Product and Lifecycle Marketing Lead

**Summary**

Kuda is a Nigerian digital bank making financial services more affordable, accessible and rewarding for 7 million Nigerians. It was the first mobile-first bank to launch in Nigeria in 2019 and through its apps it offers free transfers, budgeting tools, savings and overdrafts, as well as business banking services.

We’re a tribe of passionate and diverse people who dreamed of building an inclusive money app that Africans would love, so it’s only right that we ended up with the name _Kuda_ which means _love_ in Shona.

We’re giving Africans around the world a better alternative to traditional finance by delivering money transfers, smart budgeting and instant access to credit through digital devices. We’ve raised over $90 million from some of the world's most respected institutional investors, and we’re rolling out our game-changing services from our offices in Nigeria, South Africa, and the UK.

We’re now looking for a **Product and Lifecycle Marketing Lead** to own how we communicate product value to customers. Reporting into our VP Marketing, you’ll shape go-to-market strategy for new features, lead lifecycle (CRM) marketing to drive activation and retention, and manage a growing team that brings our product story to life.

**Responsibilities**

- Lead the go-to-market (GTM) strategy for all new product launches, ensuring clear positioning, messaging, and multi-channel campaigns
- Lead and mentor a team of four people with scope to grow, covering product marketing and CRM execution, setting clear goals and creating development opportunities
- Collaborate with Product, Performance Marketing, Brand & Comms, and Customer Experience to ensure customers are at the heart of all GTM and lifecycle plans
- Conduct and oversee market research, customer interviews, and competitor analysis to uncover insights and shape messaging
- Translate product features into customer value, creating compelling communications across all touchpoints
- Manage tooling (e.g. Iterable) and processes to ensure lifecycle campaigns are data-driven, measurable and optimised
- Partner with Product and BI & Analytics teams to surface behavioural events and user attributes in the CRM platform - enabling timely, personalized communications, and robust segmentation
- Define and report on KPIs such as activation, retention, churn reduction, NPS, and feature adoption
- Act as the voice of the customer in leadership discussions, ensuring product and marketing strategies align with customer needs

**Requirements**:

- 7+ years of experience in product marketing, lifecycle marketing or related roles, with proven success in driving adoption and retention
- Strong track record of planning and executing GTM strategies for digital products
- Hands-on experience with lifecycle marketing tools (Iterable or similar) and an understanding of marketing automation
- Exceptional storytelling skills: able to translate product features into customer benefit with clarity and creativit
- Analytical and data-driven with the ability to design experiments, interpret results, and iterate
- Experienced leader, able to manage, coach, and grow a team
- Strong collaboration skills: able to build consensus across Product, Brand, Comms and Growth
- Fintech or app-first consumer tech experience in African markets is an advantage

**Benefits**

**Why join Kuda?**

At Kuda, our people are the heart of our business, so we prioritize your welfare. We offer a wide range of competitive benefits in areas including but not limited to:
A great and upbeat work environment populated by a multinational team

Pension via Allan Gray

Career development & growth

Competitive annual leave plus bank holidays

Competitive paid time off (Parental, Moving day, Birthday, Study leave etc)

✈Travel Insurance

- ️YuLife - rewards for reaching health and fitness goals

Employee wellness program via Lyra Wellbeing

- ️Goalr - employee wellness app

Medical insurance via Discovery

Award winning L&D training

Well-fare package (Wedding, Compassionate and etc)

We are advocates of work-life balance, working in a hybrid in office schedule
- Kuda is proud to be an equal-opportunity employer. We value diversity and anyone seeking employment at Kuda is considered based on merit, qualifications, competence and talent._
- We don’t regard colour, religion, race, national origin, sexual orientation, ancestry, citizenship, sex, marital or family status, disability, gender, or any other legally protected status. If you have a disability or special need that requires accommodation, please let us know._