Engagement & Retention Lead

About _able

_able is revolutionizing financial services in emerging markets using a top-tier Digital Banking Platform. We enable partners to seamlessly integrate financial products into the digital channels their customers already engage with. Our platform is driven by data, influencing everything from credit scoring to marketing segmentation, structured into three layers: API Integration, customizable modules, and comprehensive service management including portfolio and communication handling. This design allows embedding credit and savings products into diverse partner channels, benefiting mobile network operators, fintechs, and banks by optimizing financial solutions and creating new revenue streams with minimal disruption to existing systems. Our aim is to democratize financial access for over 500 million people while establishing ourselves as a reliable data source across these markets.

Role Overview

We are looking for an Engagement & Retention Lead to oversee how Credable communicates with consumers across multiple markets including Kenya, Tanzania, Uganda, Mozambique, and expanding territories. Reporting to the VP of Operations and collaborating closely with product, data, and partner success teams, this position manages the entire consumer messaging operation—from strategy through ongoing testing and refinement. The role balances marketing, data insights, and operational execution to drive conversion, activation, retention, and repayment performance across digital lending products.

Core Responsibilities

• Achieve targets related to customer engagement and retention such as activation rates, repeat borrowing, and timely repayments.
• Identify customer groups at risk of disengagement and develop focused strategies to improve their activity.
• Create and implement structured A/B and multivariate tests for messaging campaigns, defining hypotheses, appropriate sample sizes, success metrics, and learning documentation for scale.
• Manage all aspects of consumer communications across SMS, USSD, app notifications, and push messages leveraging automated journey platforms.
• Develop messaging content and schedules that promote customer conversion, consistent usage, and adherence to repayment.
• Utilize SQL and/or Python to analyze customer data, segment users, and evaluate campaign effectiveness.
• Build dashboards monitoring engagement, retention, reactivation, and churn across various products and markets.
• Conduct and manage customer surveys, Net Promoter Score (NPS) programs, and focus groups to gather insights that inform strategy.
• Lead collaborative efforts among product, credit, marketing, operations, and partner teams to prioritize and achieve improvements in engagement.
• Coordinate with banking and mobile network partners to ensure customer communications meet brand and regulatory standards.

Candidate Profile

• 5 to 8 years' experience in growth marketing, customer engagement, lifecycle marketing, or CRM roles.
• Proficient in using SQL and/or Python for querying and analyzing customer datasets.
• Experienced in designing and applying A/B and multivariate experimentation methodologies at scale.
• Commercially savvy with a clear understanding of how communications impact user behavior and business results.
• Comfortable managing projects across diverse markets and stakeholders in fast-paced multicultural environments.
• Preferred: background in fintech, digital lending, mobile money, or similar financial services in emerging markets.
• Familiar with CRM and engagement platforms such as Braze, Iterable, MoEngage, CleverTap, or Customer.io.
• Experience in qualitative research including customer surveys, focus groups, and engagement studies.

Role Significance

This position transcends traditional growth marketing, acting as a critical operational driver for product success with direct exposure to senior leadership. It offers substantial influence over the consumer experience across a growing portfolio of digital financial products.

Organizational Culture

_able cultivates a fast-paced, high-achieving team environment anchored in collaboration and shared purpose to innovate financial services in emerging markets. While remote work may be accommodated in certain cases, there is strong emphasis on in-person engagement across locations including Dubai, Nairobi, Dar es Salaam, Kampala, Maputo, and Porto with frequent travel to maintain synergy.

Benefits

• Comprehensive health insurance including dependents
• Group bonus scheme
• Long-Term Incentive Plan (LTIP)
• Access to mental health and wellness programs
• Opportunities for internal and external learning and development