Orange Cash Growth Expert

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.

Requirements

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