General Manager: App Growth

MoMo from MTN; Dubai; On-site; AED 350,000 - 520,000; Full time

Job summary

MIDAS is seeking a General Manager: App Growth to drive the migration of users from USSD to the mobile app, boost in-app service adoption and optimise pricing and CX. The role oversees multiple growth motions across markets, supported by analytics, product, technology and data teams.

The incumbent will shape frameworks, standards and analytics capabilities to enable scalable app growth, adoption and monetisation while collaborating with market commercial teams to translate frameworks into local

Qualifications

• Minimum four-year tertiary degree in Business Science, Commerce, Marketing, Information Technology or related field.
• Master’s degree or MBA in Business Management, Marketing, Finance or related field (preferred).
• 10–12 years post-qualification experience, including 4 years in app-led growth, digital marketing, fintech, telco or e-commerce.
• Senior management track record of 5+ years, with at least 3 years in a relevant sector.

Responsibilities

• Owns in-app growth agenda for Midas, migrating users from USSD to the App and driving in-app adoption.
• Leads three growth motions with analytics support to optimise monetisation and CX.
• Sets frameworks, campaign standards and analytics capabilities for markets to execute migration, adoption and monetisation.

Skills

Growth leadership

Campaign strategy

Team leadership

Analytics & ML

Education

Bachelor-level degree in Business/Marketing/IT

Master’s or MBA (preferred)

Job description

General Manager: App Growth

Location: Dubai, United Arab Emirates / Johannesburg, South Africa

MIDAS is a strategic joint venture between MTN Group Fintech and Alipay, established to accelerate the modernisation of MTN Fintech’s digital financial services platform and strengthen the delivery of scalable, secure and customer-centric fintech capabilities across MTN markets.

MIDAS plays a critical role in enabling the next phase of MTN Fintech’s platform transformation by supporting the deployment, stabilisation and ongoing operation of the new digital wallet ecosystem. The joint venture brings together MTN Fintech’s deep market reach across Africa and Alipay’s global technology, platform and digital payments expertise to deliver a more resilient, innovative and future‑fit fintech operating model.

We at MIDAS believe this is a game changer in terms of our business strategy. We are looking at an incumbent to join us as we build a successful business together.

As part of your portfolio as General Manager: App Growth, you will be responsible for:

• In-app growth agenda within Midas, driving the migration of consumer users from USSD to the App, deepening in-app service adoption through targeted campaigns, and shaping the in-app service value proposition, pricing and customer experience that make the App the primary channel for consumer engagement.
• Leading three related growth motions as a single team, supported by a fourth analytics capability:

1. USSD-to-app user migration and lifecycle campaigns
2. In-app service adoption and engagement campaigns
3. In-app service value proposition, pricing and CX design
4. Analytics, personalisation and next-best-action models applied to in-app behaviour

• Setting the frameworks, campaign standards and analytics capability through which markets execute migration, adoption and in-app monetisation, and works with market commercial teams and the Consumer GM's function to convert those frameworks into local performance. It is a principal contributor to Midas's growth agenda, working alongside product, technology, CX and data teams to deliver shared app growth outcomes models, campaign standards and analytical capability through which markets execute, and works with market commercial teams to convert those frameworks into local performance. It is a principal contributor to the Consumer Growth & Lifestyle customer mission, working alongside product, technology, data and market colleagues to deliver shared customer outcomes rather than functional outputs.
• Contributing to the overall Midas growth agenda, delivers agreed app growth and adoption targets within the approved plan and budget, and continuously improves the productivity and effectiveness of the app growth function.

The incumbent must have the following:

• Minimum of a four-year tertiary degree in Business Science, Commerce, Marketing, Information Technology or a related field.
• Master’s degree or MBA in Business Management, Marketing, Finance or a related field (preferred).
• Minimum of 10 to 12 years post-qualification experience, including at least 4 years in app-led growth, digital marketing, fintech, telco or e-commerce, specifically in adoption, CVM or product growth portfolios.
• Senior management track record of 5 years or more, with at least 3 years in a relevant sector.
• Experience leading a multi-disciplinary team across migration, adoption and CX design.
• Demonstrated delivery of app growth, adoption or in-app monetisation programmes at scale.
• Experience applying data, machine learning and automation to in-app commercial decision-making.
• Experience in digital proposition development and in migrating customers from legacy to digital or app-led channels.
• Deep understanding of the fintech ecosystem, players, business models and industry practice.
• Willing and flexible to travel within Africa and the Middle East.

What will give an edge to your application:

• Relevant certification in digital marketing, growth marketing or customer value management.
• Experience working across diverse cultures and geographies; pan-African and emerging market experience.

Closing date: 03 November 2026. Late applications will not be accepted.

Should you not hear from us within 2 weeks of closing date, please consider your application unsuccessful.