Responsibilities

• Lead lifecycle marketing in West Africa; owning activation, retention, reactivation, and churn recovery across the full user funnel.

• Develop strategies that maximise long-term client value through segmentation, personalisation, automated journeys, and optimal product-channel combinations.

• Unlock new user growth through product offering design, user education, and operational campaigns that improve funnel conversion.

• Establish and scale marketing best practices including A/B testing, CRM/email journeys, and data-driven experimentation.

• Drive revenue growth and trading volume uplift through targeted lifecycle interventions, behavioural nudges, incentives, and gamification strategies using internal growth tools.

• Measure, understand, and report on critical growth metrics to stakeholders across the organisation.

• Envision next-phase lifecycle strategy by identifying challenges and opportunities, building innovative solutions, and anticipating user needs.

• Collaborate with regional and central stakeholders to localise and execute global initiatives with cultural and market relevance.

• Monitor competitor activity and local market trends to identify growth opportunities and inform strategy.

Requirements

• A minimum of 5 years of experience in lifecycle management.

• Experience in launching both large-scale and targeted campaigns throughout the user lifecycle.

• Well-versed and skilled in the areas of CRM/lifecycle management and email marketing/automation.

• Experience in user segmentation, customer lifecycle management, and A/B testing.

• Strong analytical capabilities related to user behavior analysis, user retention strategy development in marketing funnels. Expertise in data mining, measurement, and analysis.

• Creative thinking for developing innovative marketing strategies and engaging campaigns.

• Crypto enthusiast or strong interest in cryptocurrency and blockchain products.

• Demonstrate ability to prioritize ruthlessly, balancing quick wins with longer-term strategic bets.