Growth Manager - Africa

Who We Are

• Own the end-to-end P2P growth strategy for Africa including merchant recruitment, liquidity depth, and P2P order conversion rates.
• Build and manage a network of anchor P2P merchants and high-volume traders to ensure competitive pricing and strong order fill rates.
• Identify payment corridor gaps (EasyPaisa, JazzCash, bank transfer) and work with the product team to optimise supported payment methods.
• Monitor market-level P2P spread trends and competitor pricing, and adapt tactics to maintain platform competitiveness.
• Drive volume growth on the P2P orderbook through targeted merchant incentive schemes, volume-based rebates, and maker/taker promotions.

• Develop and execute localised acquisition campaigns across digital channels (Meta, Google, TikTok, YouTube, local publishers) tailored to the African market's unique regulatory and cultural context.
• Build a community-led growth engine — grow and activate Telegram, WhatsApp, and local crypto community channels.
• Forge partnerships with local influencers, educators, and YouTube/TikTok crypto creators to drive organic trust and brand awareness.
• Design referral and invite programmes calibrated to Pakistani user behaviour and cost-per-acquisition economics.
• Track and improve key top-of-funnel metrics: new registrations, KYC completion rate, first deposit rate, and first trade rate.

• Design and execute activation sequences (push, in-app, email, SMS) that move newly registered users from sign-up to first trade within a defined window.
• Develop targeted trading incentive programmes: zero-fee periods, trading bonuses, spot trading competitions, and P2P merchant perks.
• Use behavioural segmentation to identify users who have deposited but not traded, and design targeted nudges to convert them.
• Work with the Product team to identify and remove friction points in the trading journey — onboarding, KYC, deposit, and first order placement.
• Track activation KPIs: time-to-first-trade, deposit-to-trade conversion, and D1/D7/D30 trading rates.

• Build a retention playbook for the African market using lifecycle cohort analysis to identify where users drop off and designing targeted interventions.
• Own the CRM strategy for Pakistan: personalised push notifications, in-app messages, email flows, and SMS campaigns segmented by trading behaviour.
• Design and manage loyalty mechanics: rewards programmes, trading streaks, milestone badges, and VIP tier benefits calibrated to local user psychology.
• Run A/B tests on messaging, timing, offer structure, and channel mix to continuously improve retention metrics.
• Track retention KPIs: 30/60/90-day active trading rates, average sessions per week, and churn rate by cohort and segment.

• Build and operate a structured reactivation programme targeting lapsed users, segmented by recency, frequency, and last activity type.
• Design win-back campaigns (P2P incentives, spot bonuses, personalised outreach) tailored to why specific user segments churned.
• Leverage local channels — WhatsApp, SMS, Telegram — for high-reach, low-cost reactivation in the African context.
• Run time-limited reactivation offers during high-relevance moments: market volatility events, feature launches, and local promotional seasons.
• Track reactivation KPIs: lapsed user reactivation rate, cost-per-reactivated user, and revenue from reactivated cohorts.

• Own the African growth reporting: weekly and monthly dashboards covering acquisition, activation, retention, and revenue metrics.
• Conduct regular cohort analysis to understand user quality by acquisition channel, campaign, and time period.
• Translate data insights into clear recommendations for senior stakeholders and product roadmap input.
• Maintain a structured experimentation backlog — hypothesis-driven A/B tests with clear success metrics and learnings.

• 5+ years of experience in growth marketing, user acquisition, or lifecycle marketing, preferably at a crypto exchange, fintech, or P2P marketplace.
• Deep, hands-on understanding of P2P crypto trading mechanics: orderbooks, spreads, merchant dynamics, and payment corridor operations in Africa.
• Demonstrable track record of growing a crypto or fintech user base, with specific examples of acquisition, activation, and retention outcomes.
• Strong command of CRM and lifecycle tooling (Braze, CleverTap, OneSignal, or equivalent) and ability to build segmented campaign flows independently.
• Data fluency: comfortable working with dashboards (Tableau, Looker, Metabase) and conducting cohort and funnel analysis.
• Deep familiarity with Pakistan's digital payments landscape: EasyPaisa, JazzCash, Raast, and local banking rails.
• Experience managing community channels (Telegram, WhatsApp, Discord) for crypto growth.
• Strong written and verbal communication in both Urdu and English.
• Understanding of the local regulatory environment for crypto in Africa and experience navigating compliance constraints in growth campaigns.

• Experience working at a Tier-1 or Tier-2 centralised exchange (CEX) with P2P functionality.
• Familiarity with on-chain analytics tools (Dune, Nansen, Glassnode).
• Prior experience designing and running trading competitions or gamified growth mechanics.
• Network within the African crypto trading community — established relationships with merchants, traders, or community leaders.
• SQL proficiency for self-serve data analysis.

• Competitive total compensation package benchmarked to top-tier crypto and fintech companies.
• Performance bonus tied to growth KPIs with uncapped upside for exceptional results.
• Crypto allowance and access to the platform's trading features at zero or reduced fees.
• Remote-first flexibility
• Learning & Development programmes and education subsidies.
• Various team-building programmes and company events.
• Wellness and meal allowances.
• Comprehensive healthcare schemes for employees and dependants.