Growth Manager, Merchant at NCBA Group

Job Purpose Statement

• To further scale the platform, LOOP DFS will collaborate with established financial institutions, mobile network operators, and other relevant companies to offer a comprehensive suite of financial services. The Merchant Retention Manager lives at the intersection of payments, product monetization, distribution, marketing and development. The role holder is responsible for the execution of retention and growth strategies that achieve consistent revenue growth and customer loyalty. This role will mainly focus on LOOP merchant products. Customer engagement and retention are critical components of Loop’s success. The Commercial Analyst will analyze data related to customer acquisition, retention, and activation to develop targeted marketing and engagement strategies. By providing insights into customer journeys and experiences, the Commercial Analyst will help optimize marketing campaigns and initiatives, ensuring they effectively resonate with the target audience and drive higher retention rates and customer satisfaction.
• They partner with the relevant internal stakeholders to understand customer behavior and thus achieve Retention focused cross-selling models, revenue management plans, customer information management tools, loyalty and rewards programs as well as Customer Value Proposition (CVP) enhancements.
• The role holder is responsible for revenue growth and retention. They must implement a framework for prioritizing Retention specific initiatives. They will lead a team of Retention officers responsible for executing and scaling customer retention campaigns and credit qualification across the customer journey. The main objective will be to increase monthly active users, monthly recurring revenue, optimize customer lifetime value, reduce revenue churn, credit qualification, and increase expansion revenue.
• The role holder will oversee partnerships with other banks or financial institutions offering LOOP Merchant as a platform, introducing new products and revenue lines with the product, commercial and marketing team.
• The role will also involve tracking and reporting on key performance metrics, providing regular updates and strategic recommendations to the Head of Payments business and senior leadership team. The ability to translate complex data into clear, actionable insights will support decision-making processes and strategic planning, helping to align the
• commercial team’s efforts with Loop’s overall business goals.

Key Accountabilities (Duties and Responsibilities)
Financial 30%

• Build the Loop merchant 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 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 ensuring optimized costs and efficiency.
• Responsible for increasing expansion revenue through merchant cross selling of product use cases and LOOP merchant products.
• Responsible for developing monetization strategies that will allow the business to optimize its unit economics and drive positive earnings rates for the consumer product portfolio.
• Responsible for weekly and monthly customer accounting reporting revenue accounting reporting on the merchant product portfolio.
• Work with the commercial analyst, ecosystems team, product team and head of payments to develop and roll out new products in the market
• Identify and implement new pricing for products and pricing strategies

Customer 40%

• Develop and implement a robust Retention framework that entails cross-selling models, revenue management plans, customer information management tools, loyalty and rewards programs as well as Customer Value Proposition (CVP) enhancements.Build and maintain customer loyalty through an engaging and attractive loyalty and monetization strategies
• Analyze and segment target markets to determine the appropriate Retention initiatives to execute to attain business plans.
• Execution of high-level, strategic business development opportunities based on key growth initiatives.
• Work closely with the marketing and product team to research, understand and review merchant needs. Develop the merchant product roadmap together with the product managers.
• Account Management: Manage relationships with partners and suppliers linked to the merchant product.
• Grow: Work with the Grow/credit team to offer merchants with existing and new credit products to drive collections into the LOOP wallet and customer retention

Internal Business Process 15%

• Develop and manage robust competitor tracking systems to remain abreast of the market and the players. In line with this, identifying and analysing new offerings from other banks and FinTech's in the marketplace proactively.
• Be an advocate for a continually improving way of working within the unit to drive efficient and impactful engagement and accurate delivery of service.
• Proactively participate in organisation projects.
• Audit, Compliance and Risk Management linked to the merchant business, partnerships with other FinTech's.
• Implement, review and achieve the Customer satisfaction indexes.
• Implement engines/structure/procedures to support execution of customer growth through their lifetime customer journey.

Learning & Growth 15%

• Maintain a high team performance and engagement.
• Nil disruption to business / loss of business due to lack of appropriate numbers of qualified, available staff within the team.
• Up-to-date and actioned competency assessments and development plans for the team

Job Specifications
Academia and Professional Certifications:

• University degree Upper Second or Equivalent
• Relevant professional qualification in Marketing would be an advantage.

Experience:

• 8 years’ work experience in a financial services environment handling Marketing, PR or Business Development responsibilities. Prior experience managing and offering B2B products and the development of Retention programs would be preferred.