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Senior CRM Manager - Lifecycle & Retention

What You'll Do

You'll own CRM strategy and execution end-to-end. Build automated customer journeys in CleverTap/Braze, run experiments on messaging and timing, analyse retention cohorts, and scale successful programmes across markets. Partner with Product, Commercial, and Operations teams to turn customer behaviour into growth opportunities.

Your Core 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 growth initiatives across 5 African markets

Your Environment

Tech Stack: CleverTap, Braze, MoEngage, or similar

Analytics: Mixpanel, Amplitude, Looker

Channels: WhatsApp, SMS, push, in-app messaging, telesales

What You Need

6+ years building and scaling CRM or lifecycle marketing - ideally in businesses where daily or weekly customer engagement drives retention and revenue.

Relevant backgrounds we're interested in: 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.

You've built CRM systems, not just optimised them - whether migrating platforms (Mailchimp → Braze), designing journey architecture from scratch, or scaling programmes across markets.

You're hands-on in CRM platforms daily - personally building journeys in tools like Braze, CleverTap, MoEngage, Customer.io, or Iterable.

You think in business outcomes - your achievements mention LTV growth, retention revenue, upsell rates, renewal improvements - not just open rates or engagement metrics.

You run rigorous experiments - designing tests with clear hypotheses, control groups, and measurable success criteria.

• 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 growth initiatives across 5 African markets

• CRM strategy and execution
• Automated customer journey building (CleverTap/Braze)
• Experimentation (A/B testing)
• Retention analysis
• Cross-functional collaboration (Product, Commercial, Operations)
• Multi-channel marketing (SMS, WhatsApp, push, in-app)
• Behavioral trigger-based systems
• Retention economics (LTV, cohort retention, renewal rates, upsell performance)
• Program scaling across markets
• Proficiency in CRM platforms (Braze, CleverTap, MoEngage, Customer.io, Iterable)
• Analytics tools (Mixpanel, Amplitude, Looker)

• 6+ years building and scaling CRM or lifecycle marketing
• Experience in businesses with daily or weekly customer engagement driving retention and revenue
• Relevant backgrounds: MVNO, super-apps, mobile gaming, prepaid subscription services, B2C fintech/subscription businesses
• Experience building CRM systems (platform migration, journey architecture design, program scaling)
• Hands-on experience with CRM platforms daily
• Focus on business outcomes (LTV growth, retention revenue, upsell rates, renewal improvements)
• Experience running rigorous experiments with clear hypotheses, control groups, and measurable success criteria