About Numida:

Numida exists to help ambitious African small business owners achieve their dreams through accessible, digital financial services. Traditional lenders have failed this market, so since 2021 we’ve built a fast, fair and convenient working capital product that has disbursed more than $170M to over 118,000 businesses across East Africa.

Our vision is to enable 1 million African small business owners to achieve their dreams by 2030. To achieve this we are executing our mission of building financial products to catalyze meaningful change for ambitious African small business owners and their communities.

We are Uganda’s first YC-backed fintech and one of Africa’s fastest-growing technology companies.

We are expanding rapidly across the region and building products that deeply serve entrepreneurs in meaningful, practical ways.

About the role

Acquiring a new client is the most expensive way for a lender to grow. Across our three markets, we have thousands of business owners who have borrowed from us and repaid well, and many of them have since gone quiet. Bringing those clients back, and helping first-time borrowers take a second and third loan, is some of the most valuable work available to us.

We have a good sense of what needs doing. What we have not had is anyone whose attention is on it.

This role is that person, and it is an unusual opportunity to build something from the beginning rather than inherit it.

You will cover all three markets, but you will not run everything everywhere at once. Programmes get built and tested in one market, and what works travels with the evidence behind it. That discipline is as much a part of the role as the campaigns themselves.

Where your focus sits

This is a generalist role, and we want to be clear about that from the start.

Around 70 percent of your time sits with retention and lifecycle marketing across our markets. That is your home, and it is what we are hiring you for.

The remaining 30 percent goes to wider marketing priorities across the department. We are a small team covering three markets at different stages, so priorities move. In practice, that might mean supporting an acquisition campaign, helping a product launch reach existing clients, contributing to a market launch or event, picking up research, or covering a colleague during a busy period. It is shared work, and everyone in the team carries some of it, including your manager.

We put this in writing because it is real. If you would prefer a role with a fixed, unchanging remit, this is probably not the right fit. If you like variety and enjoy being useful across a function, you will do well here. And also worth noting that this is a marketing role, not a sales role.

Responsibilities;

Understanding the base

• Segmentation of our client base. Active, dormant, churned, at risk, high value, and whichever other cuts turn out to matter.
• Baseline figures that do not currently live in one place, covering repeat behaviour, dormancy and reactivation.

Programmes

• Reactivation programmes for dormant and churned clients.
• Repeat journeys that help a first-time borrower take a second and then a third loan.
• Adoption messaging for savings, multi-term loans and other products we launch into the existing base.
• Loyalty communities as retention infrastructure. NumiQueens, our invite-only community for high-performing female clients, has grown well and has real potential to do more.

Channels and craft

• Lifecycle messaging across SMS, WhatsApp, and in-app.
• Copy that sounds like a partner talking to a business owner. Short, plain and in language where it matters, rather than a product announcement.

Measurement

• A control group wherever we can run one, so we can tell what actually worked.
• A regular cohort view that you own and that the rest of the team can read easily.

How performance is reviewed

We reviewed four things. The specific measures are agreed with your manager when you join and revisited each quarter, so they stay relevant as the business moves.

• Business impact. The commercial result your work contributes to in your market or area.
• Delivery. Whether work reaches the market when it was planned to, and whether the budget is used as intended
• Efficiency. Whether the cost of the results you produce improves over time.
• Collaboration. How well you work with product, data and the rest of the marketing team, and how well you share what you learn.

Delivery carries real weight here. Work that reaches the market on schedule and teaches us something is worth more to us than perfect work that arrives late.

Your first 90 days

These are milestones rather than targets. We are looking for early signs that you can hold work together and make sense of a new environment.

• You understand our clients, our products and our numbers well enough to have your own opinions about them.
• The work you own is running to a plan that other people can see, with the dates being met.
• Your key relationships are in place, inside the team and with the partners and vendors you rely on.
• You have brought us at least one idea we had not thought of, based on something you observed rather than general best practice.

Your profile

• Three to five years in marketing, with real exposure to CRM, lifecycle or retention work, from lending, telco, insurance, ecommerce or a similar field.
• The ability to pull your own data, or the appetite to learn quickly. You will not have an analyst on call all the time.
• A good grasp of testing. Control groups, sample sizes, and the honesty to call a result flat when it
• Clear, short, human copywriting in English.
• Breadth. You are comfortable being pulled into acquisition, launch or event work when the team needs it.
• Comfort building something before the results arrive.

Advantageous

• Luganda, Swahili or Kinyarwanda.
• SQL, Redash or similar querying experience.
• Experience working across more than one market or country.

• Segmentation of our client base. Active, dormant, churned, at risk, high value, and whichever other cuts turn out to matter.
• Baseline figures that do not currently live in one place, covering repeat behaviour, dormancy and reactivation.
• Reactivation programmes for dormant and churned clients.
• Repeat journeys that help a first-time borrower take a second and then a third loan.
• Adoption messaging for savings, multi-term loans and other products we launch into the existing base.
• Loyalty communities as retention infrastructure. NumiQueens, our invite-only community for high-performing female clients, has grown well and has real potential to do more.
• Lifecycle messaging across SMS, WhatsApp, and in-app.
• Copy that sounds like a partner talking to a business owner. Short, plain and in language where it matters, rather than a product announcement.
• A control group wherever we can run one, so we can tell what actually worked.
• A regular cohort view that you own and that the rest of the team can read easily.

• CRM
• Lifecycle marketing
• Retention marketing
• Data analysis
• Testing (control groups, sample sizes)
• Copywriting
• SQL (advantageous)
• Redash (advantageous)

• Three to five years in marketing
• Real exposure to CRM, lifecycle or retention work
• Experience from lending, telco, insurance, ecommerce or a similar field
• Ability to pull own data or appetite to learn quickly
• Good grasp of testing
• Clear, short, human copywriting in English
• Comfort being pulled into acquisition, launch or event work
• Comfort building something before the results arrive
• Luganda, Swahili or Kinyarwanda (advantageous)
• SQL, Redash or similar querying experience (advantageous)
• Experience working across more than one market or country (advantageous)