I&M Bank is a wholly owned subsidiary of I&M Holdings Limited, a publicly quoted company at the Nairobi Securities Exchange (NSE). The bank possesses a rich heritage in banking.

Senior Associate, Product Growth and Commercialization

Job Purpose:

Reporting to the Product Manager lead, role focuses on development & execution of strategies to drive sustainable and scalable business growth & commercialization for the digital banking unit. Key duties include designing and executing growth strategies that increase customer acquisition, optimizing digital onboarding experiences and revenue per customer while maximizing customer lifetime value. The holder uses data-driven insights, customer behavior analytics, and cross-functional collaboration to enhance funnel performance, unlock revenue opportunities, and improve overall commercialization of digital channels.

Key Responsibilities:

Financial:

• Develop and execute growth strategies that increase revenue, product profitability, and customer lifetime value across digital onboarding, account opening, and card sales.
• Drive commercialization of digital onboarding and card products by refining value propositions, identifying pricing opportunities, and supporting go‑to‑market planning.
• Optimize Return on Marketing Investment (ROMI) by designing and managing growth experiments, campaign performance, and funnel enhancements.
• Identify and prioritize revenue-generating opportunities that drive both immediate results and long-term sustainable growth.
• Use performance insights to recommend adjustments to product offerings, pricing levers, or customer journeys to maximize financial contribution.

Customer:

• Lead initiatives to grow customer acquisition through optimized digital onboarding.
• Continuously improve customer activation, usage, and retention by analyzing behavior and designing targeted interventions across the customer lifecycle.
• Identify customer pain points and experience gaps across onboarding and card journeys and champion customer-centric improvements to remove friction.
• Collaborate with Marketing to create targeted acquisition and engagement campaigns that improve adoption of digital channels and card products.
• Enhance customer value by driving cross-sell and upsell opportunities during onboarding and early engagement stages.
• Use customer segmentation and analytics to personalize engagements and improve response/win rates.

Internal Processes:

• Analyze end‑to‑end onboarding funnels to identify drop-offs, bottlenecks, and friction points across application, verification, approval, and activation stages.
• Design and execute funnel optimization initiatives, including A/B tests, journey enhancements, nudges, and UI/UX improvements.
• Work closely with Product Managers to align growth initiatives with product roadmaps, release plans, and platform enhancements.
• Collaborate with Engineering, UX, and Data teams to troubleshoot issues affecting onboarding and prioritize fixes that unlock growth.
• Partner with Risk, Compliance, Fraud, and Operations to ensure journeys remain compliant, secure, and efficient without introducing unnecessary friction.
• Develop and maintain dashboards, analytics models, and reporting frameworks to track KPIs across onboarding, activation, and revenue performance.
• Support go-to-market execution for new features, enhancements, and campaigns through cross-functional coordination.

Enablers:

• Work closely with Data Analysts, Product Managers, Marketing, and Engineering teams to translate insights into actionable growth strategies.
• Drive a culture of experimentation within the tribe by testing hypotheses, validating ideas, and sharing learnings and best practices.
• Support capability building by documenting growth insights, developing playbooks, and upskilling tribe members on data-driven growth methodologies.
• Contribute to cross-functional working groups to improve the digital onboarding ecosystem, and customer experience standards.
• Participate in training and professional development to stay current with digital banking trends, growth methodologies, analytics tools, and customer behavior insights.
• Build strong internal relationships to foster alignment, speed of execution, and collective ownership of growth KPIs.

Job Dimensions:

• Develop and execute growth strategies that scale digital onboarding.
• Analyze and continuously optimize the end‑to‑end digital onboarding funnels by identifying bottlenecks and implementing targeted experiments to improve completion and activation rates.
• Drive customer acquisition through targeted initiatives, segmentation-led interventions, and journey enhancements that increase adoption and early usage across digital products.
• Use data analytics to monitor key KPIs, generate insights, and shape decisions on growth experiments, personalization opportunities, and performance improvements across onboarding journeys.
• Work closely with Product, Engineering, Marketing, UX, Risk, and Operations to align growth initiatives with roadmap priorities and deliver frictionless, compliant, and customer‑centric digital onboarding experiences.
• Engage and manage key internal stakeholders by providing clear performance updates, insights, and recommendations, ensuring alignment on growth objectives and journey enhancements.

Academic Qualifications:

Bachelor’s degree in business, Marketing, Economics, Data Analytics, or related field. MBA is a plus.

Professional Qualifications / Membership to professional bodies/ Publication:

Relevant certifications in digital marketing, analytics, or product growth will be an added advantage.

Work Experience Required:

• 5+ years’ experience in digital banking, fintech, product growth, commercial strategy, or digital acquisition.
• Experience in fintech, telecom, mobile money, or banking is preferred.
• Strong understanding of digital onboarding processes.
• Proven track record in growth strategy, funnel optimization, and digital channel performance management.
• Experience working in agile tribes/squads is an added advantage.
• Strong analytics capability, including interpreting funnel metrics, customer behavior, and campaign performance.

