Acquisition Growth Analyst

Referral, affiliate, and viral loops (primary focus)

• Own end-to-end performance analysis of the Invite a Friend referral programme: invite volume, invite-to-signup conversion, referred-customer activation, and referral-driven transaction volume.
• Model and monitor referral unit economics: reward cost per acquired customer, blended and referral-specific CAC, CAC payback period, and LTV to CAC ratio by corridor.
• Design and evaluate dual-sided incentive structures (referrer and referee rewards), including reward tiering, caps, qualification criteria, and payout triggers.
• Measure programme virality: referral participation rate, invites per active customer, K-factor, and viral cycle time.
• Identify and quantify referral abuse and self-referral patterns, and work with Compliance and BI to close gaps without suppressing legitimate participation.
• Analyse affiliate programme performance by partner: traffic and sign-up volume, commission cost per acquired customer, quality of customers delivered, and payout validation against verified activity.
• Track associate channel performance, recommend where to concentrate incentive spend, and identify which corridors the channel should expand into next based on demand signals and unit economics.

Acquisition funnel and activation

• Analyse the full acquisition funnel: traffic and app install, sign-up, KYC and verification completion, first transaction, and second transaction.
• Isolate drop-off points by corridor, device, channel, and customer cohort, and size the revenue opportunity behind each one.
• Improve time-to-first-transaction and first-transaction conversion rate through funnel and onboarding recommendations.
• Partner with Product to reduce friction in registration, verification, and first-send journeys.

Channel performance and CAC efficiency

• Track acquisition performance by source and channel: paid media, organic, referral, affiliate, associate, and partner.
• Build and maintain channel-level CAC, cost per activated customer, and cost per first transaction reporting.
• Identify high-performing and underperforming acquisition sources and recommend budget and incentive reallocation.
• Support attribution and source-of-truth alignment between marketing platforms and internal transaction data.

Experimentation

• Design, instrument, and read out A/B tests and growth experiments across referral mechanics, onboarding, incentive levels, and in-app prompts.
• Define hypotheses, primary metrics, sample size requirements, and test duration before launch.
• Use holdout groups and incrementality testing to separate genuine lift from correlation, particularly on incentive-led campaigns.
• Maintain a structured experiment repository so results, learnings, and failed tests are searchable and reusable.

Reporting and stakeholder communication

• Deliver weekly and monthly acquisition insight: what changed in funnel conversion, referral performance, channel CAC, activation, and corridor trends, why it changed, and what to do about it.
• Prepare executive-ready insight summaries for senior leadership: what moved, why it moved, what to do next.
• Be explicit about data limitations, definitional caveats, and confidence levels in every number you publish.

Wider lifecycle support (secondary, approximately 25% of time)

• Build behavioural cohorts and customer segments from transactional and engagement data.
• Flag early churn indicators and support segmentation for retention, win-back, and reactivation campaigns.
• Contribute to customer lifetime value modelling and repeat-transaction analysis.
• Coordinate with relevant internal departments on campaign execution and data accuracy.

Must have

• Minimum graduation with 2 to 4 years of experience in customer acquisition, growth analytics, product analytics, or marketing analytics, ideally in fintech, payments, consumer apps, e-commerce, or marketplaces.
• Hands-on acquisition funnel management: owning a funnel end to end, from traffic and sign-up through activation and first transaction.
• Proven acquisition growth: a track record of measurable improvement in acquisition volume, conversion rate, or CAC efficiency that you can evidence and explain.
• Advanced Excel or Google Sheets: pivot tables, lookups, cohort tables, and financial modelling of unit economics.
• Demonstrated understanding of acquisition funnels, conversion rate optimisation, cohort analysis, retention curves, CAC, and LTV.
• Practical experience with A/B testing and experiment design, including significance, sample sizing, and common pitfalls.
• Ability to translate analysis into a clear recommendation and defend it to non-technical stakeholders.
• Strong written and spoken English.

Strongly preferred

• Direct experience with a referral programme, invite-a-friend mechanic, affiliate or partner programme, loyalty or rewards programme, or any incentive-led acquisition channel.
• Experience in remittance, cross-border payments, digital wallets, neobanking, or another regulated financial product.
• Product analytics tooling: GA4, Firebase, Amplitude, Mixpanel, CleverTap, or similar.
• BI and visualisation tooling: Power BI, Tableau, Looker Studio, or Metabase.
• CRM and campaign platforms: Braze, CleverTap, MoEngage, Salesforce Marketing Cloud, or similar.
• Python or R for analysis and automation.
• Exposure to incentive fraud detection or promotional abuse analysis.

• Full acquisition funnel mapped end to end with baseline conversion rates by corridor and channel.
• Referral programme baseline established: participation rate, invite-to-activation conversion, cost per referred customer.
• Internal acquisition targets adopted and owned, with a documented view of where this role adds value against each one.
• Empirical measurement in place of how much each acquisition initiative contributes to overall acquisition, with demonstrated improvement in that contribution.

• At least three referral or onboarding experiments shipped with measured, statistically defensible outcomes.
• A documented, quantified recommendation on referral reward structure and its effect on CAC.
• Reduction in a named acquisition funnel drop-off point, with the improvement attributable to your analysis.

• Measurable improvement in referral-driven new customer volume and referral programme participation rate.
• Improvement in blended CAC efficiency or CAC payback period.
• Improvement in sign-up to first-transaction conversion rate.
• Experiment throughput and quality: hypotheses tested per quarter and learnings documented.
• Leadership reporting delivered on time, with figures that hold up under scrutiny.
  
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