Growth Lead, Consumer at NCBA Group

Job Purpose Statement

• Loop is the flag ship product that anchors the LOOP DFS strategy. Loop is anchored on platform strategy that could scale throughout Africa and be a mobile-based payment and financial services platform connecting consumers and merchants. The platform offers a variety of services, such as mobile money transfers, bill payments, P2P lending, and digital wallets for merchants to receive payments. The platform leverages the growing use of mobile phones and the increasing demand for financial services in Africa to attract and retain customers.  
• To further scale the platform, LOOP DFS will partner with established financial institutions, mobile network operators, and other relevant companies to offer a comprehensive suite of financial services. 
• Additionally, the platform will use data analytics to better understand customer needs and tailor its offerings to meet those needs. By building a strong network of consumers and merchants, the platform will also provide valuable insights into spending patterns and purchasing behavior, allowing merchants to make informed decisions about their businesses. 
• The Growth Manager role will be responsible for activation, retention and monetization of Loop. The Growth Manager will take ownership of the entire consumer customer lifecycle, using data and insights to create and execute growth experiments.
• The Growth Manager's responsibilities include developing and executing the consumer growth strategy leveraging customer data to identify growth opportunities, and developing customer retention, engagement and conversion strategies.  
• They will be expected to collaborate with product, data science and field marketing teams to build activation management, retention management, churn management strategies and monetisation strategies for the consumer product portfolio.
• H/She should have excellent communication and collaboration skills, think strategically, and identify and implement innovative solutions to drive e solutions to drive growth in the business. 
• S/he will lead a team of Retention managers responsible for executing and scaling customer activation and retention campaigns across the customer journey. The main objective will be to increase monthly recurring revenue, optimise customer lifetime value, reduce net dollar churn, and increase net expansion revenue. 

Key Accountabilities (Duties and Responsibilities)

Financial 30%

• Build the Loop consumer business to generate revenue and positive gross margins as per business plans.
• Develop strategies to increase customer lifetime value through execution of retention strategies through use case adaption, feature adoption and also developing strategies to increase consumer engagement through frequency and intensity of use case and feature usage.
• Develop strategies to increase monthly recurring revenue from consumers.
• Manage the cost of goods sold for all product lines and customer acquisition costs.
• Develop strategies for reducing net dollar churn through customer activation strategies for the consumer product portfolio.
• Responsible for increasing expansion revenue through customer cross selling of product use cases and features for the consumer product portfolio.
• Responsible for developing monetisation strategies that will allow the business to optimise its unit economics and drive positive earnings rates for the consumer product portfolio.
• Responsible for increasing customer life time value for Loop for the consumer product portfolio.
• Responsible for weekly and monthly customer accounting reporting revenue accounting reporting on the consumer product portfolio.

Customer 30%

• Partner with Product team and Engineering team to develop propositions that will increase the activation rates for consumers by ensuring that the activation funnels are optimised.
• Will be responsible for, consumer and merchant NPS targets.
• Develop strategies in partnership with UI/UX teams that will ensure that setup moments, aha moments and habit moments are set up optimally set up for the consumer product portfolio.
• Develop customer value management strategy that will maximize customer lifetime value on Loop by increasing consumer retention. 

Internal Business Processes 20%

• Partner consistently with Data Science to develop churn prediction capabilities that will allow the business proactively manage churn.
• Partner with Data Science and Risk management team to ensure the Loop business writes good credit and credit lifecycles are managed to achieve profitability.
• Work with the Customer Experience function to provide excellent service management to customers through the contact centre.
• Evaluate and mitigate all risks related to Loop DFS’s activities with strategic partners and across geographic territories, including market changes, internal and external communication, and institutions.
• Ensure that there is 100% adherence to policies, procedures and statutory guidelines.
• Uphold operational excellence to meet the Audit and Enterprise risk framework of the Group.
• Work with the Delivery Management unit to achieve consistent and reliable execution of projects needed to deliver the required capabilities by the defined quality gauges.

Learning and growth 20%

• Will develop competencies that will allow them to execute the requirements of the Growth manager role within Loop DFS
• Create an entrepreneurial culture within the Growth team and providing professional development and coaching to help people get better at being entrepreneurs.
• Will coach retention managers on best growth management best practices.

Job Specifications

Academic:

• University Degree.
• Customer Growth Management Nano Degree Certification.
• Digital Marketing Nano Degree Certification.

Desired work experience:

• At least 3 years’ work experience in a Technology or Fintech organisation, having worked as a retention analyst.