Customer Growth and Acquisition Senior Manager

A. PROFILE

Role Title: Customer Growth and Acquisition Senior Manager
Reporting to: Head of Product & Services 
Division: Digital & MFS
Department / Section: Digital & MFS

B. CONTEXT

Purpose: To drive the MFS wallet adoption by owning customer acquisition, engagement, and retention efforts. Main objective of this role is to lead the sustainable Monthly active users, various use-case engagement, and transactions by relying on tailored promotions and digital marketing efforts relying on consumer insights and market dynamics in compliance with regulations and risk standards.

C. ROLE ACCOUNTABILITIES

1. Growth Strategy & Commercial Performance

• Formulate and execute the annual customer acquisition, activation, engagement, and growth roadmap aligned with business targets.
• Drive sustainable growth across customer base, Monthly Active Users (MAU), transaction volumes, transaction values, and revenue.
• Identify growth opportunities through customer insights, market intelligence, competitive analysis, and data analytics.
• Maintain ownership of growth-related business cases and investment decisions.

2. Customer Acquisition & Activation

• Design and execute digital and offline customer acquisition strategies to maximize new customer registrations and account openings.
• Architect field acquisition models leveraging regional activations, retail partnerships, community outreach programs, and institutional partnerships.
• Ensure effective integration between digital campaigns and on-ground acquisition activities to optimize customer acquisition cost (CAC).
• Develop initiatives to accelerate customer activation and First Value Transaction (FVT).

3. Customer Lifecycle Management

• Map, analyze, and optimize the end-to-end customer lifecycle from awareness to acquisition, onboarding, activation, engagement, retention, and reactivation.
• Lead initiatives to reduce onboarding drop-offs across KYC, biometric verification, and registration processes.
• Develop automated lifecycle communications, personalized engagement programs, and referral mechanisms to improve activation and retention.
• Establish customer segmentation frameworks and targeted engagement strategies.

4. Campaigns, Promotions & Loyalty

• Develop and manage promotional campaigns, incentives, cashback programs, and loyalty initiatives to drive acquisition, activation, usage, and retention.
• Partner with Marketing and Digital teams to execute multi-channel campaigns across SMS, Push Notifications, Digital Media, Social Media, and ATL/BTL channels.
• Measure campaign effectiveness and continuously optimize conversion funnels and ROI.

5. Product Commercialization & Adoption

• Collaborate with Product, Technology, Risk, Compliance, and Operations teams to commercialize new products, features, and use cases.
• Run agile growth experiments and pilot programs to validate customer adoption and business viability.
• Define go-to-market plans and customer adoption strategies for new services.
• Drive product awareness internally and externally through training, communication, and educational initiatives.

6. Field Operations & Channel Governance

• Establish operating standards, quality assurance mechanisms, and training programs for field acquisition teams and brand ambassadors.
• Ensure adherence to consumer protection, AML, compliance, and brand governance standards.
• Manage third-party acquisition partners and field agencies to deliver agreed performance outcomes.

7. Data Analytics & Growth Optimization

• Leverage enterprise data warehouses, BI platforms, and customer analytics tools to monitor acquisition, activation, retention, and profitability.
• Build cohort-based analysis to understand customer behavior, transaction frequency, retention, and lifetime value.
• Implement tracking mechanisms including deep links, source attribution, and location codes to measure channel effectiveness.
• Champion a culture of experimentation through A/B testing and data-driven decision making.

8. Financial & Unit Economics Management

• Maintain ownership of customer acquisition economics and growth profitability.
• Continuously optimize CAC, activation cost, retention cost, and customer lifetime value (LTV).
• Monitor ROI of campaigns, partnerships, field deployments, and promotional investments.
• Ensure growth initiatives contribute positively to overall portfolio economics.

D. KEY PERFORMANCE INDICATORS

• Portfolio Growth: Gross new accounts registered and growth rate of Monthly Active Users (MAU).
• Funnel Performance: Conversion rate from account opening to active status within predefined velocity windows (e.g., Day 1, Day 7, Day 30).
• Financial Efficiency: Blended and channel-specific Customer Acquisition Cost (CAC) against target budgetary thresholds.
• Portfolio Quality: 30-day and 90-day retention rates, average transaction value per user.

E. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

• Education: Bachelor's degree in Business Administration, Marketing, Economics, Finance, or a related quantitative discipline. An MBA or professional certification in financial services is highly desirable.
• Experience: 7–10 years of progressive experience in customer growth, retail banking marketing, or MFS, with a minimum of 3 years in a managerial capacity overseeing multi-channel growth budgets.
• Domain Expertise: Comprehensive understanding of mobile financial services, digital banking dynamics within emerging or developing market segments.
• Regulatory & Risk Acumen: Familiarity with financial regulations governing digital onboarding, e-wallets, KYC/AML frameworks, and consumer data privacy.
• Analytical Capabilities: High proficiency in data-driven decision-making and a strong command of relational databases or business intelligence platforms.
• Operational Mobility: Willingness to conduct field site visits and regional audits (up to 35%) to assess vendor performance, compliance adherence, and operational effectiveness firsthand