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Product and Lifecycle Marketing Lead
2 weeks ago
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
- Own the lifecycle marketing strategy (email, push, in-app), mapping user journeys and defining experimentation strategies to drive activation, feature adoption, retention, and reactivation
- 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.
