Head of Growth (Digital Financial Services)

• Develop and execute comprehensive growth strategies across customer acquisition, activation, engagement, retention, and monetization.
  
  


• Own and drive monthly active user growth, funded customer acquisition, transaction volumes, and revenue generation across all channels.
  
  


• Identify, prioritize, and scale high-impact growth opportunities across digital, offline, partnership, referral, and existing customer channels.
  
  


• Develop targeted acquisition strategies for high-intent customer segments based on creditworthiness, borrowing behavior, demographics, and transaction potential.
  
  


• Drive activation of client's existing customer base and partner audiences to increase product adoption, repeat transactions, and revenue.
  
  


• Lead growth experiments and data-driven initiatives to accelerate customer acquisition, activation, and conversion.
  
  

• Develop, execute, and optimize performance marketing campaigns across Google Ads, Meta Ads, programmatic advertising, email, referrals, and other relevant channels.
  
  


• Own the marketing channel mix, campaign execution, audience targeting, attribution, and acquisition performance.
  
  


• Manage and allocate growth and marketing budgets effectively, ensuring measurable returns on investment.
  
  


• Continuously optimize customer acquisition cost (CAC), conversion rates, customer lifetime value (LTV), and return on marketing investment.
  
  


• Collaborate with Risk and Data Science teams to identify high-quality acquisition channels, minimize fraud exposure, and reduce the acquisition of customers with elevated credit risk.
  
  


• Prioritize acquisition strategies that deliver creditworthy, transaction-ready, and revenue-generating customers rather than registrations or downloads alone.
  
  

• Analyze and optimize the end-to-end customer journey, from acquisition and onboarding to activation, first transaction, repeat usage, and retention.
  
  


• Identify conversion bottlenecks and implement data-driven improvements to reduce customer drop-offs and shorten the time to first transaction.
  
  


• Partner with Product and Engineering teams to improve onboarding experiences, product usability, customer activation, and transaction conversion.
  
  


• Lead A/B testing across advertising creatives, landing pages, onboarding journeys, messaging, and customer engagement campaigns.
  
  


• Collaborate with Retail Telesales and Sales teams to improve lead conversion, fund customer acquisition, and customer reactivation.
  
  


• Drive initiatives that increase the percentage of registered customers who become active, funded, and repeat transacting users.
  
  

• Develop and implement customer lifecycle marketing strategies to improve engagement, retention, repeat transactions, and customer lifetime value.
  
  


• Design and optimize automated marketing campaigns across email, SMS, push notifications, retargeting, and other customer engagement channels.
  
  


• Develop targeted campaigns to reactivate dormant customers, encourage repeat borrowing, and increase cross-selling opportunities.
  
  


• Implement customer segmentation and personalized communication strategies to improve product adoption and transaction frequency.
  
  


• Continuously monitor customer engagement, churn, retention, and reactivation performance to identify opportunities for sustainable growth.
  
  

• Establish and manage growth performance dashboards using Google Analytics, Mixpanel, CRM platforms, and other relevant analytical tools.
  
  


• Define, monitor, and report key growth metrics, including monthly active users, funded customers, CAC, LTV, conversion rates, customer retention, GMV, revenue, and marketing ROI.
  
  


• Measure cohort quality, customer acquisition efficiency, channel profitability, and incremental customer growth.
  
  


• Own growth budget planning, allocation, utilization, and performance reporting, ensuring disciplined spending and alignment with business objectives.
  
  


• Deliver periodic performance reports and actionable recommendations to management, highlighting growth opportunities, campaign effectiveness, risks, and improvement areas.
  
  

• Lead and manage the Growth, Marketing, Content, and Community functions, ensuring alignment with business growth objectives.
  
  


• Establish clear performance targets, accountability structures, and measurable outcomes for growth initiatives and team members.
  
  


• Collaborate closely with Product, Engineering, Sales, Risk, Data Science, and Operations to execute growth initiatives effectively.
  
