4–7 years of experience in customer retention, lifecycle management, or CRM — ideally in telecom, BNPL, digital lending, or consumer fintech. Please refer to the job advert for further information.
Usage & Retention Manager
Role Overview
We are looking for a data-driven and commercially minded Usage & Retention Manager to own the full lifecycle of Koko’s customer engagement strategy. Drawing on best practices from the telecom and fintech sectors, you will build deep customer intelligence, design precision-targeted interventions, and develop loyalty frameworks that maximize active usage, spending limit utilization, and long-term retention across both consumer and merchant touchpoints.
This is a high-impact role sitting at the intersection of data analytics, product, marketing, and commercial partnerships — ideal for someone who has built retention and engagement programmes in a telecom, digital lending, or consumer fintech environment.
Key Responsibilities
Customer Segmentation & Intelligence
- Design and maintain a dynamic, multi-dimensional customer segmentation framework for the Koko user base (demographic, behavioral, transactional, risk-based).
- Identify and manage distinct lifecycle cohorts, including:
- Newly registered, yet to transact
- Active but low-frequency / low-value transactors
- High-value ‘power users’ with consistent engagement
- Dormant or lapsing customers
- Customers not utilising available spending limits
- At-risk / predicted-churn customers
- Leverage transaction history, app behavior, merchant category data, and payment performance to enrich segment profiles continuously.
Churn Prediction & Proactive Retention
- Build and maintain churn prediction models to flag at-risk customers before they lapse, using leading indicators such as declining transaction frequency, reduced app engagement, and payment behaviour shifts.
- Design and execute targeted save programmes — personalised outreach, offers, and re-engagement journeys — to arrest churn at the earliest possible stage.
- Track and report on churn rates, save rates, and the revenue impact of retention interventions.
- Benchmark Koko’s retention metrics against telecom-style ARPU and churn KPIs to set ambitious but achievable targets.
Offers, Deals & Personalised Promotions
- Design and roll out segment-specific offers and incentive campaigns, including cashback, fee waivers, instalment boosts, and exclusive merchant deals.
- Partner with the merchant network to co-create promotional campaigns that drive category-level spending and introduce customers to new merchants.
- Set up and manage an always-on offers engine with rules-based and ML-driven personalisation — ensuring the right offer reaches the right customer at the right moment.
- Monitor offer redemption, incremental spend lift, cost-per-activation, and ROI for every campaign; iterate rapidly based on results.
Spending Limit Utilisation
- Identify customers who are approved for BNPL limits but not actively utilising them, and develop targeted activation journeys to drive first and repeat usage.
- Work with the product and risk teams to surface limit availability within the app at contextually relevant moments (e.g., at checkout, upon merchant visits).
- Track limit utilisation rates as a core KPI and create campaigns to improve wallet share among under-utilising segments.
Loyalty Programme Design & Management
- Conceptualise, design, and launch a Koko loyalty programme that rewards customers for consistent usage, timely repayments, and platform advocacy.
- Build a points or tier-based rewards architecture (inspired by telecom loyalty schemes such as priority tiers) that integrates seamlessly across the Koko app and merchant network.
- Develop a merchant loyalty dimension — rewarding merchant partners for onboarding activity, transaction volume, and customer referrals to drive two-sided network growth.
- Define programme economics: points burn/earn rates, reward catalogue, partner integrations, and breakage assumptions.
- Oversee programme operations, including partner agreements, reward fulfilment, and fraud controls.
Lifecycle Communication & CRM
- Own end-to-end CRM journeys across push notifications, SMS, email, and in-app messaging — driving activation, engagement, and retention at every lifecycle stage.
- Develop automated trigger-based communication flows tied to customer behaviour (e.g., post-registration nudges, spend anniversary messages, lapse warnings).
- A/B test messaging, timing, channels, and creatives continuously to optimise open rates, click-throughs, and conversion.
Analytics, Reporting & Insights
- Define and own the retention and engagement dashboard, reporting weekly on key metrics: MAU, DAU, transaction frequency, churn rate, NPS, limit utilisation, and loyalty programme KPIs.
- Conduct cohort analyses, funnel analyses, and lifetime value (LTV) modelling to guide investment decisions.
- Present actionable insights and recommendations to senior leadership and cross-functional stakeholders on a regular cadence.
Cross-Functional Collaboration
- Work closely with Product to surface retention and engagement requirements in the product roadmap.
- Collaborate with Risk & Credit to ensure retention strategies align with the customer risk profile and responsible lending principles.
- Partner with the Merchant Partnerships team to develop joint retention and loyalty initiatives.
- Coordinate with Technology and Data Engineering to implement segmentation models, CRM automations, and loyalty programme infrastructure.
Qualifications & Experience
Essential
- 4–7 years of experience in customer retention, lifecycle management, or CRM — ideally in telecom, BNPL, digital lending, or consumer fintech.
- Proven track record of building and managing segmentation frameworks and lifecycle campaigns at scale.
- Hands-on experience with churn modelling, customer health scoring, or predictive analytics.
- Strong proficiency in CRM platforms (e.g., Braze, CleverTap, MoEngage, Salesforce Marketing Cloud) and marketing automation.
- Solid analytical skills — comfortable working with SQL, dashboarding tools (e.g., Tableau, Looker), and campaign analytics.
- Experience designing or managing a loyalty programme or points-based rewards scheme.
- Strong commercial acumen: ability to build business cases, model ROI, and prioritise initiatives by impact.
Preferred
- Background in a telecom operator or mobile financial services provider with exposure to ARPU management, base management, or subscriber retention.
- Familiarity with BNPL product mechanics, instalment credit, or digital payments.
- Experience with machine learning-based personalisation or propensity modelling.
- Prior exposure to merchant engagement or B2B2C retention programmes.
- MBA or postgraduate qualification in Marketing, Business Analytics, or a related field.
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