Senior CRM Manager – Lifecycle & Retention
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Job Description
Senior CRM Manager building automated lifecycle journeys, experiments, and upsell systems for M-KOPA’s financial inclusion products across Africa. Driving retention, repayment, and customer lifetime value.
Responsibilities:
- Build and scale lifecycle CRM from the ground up across Kenya, Nigeria, Uganda, and Ghana
- Design onboarding, retention, churn prevention, repayment, and upsell journeys across SMS, WhatsApp, push, and in-app messaging
- Build behavioural trigger-based upsell systems for higher-value bundles including digital loans, insurance, and device protection
- Build automated customer journeys in CleverTap
- Run A/B tests on messaging, timing, incentives, and offers
- Analyse retention and repayment cohorts
- Track and optimise LTV, cohort retention, renewal rates, repayment behaviour, and upsell performance
- Turn successful experiments into documented frameworks for execution across four African markets
- Partner with Product, Commercial, and Operations teams to identify retention and growth opportunities
- Scale lifecycle programmes using a distribution model of 30,000+ field agents and 300 telesales staff
Requirements:
- 6+ years building and scaling CRM or lifecycle marketing
- Experience in businesses where daily or weekly customer engagement drives retention and revenue
- Experience building CRM systems, migrating platforms, designing journey architecture, or scaling programmes across markets
- Hands-on experience building journeys in Braze, CleverTap, MoEngage, Customer.io, Iterable, or similar CRM platforms
- Demonstrated LTV growth, retention revenue, upsell rates, or renewal improvements
- Experience designing rigorous experiments with clear hypotheses, control groups, and measurable success criteria
- Experience introducing gamification, loyalty programmes, streaks, badges, or other engagement mechanics into retention strategies
- Relevant background in MVNOs, super-apps, mobile gaming, prepaid subscription services, or B2C fintech/subscription businesses
- Performance or paid marketing exposure is a bonus, not required
- Ability to work within UTC -1 to UTC +3 time zones
- Successful applicants must undergo pre-employment background checks, including criminal records, identification verification, academic qualifications, employment dates, and employer references
Benefits:
- Fully remote role within UTC -1 to UTC +3 time zones
- Professional development programmes and coaching partnerships
- Family-friendly policies
- Flexible working arrangements
- Well-being support
- Career growth opportunities
- Diverse development programs
- On-the-job training
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