Engagement & Retention Lead

Who We Are

_able is transforming financial services in emerging markets with its best-in-class Digital Banking Platform. We help partners launch financial products by embedding them into digital channels their customers already use.

The foundation of the platform is grounded in data and informs everything we do: from credit scoring to marketing segmentation and everything in between. Building on this strong foundation, we’ve structured the platform around three key layers:

• API Integration Layer: Seamless connectivity for partners to integrate core systems.
• Module Layer: Flexible, customizable components tailored to partner needs.
• Services Layer: Expertise to manage financial products, including portfolio management, scoring, and communications.

This approach enables us to embed credit and savings products into any partner channel, making them easy to access and highly contextual. The benefit is that our platform can cater to a wide range of use cases:

• MNOs can deploy efficient loan and savings systems optimized for their channels.
• Fintechs can offer tailored financial services to their unique customer base.
• Banks can create new revenue streams and enhance customer loyalty without overhauling their core systems.

The result is a win-win-win for partners, customers, and _able. Having deployed across multiple markets in Africa, we’ve proven our platform meets a critical need and is driving us toward our core objectives:

1. Democratizing financial services by reaching over 500 million people.
2. Becoming the most trusted source of data in emerging markets.

The Role

Our 2026-2027 roadmap is ambitious, with a clear focus on scaling the live portfolio by 3x, diversifying products across markets and partners, and strengthening outcomes-driven financial performance.

We are seeking a Engagement & Retention Lead to own and elevate how Credable communicates with consumers across our markets. Reporting to the VP of Operations and partnering closely with product, data, and partner success teams, this role will own the consumer messaging engine end to end, from strategy and design through experimentation, measurement, and continuous optimisation. In addition, the role will focus on initiatives across conversion and retention.

The role sits at the intersection of marketing, data, and operations, and is a core lever for converting prospects, activating new customers, and retaining the active base across our portfolio of digital lending products in Kenya, Tanzania, Uganda, Mozambique, and new markets.
 

Position title: Engagement & Retention Lead

Reports to: VP Operations

Coverage: UAE (HQ), Kenya, Tanzania, and Uganda + other new markets

Base: The Oval, Parklands, Nairobi, Kenya

Travel: Required
 

Key Responsibilities

Customer Engagement & Retention Outcomes

• Drive measurable outcomes against engagement and retention KPIs (activation, conversion, repeat borrowing, on-time repayment)
• Identify cohorts at risk of churn or under-utilisation and design targeted interventions to bring them back into active use

Experimentation & A/B Testing

• Design and execute structured A/B and multivariate testing protocols across the messaging and engagement stack
• Define hypotheses, sample sizes, and success metrics in partnership with data and product teams and build a disciplined experimentation roadmap and codify learnings into playbooks that scale across markets and products

Consumer Communications & Messaging

• Own and optimise end-to-end consumer messaging (SMS, USSD, in-app, push) across all live lending products and markets based on our automated customer journey communication platform
• Develop content and cadence frameworks that drive conversion, repeat usage, and on-time repayment behaviour

Data Driven Insights & Analytics

• Use SQL and/or Python to query customer data, build segments, and measure campaign performance directly
• Develop dashboards and reporting on engagement, retention, reactivation, and churn KPIs across products and markets

Voice of Customer & Research

• Develop and run customer surveys, NPS programmes, and qualitative study groups across active markets
• Translate quantitative and qualitative customer feedback into actionable engagement and product strategies

Person Specification

Required

• 5–8 years of experience in Growth Marketing, customer engagement, consumer messaging, lifecycle marketing or CRM
• Hands-on proficiency with SQL and/or Python for querying customer data, building segments, and analysing campaign performance
• Demonstrated track record of designing and executing A/B and multivariate experiments at scale
• Strong commercial mindset with a clear understanding of how messaging drives conversion, retention, and business outcomes
• Comfort working across multiple markets, partners, and stakeholders in a fast-paced, multi-cultural environment

Preferred:

• Experience in fintech, digital lending, mobile money, or financial services in emerging markets
• Familiarity with CRM and customer engagement platforms (e.g., Braze, Iterable, MoEngage, CleverTap, Customer.io)
• Background in qualitative research methods such as customer surveys, focus groups, and customer study groups

This Role is:

• More than a growth marketing function, this is a core operational lever for product success
• A high-impact, cross-market role with direct visibility to the Head of Operations and executive leadership
• A platform to shape consumer experience across Credable’s full portfolio of digital lending products in emerging markets

Culture

At _able, we are a fast-paced, high-performing team driven by a shared passion for building the future of banking and democratising access to finance across emerging markets. Our team operates across offices in Dubai, Nairobi, Dar es Salaam, Kampala, Maputo, and Porto, with frequent travel to strengthen connections with colleagues and partners.

We value the impact of working together in person, believing it often delivers results that remote work cannot fully achieve. While work-from-home (WFH) is available for specific requests or situations, our culture emphasises the advantages of being physically present and engaged as a team.

We are entering an exciting phase of hyper-growth, expanding into new markets, scaling operations, and evolving our structures to shape the future of _able in 2026. We are looking for energetic, curious individuals who are passionate about our vision and eager to create value while driving innovation and growth in the markets we operate in. 

We’re thrilled to have you join us as we reshape the financial landscape in emerging markets.

Benefits

• Health Insurance for you and your direct dependants
• Group Bonus Policy
• Long-Term Incentive Plan (LTIP)
• Mental Health and Wellbeing Platform
• Learning & Development Opportunities (Internal and External)