  


• Coordinate with Retail Telesales teams to optimize lead management, customer conversion, and revenue generation.
  
  


• Ensure growth initiatives are aligned with product capabilities, customer needs, risk appetite, and overall business strategy.
  
  


• Perform other duties as assigned by the client.
  
  

Requirements

• Bachelor's degree in Marketing, Business Administration, Economics, Finance, or a related discipline. An MBA or relevant professional certification is an added advantage.
  
  


• Minimum of 6 years of progressive experience in growth management, performance marketing, customer acquisition, or digital marketing, preferably within fin-tech, financial services, or a high-growth technology company.
  
  


• Proven track record of driving measurable growth in active customers, funded users, transactions, and revenue.
  
  


• Demonstrated experience managing significant marketing budgets with strong accountability for acquisition economics and return on investment.
  
  


• Strong expertise in performance marketing, growth experimentation, customer lifecycle management, conversion optimization, and marketing automation.
  
  


• Proficiency in marketing and analytics platforms such as Google Ads, Meta Ads Manager, Google Analytics, Mixpanel, CRM systems, and marketing automation tools.
  
  


• Strong understanding of customer segmentation, attribution modelling, cohort analysis, CAC, LTV, and conversion funnel optimization.
  
  


• Experience collaborating with Product, Sales, Risk, and Technology teams to deliver customer and revenue growth.
  
  


• Strong analytical, strategic thinking, leadership, communication, and stakeholder management skills.
  
  

• Customer Acquisition & Growth: Drive consistent growth in qualified customer acquisition, funded retail users, and monthly active customers across all acquisition channels.
  
  


• Customer Activation & Conversion: Improve the percentage of acquired customers who successfully complete onboarding, activate their accounts, and become funded or actively transacting customers.
  
  


• Time to First Transaction: Reduce the average time between customer acquisition, onboarding, and first successful transaction through continuous funnel optimization.
  
  


• Revenue & Transaction Growth: Drive measurable month-on-month increases in transaction volumes, Gross Merchandise Value (GMV), and revenue attributable to growth and marketing initiatives.
  
  


• Customer Retention & Lifecycle Growth: Improve customer engagement, repeat transaction frequency, retention rates, and reactivation of dormant customers through targeted lifecycle campaigns and marketing automation.
  
  


• Customer Acquisition Cost (CAC): Optimize and maintain efficient customer acquisition costs while ensuring acquired customers demonstrate strong transaction potential, creditworthiness, and long-term value.
  
  


• Marketing ROI & Budget Efficiency: Maximize returns on marketing investments through effective budget allocation, campaign optimization, and measurable commercial outcomes.
  
  


• Customer Lifetime Value (LTV): Improve customer lifetime value and the LTV-to-CAC ratio through effective acquisition, retention, repeat usage, and cross-selling strategies.
  
  


• Conversion Funnel Optimization: Continuously improve conversion rates across the customer journey, from lead acquisition and onboarding to activation, first transaction, and repeat usage.
  
  


• Acquisition Quality & Risk Management: Prioritize the acquisition of creditworthy, high-intent customers while minimizing fraud exposure, high-risk acquisition channels, and poor-quality customer cohorts.
  
  


• Campaign Performance & Channel Efficiency: Optimize performance across paid, organic, referral, partnership, and owned marketing channels to ensure measurable contributions to customer acquisition, activation, and revenue growth.
  
  


• Growth Analytics & Reporting: Establish and maintain comprehensive growth dashboards tracking acquisition, activation, CAC, LTV, conversion, retention, revenue, and channel performance, providing actionable insights and recommendations to management.
  
  


• Cross-Functional Growth Execution: Drive measurable improvements in customer acquisition, conversion, and activation through effective collaboration with Product, Engineering, Sales, Retail Telesales, Risk, and Operations.
  
  


• Growth Strategy Execution: Successfully develop, implement, and scale data-driven growth initiatives that deliver sustainable customer growth, increased product adoption, and measurable business impact.
  
  

Benefits