Growth Manager - Africa

Who We Are At OKX, we believe that the future will be reshaped by crypto, and ultimately contribute to every individual's freedom. OKX is a leading crypto exchange and the developer of OKX Wallet, giving millions access to crypto trading and decentralized crypto applications (dApps). OKX is also a trusted brand for hundreds of large institutions seeking access to crypto markets. We are safe and reliable, backed by our Proof of Reserves. Across our multiple offices globally, we are united by our core principles: We Before Me, Do the Right Thing, and Get Things Done. These shared values drive our culture, shape our processes, and foster a friendly, rewarding, and diverse environment for every OK-er. OKX is part of OKG, a group that brings the value of blockchain to users around the world through leading products including OKX, OKX Wallet, OKLink, and more. About the Opportunity We are looking for a results-driven Growth Manager to lead our expansion in Africa. This is a high-ownership, high-impact role sitting at the intersection of P2P marketplace operations, user acquisition, and lifecycle marketing. You will own the full growth funnel: from acquiring new crypto users in a market where P2P remains the dominant on-ramp, to converting registrations into active traders, and implementing retention and reactivation programmes that turn occasional users into engaged, habitual ones. You will work cross-functionally with Product, Marketing, Compliance, and local Business Development to make Africa a flagship growth market. What You'll Be Doing P2P Growth & Market Development - Own the end-to-end P2P growth strategy for Africa including merchant recruitment, liquidity depth, and P2P order conversion rates. - Build and manage a network of anchor P2P merchants and high-volume traders to ensure competitive pricing and strong order fill rates. - Identify payment corridor gaps (EasyPaisa, JazzCash, bank transfer) and work with the product team to optimise supported payment methods. - Monitor market-level P2P spread trends and competitor pricing, and adapt tactics to maintain platform competitiveness. - Drive volume growth on the P2P orderbook through targeted merchant incentive schemes, volume-based rebates, and maker/taker promotions. User Acquisition & Crypto Adoption - Develop and execute localised acquisition campaigns across digital channels (Meta, Google, TikTok, YouTube, local publishers) tailored to the African market's unique regulatory and cultural context. - Build a community-led growth engine — grow and activate Telegram, WhatsApp, and local crypto community channels. - Forge partnerships with local influencers, educators, and YouTube/TikTok crypto creators to drive organic trust and brand awareness. - Design referral and invite programmes calibrated to Pakistani user behaviour and cost-per-acquisition economics. - Track and improve key top-of-funnel metrics: new registrations, KYC completion rate, first deposit rate, and first trade rate. Trading Behaviour Activation - Design and execute activation sequences (push, in-app, email, SMS) that move newly registered users from sign-up to first trade within a defined window. - Develop targeted trading incentive programmes: zero-fee periods, trading bonuses, spot trading competitions, and P2P merchant perks. - Use behavioural segmentation to identify users who have deposited but not traded, and design targeted nudges to convert them. - Work with the Product team to identify and remove friction points in the trading journey — onboarding, KYC, deposit, and first order placement. - Track activation KPIs: time-to-first-trade, deposit-to-trade conversion, and D1/D7/D30 trading rates. Retention & Engagement - Build a retention playbook for the African market using lifecycle cohort analysis to identify where users drop off and designing targeted interventions. - Own the CRM strategy for Pakistan: personalised push notifications, in-app messages, email flows, and SMS campaigns segmented by trading behaviour. - Design and manage loyalty mechanics: rewards programmes, trading streaks, milestone badges, and VIP tier benefits calibrated to local user psychology. - Run A/B tests on messaging, timing, offer structure, and channel mix to continuously improve retention metrics. - Track retention KPIs: 30/60/90-day active trading rates, average sessions per week, and churn rate by cohort and segment. Reactivation & Win-Back - Build and operate a structured reactivation programme targeting lapsed users, segmented by recency, frequency, and last activity type. - Design win-back campaigns (P2P incentives, spot bonuses, personalised outreach) tailored to why specific user segments churned. - Leverage local channels — WhatsApp, SMS, Telegram — for high-reach, low-cost reactivation in the African context. - Run time-limited reactivation offers during high-relevance moments: market volatility event