The Growth Manager is responsible for leading Thrive’s post-download user journey, with full ownership of user retention, in-app engagement, community participation, reward redemption, and referrals.
This role plays a critical part in shaping how users experience value beyond onboarding — designing data-driven, behaviour-based strategies that increase activity, satisfaction, and lifetime value. The role holder will collaborate with cross-functional teams to translate insights into scalable, measurable initiatives that support long-term engagement and growth.
A user-focused, analytical, and strategic thinker, the ideal candidate brings strong experience in digital engagement, lifecycle management, community growth, and loyalty or rewards systems.
KEY TASKS AND RESPONSIBILITIES
- Lead the development and execution of Thrive’s retention and lifecycle engagement strategy across all user segments after download
- Collaborate with the data team to define user segments, behavioral cohorts, and re-engagement triggers, ensuring personalized experiences
- Design and implement habit-forming in-app features such as nudges, goal tracking, and challenges in collaboration with the Product team, using user feedback and data to drive long-term engagement
- Take the lead on building Thrive’s community-led growth strategy in partnership with the Community and Content teams to enhance engagement and build a vibrant, connected community
- Lead the approach to collecting and analyzing user feedback by working closely with the Customer Support team to identify trends, surface common pain points, and translate insights into product improvement plans.
- Lead the design and roll-out of the user referral programme and support the implementation of the Thrive loyalty programme to drive organic acquisition and strengthen user retention
- Lead the delivery of Thrive’s tiered reward redemption strategy in collaboration with the Partnerships team, ensuring a seamless user experience and alignment with user score tiers, while analyzing performance data to recommend optimizations that improve adoption, relevance, and user satisfaction
- Lead user engagement experiments in partnership with the Data team, testing and applying what works to improve future campaigns and features, while continuously exploring new ideas and staying up to date with digital engagement trends.
- Consolidate insights across data, support, and community engagement to support the Digital Ecosystem Lead in reporting, quarterly planning, roadmap inputs, and performance reviews.
SKILLS AND COMPETENCIES
User-Centric Thinking: Deep understanding of digital user behavior and engagement strategies
Ownership and Leadership: Proven ability to drive initiatives independently while guiding cross-functional execution
Data Fluency: Ability to lead with insights and translate behavioral trends into actionable strategies
Community and Loyalty Strategy: Skilled at creating user-facing initiatives that build community and reward participation
Collaborative Execution: Experienced in leading through influence and coordinating across teams such as Product, Marketing, Partnerships, Support, and Analytics
Growth Mindset: Agile and comfortable with experimentation, iteration, and fast-paced learning
Communication: Strong communication skills to align internal teams and clearly articulate user value
Project Management: Organised, structured, and able to manage multiple high-impact initiatives simultaneously
KNOWLEDGE AND EXPERIENCE
- Minimum of 7 years’ experience in user growth, lifecycle marketing, community management, or digital engagement
- Demonstrated success in increasing user retention and engagement within a digital platform
- Proven ability to lead cross-functional projects and influence without direct authority
- Hands-on experience with analytics platforms
- Familiarity with tiered loyalty or reward systems and community-building best practices
- Experience working in fintech, wellness, or platform-driven businesses in African markets is an added advantage
QUALIFICATIONS
- Bachelor’s degree in Marketing, Business, Psychology, Communications, or a related field
- Demonstrated experience leading growth or engagement functions in digital or platform-based businesses
Success in this Role
Success in this role will be demonstrated by sustained growth in user retention, active participation in the Thrive community, high engagement with tier-based rewards, and a significant increase in organic referrals and Net Promoter Score. Additionally, the role will be marked by strong stakeholder relationships, seamless project execution, and the ability to leverage data-driven insights to continuously improve partnership strategies and outcomes.
The result will be a loyal and self-sustaining Thrive ecosystem where users are not only engaged and financially informed, but also empowered to take control of their lives — leading to improved financial freedom, stronger wellbeing, and a more fulfilled, holistic lifestyle.
SkillsAction Planning, Adaptive Thinking, Analytical Thinking, Business Case Development, Business Requirements Analysis, Client Needs Analysis, Current State Assessment, Customer-Focused, Data Compilation, Developing Creative Solutions, Evaluating Information, Futures Thinking, Presenting Solutions, Project Resource Management, Solution Analysis
