Senior CRM Manager - Lifecycle & Retention

M-Kopa

2d•Remote

About The Position

Join our expanding Product Growth team as a Senior CRM Manager to build and scale lifecycle systems that drive retention, upsell, and customer lifetime value for millions of everyday earners across Africa. You will design the retention and upsell infrastructure that transforms first-time customers into long-term, high-value ones, driving measurable CLV growth while creating financial inclusion for Africa's traditionally excluded. M-KOPA has already helped over 10 million customers access over $2 billion in credit, and this role offers a chance to be part of transforming lives across the continent.

Requirements

6+ years building and scaling CRM or lifecycle marketing, ideally in businesses where daily or weekly customer engagement drives retention and revenue.
Experience building CRM systems, not just optimizing them, whether migrating platforms (Mailchimp → Braze), designing journey architecture from scratch, or scaling programmes across markets.
Hands-on experience in CRM platforms daily, personally building journeys in tools like Braze, CleverTap, MoEngage, Customer.io, or Iterable.
Ability to think in business outcomes, with achievements mentioning LTV growth, retention revenue, upsell rates, renewal improvements, not just open rates or engagement metrics.
Experience running rigorous experiments, designing tests with clear hypotheses, control groups, and measurable success criteria.
Experience introducing gamification, loyalty programmes, streaks, badges, or other non-obvious engagement mechanics into a retention strategy, and ability to discuss what worked, what didn't, and why.
Relevant backgrounds include: MVNO experience, super-apps with daily engagement models, mobile gaming with daily retention mechanics, prepaid subscription services, or B2C fintech/subscription businesses where high-frequency engagement drives the model.

Nice To Haves

Exposure to performance or paid marketing (paid social, paid search, app install campaigns), and a point of view on how acquisition spend and targeting could connect to retention outcomes.

Responsibilities

Build and scale multi-channel lifecycle programmes: design onboarding, retention, churn prevention, and upsell journeys across SMS, WhatsApp, push, and in-app messaging
Design behavioural trigger-based upsell systems: move customers from entry products (smartphones/e-bikes) to higher-value bundles (digital loans, insurance, device protection) based on payment behaviour and engagement signals
Run rigorous experiments: A/B test messaging, timing, incentives, and offers with clear hypotheses and statistical rigour, then turn wins into repeatable playbooks
Own retention economics: track and optimise LTV, cohort retention, renewal rates, and upsell performance, translating insights into action
Scale what works across markets: turn successful experiments into documented frameworks that enable teams to execute retention initiatives across 4 African markets