Loyalty Product and Growth Manager

Loyalty Product & Growth Manager

Main Purpose:

Puma Energy is seeking a Product & Growth Manager to own the product strategy, user growth, and commercial performance of its digital platform across multiple African markets. The platform is live and scaling — this is not a build-from-scratch role. The focus is on accelerating adoption, deepening engagement, expanding the partner ecosystem, and translating data into product decisions that drive measurable commercial outcomes.

The role sits at the intersection of product management, growth marketing, commercial development, and data analytics. The successful candidate will be equally comfortable defining a product roadmap, running acquisition experiments, negotiating a banking or retail partner integration, and presenting performance results to senior leadership. They will work closely with technology, operations, finance, and marketing teams across markets.

KEY RESPONSIBILITIES:

Roadmap & Prioritisation

• Own the product roadmap across all active markets: define, prioritise, and sequence features based on user data, commercial impact, operational feasibility, and strategic fit.
• Translate business requirements and growth hypotheses into clear product specifications — user stories, acceptance criteria, wireframes, and edge case documentation — for handoff to engineering.
• Maintain a disciplined backlog management process: ruthlessly prioritise, kill low-ROI features, and protect engineering capacity for high-impact delivery.
• Balance short-term market-specific requests against long-term platform scalability; maintain a single codebase philosophy while accommodating in-country regulatory and operational variation.
• Run structured product discovery: user interviews, site visits, customer journey mapping, and competitive benchmarking across African digital consumer platforms.

Go-to-Market & Launch

• Own end-to-end launch planning for new features, new markets, and new partner integrations: coordinate across technology, operations, compliance, finance, and marketing to hit go-live milestones.
• Define launch success metrics upfront; instrument tracking before launch and conduct structured post-launch reviews at 2, 4, and 8 weeks.
• Develop and maintain market-entry playbooks for platform expansion into new countries: regulatory checklist, operational readiness criteria, partner onboarding requirements, and marketing activation plan.
• Manage the full lifecycle of banking and retail partner integrations from commercial negotiation through technical scoping, UAT, and live activation.

Partner & Ecosystem Development

• Identify, negotiate, and onboard new earn and burn partners — retail, banking, food & beverage, telco, and services — to expand the platform's value proposition beyond fuel.
• Define commercial terms for partner integrations: revenue share, point funding structures, co-marketing commitments, and SLA requirements.
• Build and maintain partner relationships across active markets; run quarterly business reviews and identify upsell or deepening opportunities.
• Work with banking partners to develop co-branded product features, card-linked reward mechanics, and payment gateway integrations that drive card adoption and platform funding.

Growth & Acquisition

User Acquisition

• Own the customer acquisition strategy across all active markets: define channel mix, cost-per-acquisition targets, and monthly registration volume goals by market.
• Design and execute acquisition campaigns across digital channels (social, search, influencer, in-app) and physical channels (forecourt, POS, partner branches, outdoor) — with clear attribution for each.
• Develop referral programme mechanics, promotional offers, and sign-up incentives; test, iterate, and scale what works.
• Build acquisition funnels in the marketing automation platform; define trigger logic, messaging sequences, and drop-off intervention points from app download through first transaction.
• Manage relationships with creative agencies and media partners; brief, review, and approve campaign assets across markets and channels.

Engagement & Retention

• Define and own engagement KPIs: monthly active users, transaction frequency, average spend per visit, points redemption rate, and churn by cohort.
• Design and execute lifecycle marketing programmes: onboarding sequences, re-engagement campaigns, tier upgrade nudges, and win-back flows — built in the marketing automation platform and personalised by user behaviour.
• Develop and manage the promotional calendar across markets: fuel bonus events, partner promotions, seasonal campaigns, and banking partner co-activations; coordinate creative production and channel delivery end to end.
• Run structured A/B tests on messaging, offer mechanics, and UX flows; maintain a live experiment log and present learnings to leadership monthly.
• Analyse cohort behaviour to identify drop-off points, engagement drivers, and redemption barriers; translate findings into product and marketing interventions.

Data & Performance

• Own the growth analytics function: define the measurement framework, build dashboards in the BI platform, and report weekly on acquisition, engagement, and retention metrics by market.
• Work with the data engineering team to ensure the event tracking schema captures the user behaviour signals needed for growth analysis; define tracking requirements for every new feature.
• Conduct regular segmentation analysis: identify high-value customer cohorts, behavioural patterns, and underserved segments with growth potential.
• Build and maintain the business case for growth investments: model customer LTV, payback periods, and incremental revenue from proposed initiatives before seeking approval.
• Provide market-level performance packs to country leadership on a monthly basis; present quarterly reviews to regional leadership with forward-looking recommendations.

Commercial & Strategic

• Own the P&L contribution of the digital platform: track programme costs, partner revenue, and incremental fuel and shop volume attributable to digital engagement.
• Develop the annual growth plan by market: registration targets, engagement benchmarks, partner pipeline, and revenue projections — with quarterly milestones and accountability structures.
• Identify and evaluate new revenue streams: premium tier mechanics, B2B fleet products, data monetisation opportunities, and white-label platform potential.
• Represent the digital platform in country leadership meetings, regional business reviews, and partner commercial discussions; prepare concise, data-led executive presentations.
• Monitor the competitive landscape across African digital consumer platforms, fintech, and fuel retail; bring market intelligence into product and commercial decisions.

SKILLS & COMPENTENCIES:

Essential

• 5+ years in product management, growth, or digital commercial roles — with direct ownership of user acquisition and engagement metrics.
• Proven track record of growing a consumer digital product: demonstrated results in registration volume, MAU, or transaction frequency growth.
• Experience managing multi-market consumer products simultaneously, ideally across emerging or African markets.
• Strong data literacy: able to build and interpret cohort analyses, funnel reports, and A/B test results independently using SQL or BI tools.
• Hands-on experience with marketing automation and CRM platforms: campaign building, segmentation, trigger logic, and performance analysis.
• Experience negotiating and managing commercial partner relationships — banking, retail, telco, or FMCG.
• Excellent written and verbal communication; able to write crisp product specs, sharp executive summaries, and compelling partner proposals.

Preferred

• Experience in fuel retail, convenience retail, fintech, or consumer loyalty in Africa.
• Familiarity with mobile-money and banking-as-a-service integration dynamics in African markets.
• Experience working with low-literacy or low-smartphone-penetration consumer segments.
• Exposure to card-linked reward programmes or banking partner co-marketing structures.
• Working knowledge of digital marketing attribution, mobile measurement platforms, and paid social campaign management.
• Experience with agile product development: sprint planning, backlog grooming, and cross-functional delivery coordination.

Education

• Bachelor's degree in Business, Economics, Marketing, Engineering, or a related field. MBA or equivalent advantageous.
• Demonstrable track record of commercial ownership and growth delivery will be weighted above academic background.

Experience Level

Mid Level