MarTech & Lifecycle Marketing Manager - D2C

WSFx Global Pay Limited; Mumbai; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

WSFx Global Pay Limited seeks a MarTech & Lifecycle Leader to own Netcore CDP integrations, segmentation, journey orchestration, and cross-channel campaigns across WhatsApp, email, SMS, and push. You will convert a 1M+ customer base into repeat transactions and drive cross-sell through measurable lifecycle programs.

The role reports to the Head of D2C with outputs visible at CEO level, requiring 6–9 years of lifecycle/CRM experience and hands-on platform depth in a regulated fintech/BFSI context.

Qualifications

• 6–9 years in lifecycle/CRM marketing with revenue outcomes.
• Hands-on platform depth: segment building, journey builders, event schema design, template management, API/webhook basics.
• Strong on WhatsApp Business marketing and template strategy.

Responsibilities

• Own Netcore CDP end to end: data integrations, identity resolution, data hygiene, segmentation and vendor SLAs.
• Design, build and optimize automated journeys across lifecycle stages (registration, activation, expansion, retention, reactivation).
• Own channel campaigns calendar, copy briefs, templates, approvals, deliverability, reporting.
• Own lifecycle P&L metrics: repeat transactions, cross-sell rate, revenue per customer; ensure RBI/DTI compliance.

Skills

Lifecycle/CRM marketing

Platform depth

WhatsApp Marketing

Analytical skills

Data-driven storytelling

Tools

GA4

SQL

Excel/Sheets

Job description

Role Overview

You will be the single owner of our MarTech stack and customer lifecycle revenue. That means owning Netcore CDP end to end data integrations, segmentation, journey orchestration, campaign execution across WhatsApp/email/SMS/push, and the revenue it generates. The core mandate: convert a 1M+ customer base into repeat transactions and cross-sell through systematic, measurable lifecycle programs. This is a build-and-own role reporting into the Head of D2C, with output visible at CEO level.

Role & responsibilities

Platform ownership

• Own Netcore CDP end to end: event/data integrations from website, app, and CRM; identity resolution; data hygiene; segment architecture; and vendor relationship management (SLAs, roadmap, support escalations)
• Ensure clean, reliable event tracking and audience data flowing into the CDP; work with tech/product teams to fix instrumentation gaps

Lifecycle & journey orchestration

• Design, build, and continuously optimize automated journeys across the full lifecycle registration, activation, expansion (cross-sell/upsell), retention, and reactivation
• Own the cross-sell logic across our product portfolio (forex card currency remittance eSIM insurance) with clear trigger, timing, and channel rules
• Enforce orchestration guardrails: frequency capping, channel prioritization, suppression logic, quiet hours

Campaign execution & channel performance

• Own WhatsApp, email, SMS, and push campaigns calendar, copy briefs, templates, DLT/WhatsApp template approvals, deliverability, and reporting
• Diagnose and fix funnel drop-offs e.g., strong opens that don't convert to transactions through landing experience, offer design, journey redesign, and A/B testing
• Run structured experimentation: subject lines, send times, offers, channel mixes, journey variants

Measurement & revenue accountability

• Own the lifecycle P&L view: repeat transaction rate, cross-sell rate, revenue per customer, reactivation revenue, channel-wise conversion — reported weekly/monthly to leadership
• Build incrementality discipline: holdout groups, control cells, honest attribution of CDP-driven GTO
• Ensure all communication complies with RBI/LRS norms, TRAI/DLT regulations, and brand guidelines for a regulated financial product

Preferred candidate profile

• 6–9 years in lifecycle/CRM marketing with demonstrable revenue outcomes, not just campaign volume — be prepared to walk through journeys you built and the numbers they moved
• Hands-on platform depth: segment building, journey builders, event schema design, template management, API/webhook basics. This is not an agency-supervision role
• Strong on WhatsApp Business marketing — template strategy, quality ratings, conversation-to-conversion design
• Analytical rigor: comfortable in Excel/Sheets, funnel analysis, cohort views; GA4/SQL familiarity a plus
• Experience in BFSI, fintech, travel, or another regulated/high-consideration category preferred
• Structured communicator — able to present program performance to CXO-level audience

Good to Have

• Direct Netcore CE/CDP certification or implementation experience
• Exposure to AI-led personalization, RFM modeling, predictive segments
• Understanding of LRS remittances, forex products, or travel purchase cycles