<p><strong>Publication date :</strong> Jan 20, 2026, 3:26PM</p><p><strong>Purpose of the job</strong> </p>
<p>Achieving Mobile Money Payments and Collection designed marketing plan and the budgeted KPIs to ensure planned users and revenue delivery through CVM Activates .</p>
<p><strong>Duties and Responsibilities</strong></p>
<p><strong>CVM & Lifecycle Ownership</strong></p>
<ul> <li>Build and own the end-to-end Cash CVM framework (Acquire Activate Grow Retain Win-back).</li> <li>Segment the base using behavioral, value, and lifecycle data (silent, dormant, active, power users, etc.).</li> <li>Define triggers and journeys for each segment across all channels (App, USSD, SMS, Push, Call Center, Digital).</li> <li>Design personalized offers to move customers across stages (e.g., silent first transaction habitual user).</li> <li>Continuously optimize journeys based on performance and learning loops.</li>
</ul>
<p><strong>Segmentation & Offer Catalogue</strong></p>
<ul> <li>Develop a dynamic segmentation model based on:</li> <ul> <li>Activity (silent, light, medium, heavy)</li> <li>Use case (P2P, bills, merchant, G2C, bank transfer, donations, etc.)</li> <li>Value (ARPU, frequency, ticket size)</li> </ul> <li>Build and maintain a structured <strong>Cash Offer Catalogue</strong> including:</li> <ul> <li>Activation offers (first transaction incentives)</li> <li>Usage stretch offers (frequency & value uplift)</li> <li>Cross-use-case migration offers</li> <li>Retention & win-back mechanics</li> </ul> <li>Ensure offers are data-driven, ROI-positive, and aligned with business objectives.</li>
</ul>
<p><strong>Growth Strategy & Targets Ownership</strong></p>
<ul> <li>Translate annual and quarterly targets (Base, MAU, Revenue, Transactions) into:</li> <ul> <li>Segment-level objectives</li> <li>Channel-level contribution plans</li> <li>Monthly execution roadmaps</li> </ul> <li>Identify growth levers per segment and per use case.</li> <li>Own forecasting, tracking, and performance reporting vs. targets.</li>
</ul>
<p><strong>ATL & BTL Growth Planning</strong></p>
<ul> <li>Design a full-funnel growth plan combining:</li> <ul> <li><strong>ATL:</strong> Awareness and education for Orange Cash use cases and brand trust</li> <li><strong>BTL:</strong> Tactical CVM campaigns, in-app journeys, retail activation, and digital performance campaigns</li> </ul> <li>Define which products and segments require ATL support (e.g., new products like Bank Transfer, G2C, Merchant Pay).</li> <li>Ensure ATL campaigns are translated into concrete CVM journeys and conversion funnels.</li> <li>Align with Brand, Media, and Digital teams on messaging, phasing, and KPIs.</li>
</ul>
<p><strong>New Product Activation & Scaling</strong></p>
<ul> <li>Lead the go-to-market growth layer for all new Cash products.</li> <li>Define:</li> <ul> <li>Target segments</li> <li>Entry offers</li> <li>Education flows</li> <li>Migration paths from existing behaviors</li> </ul> <li>Ensure every new product has a clear activation and scale plan embedded into CVM.</li> <li>Act as the growth owner in cross-functional squads (Product, Tech, Marketing, Data).</li>
</ul>
<p><strong>Base Animation & Engagement</strong></p>
<ul> <li>Create a continuous always-on animation model for the base.</li> <li>Ensure customers are regularly nudged with relevant value propositions.</li> <li>Build habit-forming mechanics (repetition, rewards, streaks, milestones).</li> <li>Reduce dormancy and churn through proactive reactivation programs.</li>
</ul>
<p><strong>Performance & Optimization</strong></p>
<ul> <li>Own KPIs: Active Base, MAU, Transactions, Revenue, Cost per Activation, Offer ROI.</li> <li>Run A/B tests and pilots for offers, channels, and journeys.</li> <li>Use insights to refine segmentation, triggers, and propositions.</li> <li>Build dashboards and business cases for leadership</li>
</ul>
<p><strong>Job specification</strong></p>
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<p><strong>Education & Experience</strong></p>
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<ul><li>Bachelors degree in Business, Economics, Marketing, or a related field, preferably in Business; Masters degree is a plus.</li><li>Strong analytical and numerical skills.</li><li>Good command of Excel and PowerPoint</li><li>Strong attention to detail, with the ability to interpret and visualize data clearly.</li><li>Minimum of 6 years experience in a related field; 3 of which in a relevant role</li><li>Cash CVM experience is preferred </li></ul><p > Only your skills matter
</p> <p > Regardless of your age, gender, origin, religion, sexual orientation, neurodiversity, disability, or appearance, we actively encourage diversity within our teams, as it is both a collective strength and a driver of innovation. Orange is a disability-friendly company: please feel free to let us know about any specific needs you may have.
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