Viola Kioko
Summary
Digital Transformation| Growth Product Management | FinTech | Open Banking| PhD candidate Global Business Management
Overview
11
11
years of professional experience
12
12
years of post-secondary education
4
4
Certifications
Work History
Head of Sales Digital Business
Family Bank Ltd
08.2022 - Current
- Responsible for driving customer acquisition, product penetration and growth of the P&L and balance sheet through innovation, Fintech, Digital Transformation.
- Responsible for Digital Revenue growth targeting USD20M in 2023.
- Driving new income lines harnessed from Strategic Partnerships through Open Banking - Banking as a service.
- Leadership; Defined a Digital on-ground Sales structure, managing a team of 103 sales people across the entire bank network.
- Responsible for driving a Digital Culture across the bank network.
Senior Manager
NCBA Group, Payments & Credit
08.2021 - 08.2022
- New Business Development- Thought leadership through formulation of the Digital Platform Strategy focusing on payments driven growth to scale the business
- Conducting research, interviews, and usability testing to understand customers' needs: Integrating user research, market data analysis, and customer feedback into product requirements to ensure products satisfy customer needs, as well as wants
- Inform product decisions with business analysis on quantitative and qualitative data on user behavior and experimentation (a/b testing, survey data, usability studies)
- Conducted Market segmentation in January 2021 resulted in 5 distinct consumer personas utilizing NCBA Loop product
- Development of Customer Journeys and customer management process from Acquisition, Activation, Engagement and Retention. This has driven up cohort retention rate from 13% to 48% for the first 6 months for new customers
- Adoption of Agile Methodologies in Cross Functional team leadership and Product Development and Product Road mapping through defining route to market MVP - Defining the Business Case and drive Monetization strategies for both physical and e-commerce customer profiles to turn around the Income Statement
- Sales strategy in 2021 that has increased credit customer qualifying base from 3% to 12% - Execution of digital marketing strategy through tools Search Engine Optimization (SEO), Google Analytics, Google Ads, Email Marketing, Web Analytics, Online Marketing, Lead Generation, Search Engine Marketing (SEM), Online Advertising, Content Marketing, Social Media Marketing
- Targeted deposits campaign resulting in new deposits of Kes.4M in July 2021 into Loop Invest accounts
Customer Acquisition Manager
NCBA Group
11.2020 - 08.2021
- Owned the digital customer acquisition strategy and a growing customer base via Paid Social, SEO, PPC, Affiliates and Display - Lead digital planning sessions with external agencies to support trading plan and achieve marketing objectives
- Managed the Search and Display agencies to ensure campaigns are on track; hold weekly meetings to ensure improvements and actions are to drive incremental sales, improve ROI and reflect latest trends in industry
- Managed Paid Social campaigns in house, including briefing, uploading campaigns, testing, publishing and ongoing optimization - Integrate an A/B testing strategy across channels
- Developed digital partnerships to drive brand awareness and conversion
Customer Growth and Retention Manager
CBA Bank- New Business Ventures
09.2019 - 12.2020
- Nairobi - Optimizing Revenues for NCBA's Mobile Savings and Loans propositions (M-Shwari and Fuliza) through creating and implementing growth and retention strategies for new and existing customers.
- Developing analytics, Market Segmentation, Campaign Management, Customer Lifetime Value & Churn Management Prediction Leveraging on data to develop Cross Selling models, Revenue Management and Financial Analysis plans, Customer information management tools.
- Campaign Management through Loyalty and Rewards programs.
- Loan limit bump campaign in Sep 2019 eased access to credit to customers who did not have a loan limit despite being on M-Shwari. A total of 1.8M customers got limits
- Was part of the team that proposed Covid measures to customers that lifted sanctions on overdue M-Shwari loans extending them by 30 days to cushion customers throughout the pandemic
- Market research to identify Product Development areas for new products as well as Customer Value Proposition (CVP) enhancements to existing products
- Managed a team of Business Analysts instilling a data led practice in strategy through utilization of Business Intelligence tools
Marketing and Research Officer
CBA Bank- New Business Ventures
03.2015 - 09.2019
- Nairobi - Conducting feasibility studies through qualitative research and quantitative research to identify customers needs providing actionable insights on consumer behavior and interests necessary for ideation of new products or product enhancements - Developing communication and go to market (GTM) strategies that stimulate the target consumer profile to respond positively to the offered financial solutions. These include: Sales Enablement, Market Planning and Product Launch
- Conceptualized and executed the Stawisha na M-Shwari Campaign
- A customer transaction campaign that ran for 6 weeks where loyal active customers were awarded for transacting. Over 4K customers won prize money worth over Kes.50M during this campaign
- Drove Customer Experience excellence through Customer Satisfaction studies such as Net Promoter Score (NPS) - Partnership management through working with cross functional internal teams as well as 3rd party Marketing and Research agencies
- Regional exposure through working with Mobile financial services brands across Africa including M-Shwari (KE), M-Pawa (TZ), MoKash (UG &RW) Momo Kash (CI) and Digital Financial Services brand NCBA Loop (KE)
Business Analyst
CBA Bank- Cash Management and E-Channels
01.2013 - 02.2015
- Cash Management & E-Channels, - Responsible for driving the bank's Non-Funded Income portfolio through Strategic Business Analysis, Market Segmentation Competitor Analysis and Reporting of financial performance and profitability metrics, revenue assurance, monitoring, market intelligence and business development support
Personal Banking Officer
CBA Bank- Personal Banking
06.2012 - 08.2013
- Tasked with driving the bank's financials through active sales with the core focus being deposit mobilization and growth of the asset base.
- Was part of the team that launched Thika Branch.
- Through my sales strategy was able to achieve 47 Platinum Banking, 300 Retail banking customers as well as growing an asset book of Kes 45M in less than a year.
- Awarded top Retail Banking Employee scoring 100% on Mystery Shopping for mastery of NCBA bank products and excellent customer service.
Education
Doctor of Business Administration - Global Business Management
University of Nairobi
01.2017 - Current
Master of Business Administration (M.B.A - International Business Management
University of Nairobi
09.2013 - 12.2015
Bachelor of Commerce (BCom) - Marketing
Jomo Kenyatta University
09.2008 - 07.2012
Skills
Strategic Partnerships
Certification
Growth Product Manager- NanoDegree
Timeline
Agile Project Management
01-2023
Head of Sales Digital Business
Family Bank Ltd
08.2022 - Current
Growth Product Manager- NanoDegree
01-2022
Senior Manager
NCBA Group, Payments & Credit
08.2021 - 08.2022
Activation and Retention Strategy
07-2021
Customer Acquisition Manager
NCBA Group
11.2020 - 08.2021
Mastering Business Models
09-2020
Customer Growth and Retention Manager
CBA Bank- New Business Ventures
09.2019 - 12.2020
Doctor of Business Administration - Global Business Management
University of Nairobi
01.2017 - Current
Marketing and Research Officer
CBA Bank- New Business Ventures
03.2015 - 09.2019
Master of Business Administration (M.B.A - International Business Management
University of Nairobi
09.2013 - 12.2015
Business Analyst
CBA Bank- Cash Management and E-Channels
01.2013 - 02.2015
Personal Banking Officer
CBA Bank- Personal Banking
06.2012 - 08.2013
Bachelor of Commerce (BCom) - Marketing
Jomo Kenyatta University
09.2008 - 07.2012
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