Lifecycle Marketing Manager

Fintech Cloud; Dadri; On-site; INR 1,800,000 - 2,400,000; Full time

Job summary

Fintech Cloud Pvt Ltd is seeking a Lead – Lifecycle & Retention Marketing to build and lead the lifecycle marketing function for our lending business. The role focuses on engaging borrowers at key moments to drive repeat lending using CRM, lifecycle automation, WhatsApp, SMS and email campaigns.

You will work with NBFC partner sales teams, implement a scalable marketing platform, and develop dashboards to measure retention and repeat loan metrics across brands.

Qualifications

• 6–10 years in Lifecycle Marketing, CRM Marketing or Retention Marketing.
• Hands-on with platforms such as WebEngage, MoEngage, CleverTap.
• Experience in platform implementation and setup, not just execution.
• Strong experience with WhatsApp Business API and high-volume messaging.
• Experience with BSPs like Gupshup or Karix or similar providers.
• Proven track record of improving retention and customer conversion metrics.

Responsibilities

• Build and manage automated customer lifecycle and retention journeys for repeat lending.
• Develop and execute WhatsApp, SMS and email campaigns to drive second loans.
• Build automated journeys that complement NBFC sales and telecalling teams.
• Identify and engage borrowers unreachable by manual calling.
• Lead the selection, implementation and setup of a lifecycle/CRM platform such as WebEngage, MoEngage or CleverTap.
• Manage WhatsApp Business API campaigns at scale through BSPs like Gupshup or Karix.
• Ensure consent, data segregation and compliance across lenders.
• Track repeat-loan rate, time to second loan and conversion by brand and source.
• Build dashboards and reporting to measure lifecycle marketing performance.
• Develop vernacular campaigns across Indian languages to boost engagement.
• Conduct cohort analysis, holdout testing and controlled experiments.

Skills

Lifecycle Marketing

CRM Marketing

Retention Marketing

Customer Engagement

A/B Testing

Campaign Measurement

Data Analysis

WhatsApp Business API

Tools

WebEngage

MoEngage

CleverTap

WhatsApp Business API

Gupshup

Karix

Job description

Role & responsibilities :

Company: Fintech Cloud Pvt Ltd
Department: Marketing
Designation: Lead Lifecycle & Retention Marketing
Location: Noida
Experience: 6–10 Years
Reporting To: Chief Marketing Officer

Team: Individual Contributor initially; team-building opportunity as the function scales

About the Role

We are looking for a Lead – Lifecycle & Retention Marketing to build and lead the lifecycle marketing function for our lending business.

Repeat borrowers contribute significantly to our disbursals, and the second loan is a key milestone for customer profitability. Currently, repeat lending is largely driven by NBFC partner sales teams through manual calling. This role will build a scalable marketing layer around this process through CRM, lifecycle automation, WhatsApp, SMS and email campaigns.

The objective is to engage borrowers at the right stage, improve repeat-loan conversion, support sales teams with warmer leads, and establish clear measurement of what drives customers to take their second loan.

Key Responsibilities:

• Build and manage automated customer lifecycle and retention journeys for repeat lending.
• Develop and execute WhatsApp, SMS and email campaigns to encourage eligible borrowers to take their second loan.
• Build automated journeys that complement the efforts of NBFC sales and telecalling teams.
• Identify and engage borrowers who cannot be reached effectively through manual calling.
• Lead the selection, implementation and setup of a lifecycle/CRM marketing platform such as WebEngage, MoEngage, CleverTap or similar.
• Manage WhatsApp Business API campaigns at scale through BSPs such as Gupshup, Karix or similar platforms.
• Manage sender IDs, BSP relationships and communication infrastructure across different NBFC partners.
• Ensure appropriate customer consent, data segregation and communication compliance for each lender.
• Track and analyse repeat-loan rate, time to second loan and customer conversion by brand and acquisition source.
• Build dashboards and reporting frameworks to measure lifecycle marketing performance.
• Work closely with sales and telecalling teams to improve the effectiveness of repeat-loan campaigns.
• Develop vernacular campaigns across Indian languages to improve customer engagement and conversion.
• Conduct cohort analysis, holdout testing and other controlled experiments to identify the campaigns and communication levers that actually improve repeat borrowing.
• Continuously optimise customer journeys based on campaign performance and customer behaviour.

Required Skills & Experience

• 6–10 years of experience in Lifecycle Marketing, CRM Marketing, Retention Marketing, Customer Engagement or related functions.
• Hands‑on experience with platforms such as WebEngage, MoEngage, CleverTap or similar lifecycle/CRM platforms.
• Experience in platform implementation and setup, not just campaign execution.
• Strong experience with WhatsApp Business API and high-volume customer communication.
• Experience working with BSPs such as Gupshup, Karix or similar providers.
• Proven track record of improving retention, repeat purchase, repeat loan or customer conversion metrics.
• Experience working closely with sales/telecalling teams.
• Strong understanding of marketing automation and customer journey management.
• Experience in SMS, WhatsApp and email marketing.
• Strong analytical skills with experience in cohort analysis, holdout groups, A/B testing and campaign measurement.
• Experience creating and executing vernacular campaigns across Indian languages.
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• Strong understanding of customer segmentation and lifecycle communication.

Preferred / Nice to Have

• Experience in FinTech, NBFC, BFSI, Digital Lending or Consumer Lending.
• Understanding of digital lending customer journeys and repeat-loan behaviour.
• Familiarity with RBI digital lending communication requirements.
• Knowledge of TRAI commercial communication regulations.
• Experience managing communication compliance across multiple brands/lenders.