Purpose of the job

Achieving Mobile Money Payments and Collection designed marketing plan and the budgeted KPIs to ensure planned users and revenue delivery through CVM Activates .

Duties and Responsibilities

CVM & Lifecycle Ownership

• Build and own the end-to-end Cash CVM framework (Acquire Activate Grow Retain Win-back).
• Segment the base using behavioral, value, and lifecycle data (silent, dormant, active, power users, etc.).
• Define triggers and journeys for each segment across all channels (App, USSD, SMS, Push, Call Center, Digital).
• Design personalized offers to move customers across stages (e.g., silent first transaction habitual user).
• Continuously optimize journeys based on performance and learning loops.

Segmentation & Offer Catalogue

• Develop a dynamic segmentation model based on:
• Activity (silent, light, medium, heavy)
• Use case (P2P, bills, merchant, G2C, bank transfer, donations, etc.)
• Value (ARPU, frequency, ticket size)
• Build and maintain a structured Cash Offer Catalogue including:
• Activation offers (first transaction incentives)
• Usage stretch offers (frequency & value uplift)
• Cross-use-case migration offers
• Retention & win-back mechanics
• Ensure offers are data-driven, ROI-positive, and aligned with business objectives.

Growth Strategy & Targets Ownership

• Translate annual and quarterly targets (Base, MAU, Revenue, Transactions) into:
• Segment-level objectives
• Channel-level contribution plans
• Monthly execution roadmaps
• Identify growth levers per segment and per use case.
• Own forecasting, tracking, and performance reporting vs. targets.

ATL & BTL Growth Planning

• Design a full-funnel growth plan combining:
• ATL: Awareness and education for Orange Cash use cases and brand trust
• BTL: Tactical CVM campaigns, in-app journeys, retail activation, and digital performance campaigns
• Define which products and segments require ATL support (e.g., new products like Bank Transfer, G2C, Merchant Pay).
• Ensure ATL campaigns are translated into concrete CVM journeys and conversion funnels.
• Align with Brand, Media, and Digital teams on messaging, phasing, and KPIs.

New Product Activation & Scaling

• Lead the go-to-market growth layer for all new Cash products.
• Define:
• Target segments
• Entry offers
• Education flows
• Migration paths from existing behaviors
• Ensure every new product has a clear activation and scale plan embedded into CVM.
• Act as the growth owner in cross-functional squads (Product, Tech, Marketing, Data).

Base Animation & Engagement

• Create a continuous always-on animation model for the base.
• Ensure customers are regularly nudged with relevant value propositions.
• Build habit-forming mechanics (repetition, rewards, streaks, milestones).
• Reduce dormancy and churn through proactive reactivation programs.

Performance & Optimization

• Own KPIs: Active Base, MAU, Transactions, Revenue, Cost per Activation, Offer ROI.
• Run A/B tests and pilots for offers, channels, and journeys.
• Use insights to refine segmentation, triggers, and propositions.
• Build dashboards and business cases for leadership

Job specification

Education & Experience

• Bachelors degree in Business, Economics, Marketing, or a related field, preferably in Business; Masters degree is a plus.
• Strong analytical and numerical skills.
• Good command of Excel and PowerPoint
• Strong attention to detail, with the ability to interpret and visualize data clearly.
• Minimum of 6 years experience in a related field; 3 of which in a relevant role
• Cash CVM experience is preferred