Principal CRM Manager - Lifecycle and Growth
Principal CRM Manager - Lifecycle and Growth
Leading lifecycle and growth CRM in an AI-native organization, owning end-to-end lifecycle strategy and building scalable CRM systems beyond one-off campaigns.
Cynthia Mutanu
CRM and Lifecycle Manager
Nairobi, Kenya (+03:00 UTC) Englishfrom Nairobi, Kenya
Usually responds in 12 hours
Free
Price per hour
15 min30 min60 min
Time Blocks Available
5.00
15 reviews / 22 sessions
Mon
12
Next availability
Bio
Hey there š Ever found yourself confused or thinking about something for a long time, only for a single conversation to clear it up? I am here to have that much needed conversation with you! My name is Cynthia - a marketer by profession - with strengths in crafting effective GTM Strategies, revenue optimization through data analytics, and guiding career growth. By booking a call with me, we could explore any of the three pivotal areas below and more: 1. Strategic Go-to-Market Approach: Includes identifying optimal target segments, conceptualizing customer journeys and impactful messaging for campaigns that deeply resonate with both B2B and B2C audiences and employing strategic communication tactics to elevate conversion rates. This encompasses everything that ensures successful product launches and market entries. 2. Data-Driven Revenue Optimization: Entails tracking of metrics and extracting actionable insights from dashboard data on marketing tools such as Google Marketing Platform and Facebook Meta Business Suite. My skillset includes trend analysis, strategic recommendations, and a focus on predictability in conversion rates and campaign performance - all of which contribute to driving tangible revenue growth. 3. Guiding Career Aspirations: My passion extends to fostering professional growth and development. I have a few ideas to bounce off on career milestones and upskilling that empower individuals to remain competitive and adaptable in the fast-paced landscape. Hoping to enable you to carve your path to success. Excited to have you book a call with me!
Expertise
Conversion rate optimisation
Through the analysis of user behaviour from various data sources I have been able to identify user drop-off points, bottlenecks, and areas of improvement. I develop hypotheses about what changes could improve the conversion rate. A/B testing based on design, content, user experience, and call-to-action elements is my forte. I collaborate with product teams, developers, data team, and other stakeholders to implement improvements needed for better customer experience and better positioning.
Go to market strategy
I have led Go-to-Market initiatives for both B2B and B2C products encompassing pre-launch activities, launch events, and post-launch activities. With a deep understanding of the target audience, their needs, preferences, pain points and competitor analysis, I can offer guidance on the right messaging, appropriate channels and effective tracking. Through Cross-Functional Collaboration, I've used customer feedback and insights after the launch to support recommendations for improvements needed.
Growth marketing
Since 2017, I have been keen in analysing trends and picking insights useful in driving initiatives that deliver better usage and increased revenue. I know when it is time to do things differently for better results. I have successfully led initiatives geared towards better acquisition, improved retention and customer loyalty. Through setting the right SMART objectives, campaign automation and tracking growth metrics, I have succeeded in unlocking great return on marketing investment.
Product marketing
I am a passionate Product Marketer who has had an opportunity to work in a product-led business! I've driven successful product launches, helped boost revenue for various products and increased product use with compelling messaging strategies. Feel free to discuss with me how best to effectively put your product out there. We could dive deeper into šÆ Strategic Positioning: š Competitive Edge š Launch Excellence š Data-Driven Insights #ProductMarketingExpert
Toolkit
Google Analytics
- Tracking website performance and collecting visitor insights to determine top sources of user traffic, track goal completions, discover patterns in user engagement. - Improving online advertising by providing marketing analytics that help in tracking the effectiveness of ads, measure the ROI of their campaigns, and optimize ad spend. - Improving search engine optimization (SEO) efforts by identifying keywords that drive traffic to the site and therefore optimizing content.
