A. PROFILE

Role Title: Business Performance Manager
Reporting to: Acquisition & Growth Senior Manager
Division: Digital & MFS
Department / Section: Digital & MFS

B. CONTEXT

Purpose: To monitor, evaluate, and optimize overall MFS business performance and portfolio growth by tracking macro wallet metrics while driving commercial efficiency, acquisition performance, and unit economics across all digital marketing, ground activations, and lifecycle retention initiatives.
Context: Situated within the User Acquisition & Growth team of MFS Business, this role serves as the central analytical engine bridging team-level acquisition metrics with overall MFS business health. It directly supports growth leadership and departmental heads by evaluating total wallet transaction volume and value, analyzing revenue drivers, tracking funnel velocity, and ensuring sustainable Customer Acquisition Cost (CAC) and Lifetime Value (LTV) economics.

C. ROLE ACCOUNTABILITIES

· Overall MFS Performance Monitoring: Track and report daily, weekly, and monthly e-wallet business health including active users (MAU/DAU), transaction volume/value, and total wallet revenue against commercial targets.

· Acquisition & Growth Tracking: Evaluate new user registrations, acquisition channel performance, and funnel conversion rates across both digital and ground channels.

· Campaign ROI & Promotional Analytics: Measure the financial effectiveness and conversion impact of digital ad spend, cashback incentives, referral schemes, and field campaigns.

· Unit Economics & CAC/LTV Modeling: Build and maintain models to monitor Customer Acquisition Cost (CAC), Payback Periods, and Customer Lifetime Value (LTV) across customer cohorts.

· Agency & Field Partner Auditing: Evaluate third-party activation agencies, promoter networks, and agent onboarding channels on cost-per-acquisition, quality, and SLA delivery.

· Business Cases & Growth Modeling: Develop financial models, budget re-forecasts, and ROI projections for new growth experiments, campaigns, and overall business expansion.

D. KEY PERFORMANCE INDICATORS

· MFS Business Performance Reports: Timely and accurate delivery of Daily, Weekly, and Monthly MFS performance scorecards tracking active users (MAU/DAU), gross transaction volume (GTV), total transaction value, and wallet revenue against targets.

· Acquisition & Conversion Velocity Reports: On-time tracking of gross new registrations, onboarding funnel conversion rates (Day 1, Day 7, Day 30), and time-to-first transaction (FVT).

· Campaign ROI & Promotional Performance Reports: Post-campaign performance audits evaluating digital ad spend efficiency, cashback ROI, referral mechanics, and field activation agency cost-per-acquisition (CPA).

· Churn & Lifecycle Retention Analysis: Deep-dive analysis on user drop-off points, cohort retention rates (30-day and 90-day), inactive wallet reactivation triggers, and user lifecycle churn metrics.

· Use-Case & Feature Adoption Reports: Detailed tracking of specific wallet use-case conversion rates (such as cash-in/out, P2P transfers, merchant payments, and utility bill pay) across user cohorts.

E. WORKING RELATIONSHIPS & DECISION MAKING

Interacts with: 
Internal:

· Acquisition & Growth Team Members (Peer Level/Senior Level):

· Finance & Commercial Control Teams (Peer/Senior Level):

· Data Analytics & Enterprise BI Teams (Peer Level):

· Product & User Experience Teams (Peer Level):

· Operations & Agent Network Teams (Peer Level):

External:

· Third-Party Activation Agencies & Field Vendors (Operational/Management Level):

· Digital Media & Performance Ad Agencies (Operational Level): · External Auditors & Regulatory Assurance Teams (Operational / Engagement Level):

Decision Making

Independent Decisions (Operational Autonomy): 

· Analytics & Cohort Methodologies: Selection of analytical tools, cohort framing, funnel visualization techniques, and attribution tracking models for growth and overall business metrics. 

· Performance Reporting Cadence: Structuring and publishing daily acquisition updates, weekly campaign performance summaries, and monthly MFS business performance scorecards.

· Data Validation & Audit: Verification and sign-off on acquisition numbers, channel attribution metrics, overall wallet transaction figures, and agency delivery reports. Joint Decisions (In Conjunction with Others): 

· Budget Re-allocation: Jointly decide with the Acquisition & Growth Senior Manager on reallocating tactical marketing spend between underperforming and high-performing channels based on overall business impact. 

· Business Case Approvals: Collaborate with Growth and Finance leads to validate business cases and ROI projections for major promotional campaigns or referral programs. 

· Agency Performance Sign-off: Partner with the Growth Manager to approve vendor performance metrics for billing and SLA penalty/bonus enforcement Delegated Financial Authority: 

· Budget Tracking: Authority to review, validate, and audit campaign expenditure requests prior to Senior Manager/CxO sign-off. 

· Analytics Tooling/Resources: Standard delegated operational approval for analytics tools and tracking resource software within pre-approved team budgets

F. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

· Experience: 5–8 years of progressive experience in business performance management, growth analytics, commercial finance, or marketing analytics, with at least 3 years directly focused on Digital Banking, Mobile Financial Services (MFS), Fintech, or high- volume digital platforms

· Domain Expertise: Strong understanding of overall MFS business drivers (GTV, revenue, float, interchange), growth funnels, digital acquisition channels, field/agent activation dynamics, and mobile app lifecycle metrics (CAC, LTV, Retention, Churn, FVT).

· Analytical Capabilities: High proficiency in enterprise BI platforms (PowerBI, Tableau), advanced Excel/financial modeling, and data extraction using SQL; familiarity with Mobile Measurement Platforms (MMPs like AppsFlyer/Adjust) is a distinct advantage.

· Cross-Functional Collaboration: Proven ability to translate complex acquisition and business performance data into clear commercial narratives for growth managers, creative teams, external auditors, and executive stakeholders.

Minimum Entry Qualifications

Education: Bachelor's degree in Business Analytics, Finance, Statistics, Economics, Marketing, or a related quantitative discipline Preferred Qualification / Advantage: Master's degree (MBA/Finance/Analytics) or professional certifications in Data Analytics, Financial Modeling, or Growth Marketing Analytics