Technical Skills:

• Growth and commercialization strategy.
• Funnel analysis and optimization.
• Digital onboarding understanding.
• Strong analytical skills with proficiency in data tools like Google Analytics, Mixpanel, or SQL.
• Data analytics and insight generation.
• Experimentation (A/B testing, journey experiments).
• Financial and ROMI analysis.

Behavioral Competencies:

• Strong collaboration and influencing.
• Customer-centric problem-solving.
• Effective communication and storytelling.
• Commercial acumen and strategic thinking.
• Agility and adaptability.
• Stakeholder engagement.

• Develop and execute growth strategies that increase revenue, product profitability, and customer lifetime value across digital onboarding, account opening, and card sales.
• Drive commercialization of digital onboarding and card products by refining value propositions, identifying pricing opportunities, and supporting go‑to‑market planning.
• Optimize Return on Marketing Investment (ROMI) by designing and managing growth experiments, campaign performance, and funnel enhancements.
• Identify and prioritize revenue-generating opportunities that drive both immediate results and long-term sustainable growth.
• Use performance insights to recommend adjustments to product offerings, pricing levers, or customer journeys to maximize financial contribution.
• Lead initiatives to grow customer acquisition through optimized digital onboarding.
• Continuously improve customer activation, usage, and retention by analyzing behavior and designing targeted interventions across the customer lifecycle.
• Identify customer pain points and experience gaps across onboarding and card journeys and champion customer-centric improvements to remove friction.
• Collaborate with Marketing to create targeted acquisition and engagement campaigns that improve adoption of digital channels and card products.
• Enhance customer value by driving cross-sell and upsell opportunities during onboarding and early engagement stages.
• Use customer segmentation and analytics to personalize engagements and improve response/win rates.
• Analyze end‑to‑end onboarding funnels to identify drop-offs, bottlenecks, and friction points across application, verification, approval, and activation stages.
• Design and execute funnel optimization initiatives, including A/B tests, journey enhancements, nudges, and UI/UX improvements.
• Work closely with Product Managers to align growth initiatives with product roadmaps, release plans, and platform enhancements.
• Collaborate with Engineering, UX, and Data teams to troubleshoot issues affecting onboarding and prioritize fixes that unlock growth.
• Partner with Risk, Compliance, Fraud, and Operations to ensure journeys remain compliant, secure, and efficient without introducing unnecessary friction.
• Develop and maintain dashboards, analytics models, and reporting frameworks to track KPIs across onboarding, activation, and revenue performance.
• Support go-to-market execution for new features, enhancements, and campaigns through cross-functional coordination.
• Work closely with Data Analysts, Product Managers, Marketing, and Engineering teams to translate insights into actionable growth strategies.
• Drive a culture of experimentation within the tribe by testing hypotheses, validating ideas, and sharing learnings and best practices.
• Support capability building by documenting growth insights, developing playbooks, and upskilling tribe members on data-driven growth methodologies.
• Contribute to cross-functional working groups to improve the digital onboarding ecosystem, and customer experience standards.
• Participate in training and professional development to stay current with digital banking trends, growth methodologies, analytics tools, and customer behavior insights.
• Build strong internal relationships to foster alignment, speed of execution, and collective ownership of growth KPIs.
• Develop and execute growth strategies that scale digital onboarding.
• Analyze and continuously optimize the end‑to‑end digital onboarding funnels by identifying bottlenecks and implementing targeted experiments to improve completion and activation rates.
• Drive customer acquisition through targeted initiatives, segmentation-led interventions, and journey enhancements that increase adoption and early usage across digital products.
• Use data analytics to monitor key KPIs, generate insights, and shape decisions on growth experiments, personalization opportunities, and performance improvements across onboarding journeys.
• Work closely with Product, Engineering, Marketing, UX, Risk, and Operations to align growth initiatives with roadmap priorities and deliver frictionless, compliant, and customer‑centric digital onboarding experiences.
• Engage and manage key internal stakeholders by providing clear performance updates, insights, and recommendations, ensuring alignment on growth objectives and journey enhancements.

• Growth and commercialization strategy.
• Funnel analysis and optimization.
• Digital onboarding understanding.
• Strong analytical skills with proficiency in data tools like Google Analytics, Mixpanel, or SQL.
• Data analytics and insight generation.
• Experimentation (A/B testing, journey experiments).
• Financial and ROMI analysis.
• Strong collaboration and influencing.
• Customer-centric problem-solving.
• Effective communication and storytelling.
• Commercial acumen and strategic thinking.
• Agility and adaptability.
• Stakeholder engagement.

• Bachelor’s degree in business, Marketing, Economics, Data Analytics, or related field. MBA is a plus.
• Relevant certifications in digital marketing, analytics, or product growth will be an added advantage.
• 5+ years’ experience in digital banking, fintech, product growth, commercial strategy, or digital acquisition.
• Experience in fintech, telecom, mobile money, or banking is preferred.
• Strong understanding of digital onboarding processes.
• Proven track record in growth strategy, funnel optimization, and digital channel performance management.
• Experience working in agile tribes/squads is an added advantage.
• Strong analytics capability, including interpreting funnel metrics, customer behavior, and campaign performance.