Orange Cash Growth Expert Orange

Purpose of the job

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.

Growth Strategy & Targets Ownership

• Translate annual and quarterly targets (Base, MAU, Revenue, Transactions) into:
• Segment-level objectives
• Channel-level contribution plans
• Monthly execution roadmaps
• Identify growth levers per segment and per use case.
• Own forecasting, tracking, and performance reporting vs. targets.

ATL & BTL Growth Planning

• Design a full-funnel growth plan combining:
• ATL: Awareness and education for Orange Cash use cases and brand trust
• BTL: Tactical CVM campaigns, in-app journeys, retail activation, and digital performance campaigns
• Define which products and segments require ATL support (e.g., new products like Bank Transfer, G2C, Merchant Pay).
• Ensure ATL campaigns are translated into concrete CVM journeys and conversion funnels.
• Align with Brand, Media, and Digital teams on messaging, phasing, and KPIs.

New Product Activation & Scaling

• Lead the go-to-market growth layer for all new Cash products.
• Define:
• Target segments
• Entry offers
• Education flows
• Migration paths from existing behaviors
• Ensure every new product has a clear activation and scale plan embedded into CVM.
• Act as the growth owner in cross-functional squads (Product, Tech, Marketing, Data).

Base Animation & Engagement

• Create a continuous always-on animation model for the base.
• Ensure customers are regularly nudged with relevant value propositions.
• Build habit-forming mechanics (repetition, rewards, streaks, milestones).
• Reduce dormancy and churn through proactive reactivation programs.

Performance & Optimization

• 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

Job specification

Education & Experience

• Bachelors degree in Business, Economics, Marketing, or a related field, preferably in Business; Masters degree is a plus.
• Strong analytical and numerical skills.
• Good command of Excel and PowerPoint
• Strong attention to detail, with the ability to interpret and visualize data clearly.
• Minimum of 6 years experience in a related field; 3 of which in a relevant role
• Cash CVM experience is preferred