Sr. Manager - Customer Lifecycle & Revenue Growth

Applied Data Finance, LLC; India; On-site; INR 1,500,000 - 2,500,000; Full time

Job summary

Applied Data Finance, LLC in India seeks a Sr. Manager - Customer Lifecycle & Revenue Growth to own the full customer lifecycle for returning borrowers. The ideal candidate will possess 5–8 years of marketing experience in fintech or consumer lending, strong analytical skills, and the ability to develop strategic channels like SMS and email. You will own P&L responsibilities and present strategies to senior leadership. The role offers the opportunity to shape a cross-product CLTV function, pushing the boundaries of customer interaction and revenue engagement.

Qualifications

• 5–8 years of experience in acquisition, retention, lifecycle, or CRM marketing.
• Experience with a new-age digital company.
• Proven track record in channel ownership with measurable business outcomes.
• Strong analytical skills and familiarity with data interpretation.

Responsibilities

• Own and optimize returning customer channels like SMS and email.
• Define channel mix strategy and execute campaigns.
• Expand role into a full customer lifetime value framework.
• Present performance and strategy to senior leadership.

Skills

Acquisition marketing

Retention marketing

CRM marketing

Analytical skills

Strategy development

Education

B.E/B.Tech or MBA from a Tier 1 institute

Tools

Excel/Sheets

SQL

Job description

Sr. Manager - Customer Lifecycle & Revenue Growth

We are looking for a sharp, strategic marketer to own the full customer lifecycle for our returning borrower base — and grow into one of the most commercially critical roles in the business.

This role starts with end-to-end ownership of our returning customer channels — SMS, email, and emerging retention touchpoints. But the real opportunity is bigger: over time, this will evolve into a cross-product Customer Lifetime Value (CLTV) role, spanning our full product portfolio.

We are not hiring for a linear, single-channel operator. We are hiring for someone who thinks commercially, is customer focused, and brings a strategic point of view to how we maximize revenue and engagement across a customer’s full journey with us.

The Opportunity

The returning customer segment is one of our highest-leverage growth levers. This is an opportunity to reimagine how we engage customers, what we offer them, when, and through which products — with a mandate to scale it into a mature CLTV function over time.

You will have real P&L ownership from day one, a direct line to senior leadership, and a mandate to grow the role beyond its current boundaries. The right person will not just optimise what exists — they will define what comes next.

What You Will Own

Phase 1: Relending Strategy and Marketing Channel Ownership

Build, manage, and optimise all returning customer channels — SMS, email, automated calling, marketing in customer portals and any emerging retention touchpoints

Define channel mix strategy based on customer segment, loan lifecycle stage, and engagement signals

Own end-to-end campaign execution — from brief to deployment to performance review

Drive A/B testing across messaging, timing, frequency, and offers to continuously improve channel ROI

Own the revenue and cost targets for the returning customer segment with full P&L accountability

Track and report on core metrics: repeat rate, cost per returning borrower, revenue per channel, ROI by campaign

Phase 2: Cross-Product CLTV Strategy

As the role matures, expand ownership beyond returning customers into a full customer lifetime value (CLTV) framework across our product suite

Design lifecycle journeys that evolve with the customer, not just re-engagement nudges that target a single behaviour

Build a segmentation and propensity model (in partnership with Analytics) to identify which products to surface, to which customers, at which stage of their lifecycle

Develop a playbook for intelligent down-sell and cross-sell: when to protect margin, when to retain the customer at a lower product tier, and when to upgrade

Partner with Product and Risk to influence roadmap decisions that affect lifecycle outcomes

Strategic Leadership & Stakeholder Ownership

Present performance and strategy to senior leadership on a regular cadence; own the narrative, not just the numbers

Serve as the internal authority on returning customer behaviour — own the data, own the insight, own the recommendation

Work closely with Analytics, Product and Finance to ensure channel strategy is grounded in commercial reality

Manage channel budgets and make data-backed decisions on where to invest and where to pull back

What We Are Looking For

Must-Haves

5–8 years of experience in acquisition, retention, lifecycle, or CRM marketing — with demonstrable progression in scope and seniority, preferably in fintech or consumer lending

Experience working with a new-age digital company and associated tools and processes

B.E/B.Tech or MBA from a Tier 1 institute

Proven track record of owning channels (SMS, email) with measurable business outcomes — not just execution, but strategy and results

Demonstrated ability to think beyond campaigns into lifecycle architecture — someone who can connect individual channel tactics to a long-range CLTV view

Strong analytical skills: comfortable with Excel/Sheets, and familiar with SQL

Experience owning or contributing to a marketing P&L or budget with real accountability

Ability to translate complex data into clear strategy and communicate it convincingly to senior stakeholders

Good to Have

Familiarity with CRM and marketing automation tools

Experience working across multiple product lines or in a multi-product fintech environment

Exposure to cross-sell, upsell, or down-sell mechanics in a credit or lending context

Experience in a US-facing or cross-geography fintech environment

Understanding of credit products, loan lifecycle, and borrower behaviour