HubSpot
- Lead generation, managing customer inquiries, tickets, and interactions to enhance customer satisfaction. - Tracking the effectiveness of marketing efforts, analyzing campaign performance through built-in analytics tools and attributing conversions to specific campaigns
LinkedIn Ads
For career growth, LinkedIn has been instrumental in enabling me to stay updated on industry trends. I have learnt what I need to do and how to follow the right profiles for maximum value from the platform. Let's talk about how to have a profile that speaks for you and connections that are most useful.
Mailchimp
- Creating and sending email campaigns to a target audience - Building and managing email lists - track the performance of email campaigns: metrics such as open rates, click-through rates, and subscriber activity
Experience
Carry1st
Customer Relationships ManagerI run full CRM work across email, push, SMS, in-app and WhatsApp. I've built new user, retention, and winback flows from scratch, which have increased the number of monthly active customers. I undertook deep segmentation of users that achieved personalised targeting, set up trigger messages tied to user actions that improved conversion, and often updated messaging to keep each user touchpoint relevant. Working with the data team, I've set up new dashboards for easy tracking and reporting of key metrics. I created reusable email layouts that made new setups much quicker. I also closely collaborated with the product and growth teams to ensure campaigns were launched with localized content across different countries. Increased week 2 retention rate by 21% within four months. Designed campaigns (email, push, SMS, WhatsApp) delivering conversion rates of 14% above benchmarks.
Cellulant
Senior Manager: Marketing Operations and GrowthSpearheaded merchant-focused marketing strategies, set KPIs, and driving a 24% YoY revenue increase. Launched and optimized high-impact lifecycle and cross-sell campaigns, driving usage and profit growth. Analyzed campaign trends, built dashboards and KPI frameworks for campaign tracking, churn analysis, and revenue attribution. Optimized funds allocation and utilization for marketing drives, increasing ROMI by 17%. Cultivated strong relationships with key internal and external stakeholders to ensure smooth operations.
Cellulant
Group Marketing Operations LeadStreamlined operations, cutting the Customer Acquisition Cost (CAC) by 30% and boosting annual revenue. Led data-driven campaigns, boosting leads by 20% and customer engagement by 15%. Managed and mentored a team of 15, setting clear performance goals and ensuring consistent goal alignment. Developed key performance metrics and monthly impact reports with the data team, including strategic board presentations. Provided insights to the CMO that improved the Average Order Value (AOV), and lowered funnel drop-off rates. Introduced and managed campaign management tools, increasing productivity and reducing time-to-market.
Cellulant
Group Growth (Activation) LeadProduct Marketing: Designed marketing strategies for 2,000+ merchants, substantially boosting product adoption rate. Client Engagement: Expanded growth campaigns and secured joint marketing deals, driving new business and market expansion. 360Ė Campaigns: Executed campaigns across all markets; including awareness, acquisition, retention and win-back campaigns. Market Growth: Drove 8% MoM growth in Gross Product Value for Billpay and Checkout merchants for 6 major markets in Africa.
Cellulant
Growth LeadRevenue Growth: Increased Average Revenue Per User (ARPU) and customer usage for merchants, especially in airtime product purchases. Engagement Campaigns: Launched SMS, push, and in-app notifications, enhancing overall customer engagement and retention. GTM Success: Delivered GTM plans for new product launches e.g., International Funds Transfer, increasing Monthly Active Users.
Cellulant
Activation ExecutiveConversion Optimization: Improved conversion rates by 25% within 3 months through compelling customer engagement strategies. Team Management: Led a telesales team field marketers, driving market share growth and onboarding over 4,000 new customers weekly. Customer Retention: Crafted targeted copy and effectively handled customer complaints, increasing retention rate from 55% to over 70%.
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Processed invoices, conducted supplier reconciliations, and settled vendor accounts promptly. Assisted in performing audit functions by gathering and organizing necessary documents. Collaborated with the procurement team to verify and match purchase orders and invoices.
Safaricom Limited
Finance AssociateManaged vendor payments and purchase order processing, ensuring timely and accurate transactions. Prepared weekly/monthly reports and maintained financial records, providing clear insights. Performed bank and vendor reconciliations, enhancing financial accuracy and efficiency.