Director of Member Engagement Marketing

ABOUT THE ROLE

As the Director – Member Engagement Marketing (India), you will lead the strategy and execution of lifecycle, CRM, and engagement marketing initiatives that directly drive revenue and product adoption for Tide's India Business. You will work at the intersection of product, data, growth, and customer success to ensure every member interaction is personalised, impactful, and revenue-generating — while building and leading a high-performing, on-the-ground India team. You'll bring a test-and-learn, data-driven approach to member marketing, partnering closely with the SVP of Member Engagement Marketing, Product, and Data & Analytics teams to build deep relationships with existing members that increase usage, cross-sell, and grow lifetime value.

Core responsibilities will include:

Strategic Ownership

Own the member engagement marketing strategy across the entire lifecycle — from onboarding and activation to retention and reactivation.

Own the retention marketing strategy to grow revenue from the existing member base.

Build cross-sell and upsell campaigns that deepen product usage and maximise member lifetime value.

Identify high-potential member segments and create tailored journeys that boost engagement and reduce churn.

Lead CRM marketing programmes across email, push, in-app, SMS, and WhatsApp focused on driving behavioural outcomes and monetisation.

Lead nurture journeys that drive reactivation, repeat usage, and deeper financial engagement.

Analytics & Data-Led Decision-Making

Partner closely with Data & Analytics to deeply understand the India member base and define KPIs tied to conversion, churn reduction, and engagement.

Bring a test-and-learn approach: run A/B and MVT testing across CRM channels to continually improve targeting, content, and offers.

Build a segmentation and targeting strategy based on lifecycle stage, member value, product uptake, and behavioural signals.

Own dashboarding and reporting of all member marketing metrics and attribution, sharing results broadly with stakeholders.

Apply AI/ML tools to accelerate marketing execution — e.g. testing more variants, sharpening targeting, and speeding up insight-to-action — with a track record of measurable gains in team speed or campaign performance.

Platform & Tooling Leadership

Hands-on experience setting up a team on a CRM platform. Salesforce Marketing Cloud experience is ideal; depth of hands on experience with CRM tooling, including ability to support key platform changes and team training.

Ensure the India CRM tech stack is set up to support scalable, personalised, multi-channel campaigns post-migration.

Team Building & Leadership

Build and lead a high-performing team of CRM/lifecycle marketers, campaign managers, and content strategists in India — this is a team you will be building out, so hiring, structuring, and developing the right talent will be critical to success in this role.

Motivate, coach, and grow your team while embedding a test-and-learn, data-driven culture.

Collaborate cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams, building strong networks across the business to deliver as 'one team'.

Contribute to quarterly planning around revenue growth via member marketing.

India Market Leadership

Represent Member Engagement Marketing within the India Business leadership team, acting as the senior on-the-ground owner for engagement marketing strategy and execution.

Adapt global MEM strategy and playbooks to the India context — including regional language personalisation, and WhatsApp/SMS as primary engagement channels alongside email and push.

Ensure marketing communications comply with India's regulatory requirements (e.g. TRAI/DLT registration and consent management for SMS and outbound calls).

Identify cross-sell opportunities specific to India SME members (e.g. GST-linked invoicing triggers, credit and collections products) and build journeys that reflect local product adoption patterns.

Partner effectively with UK-based Marketing, Product, and P&E stakeholders across time zones, while owning delivery for the India market.

WHAT WE ARE LOOKING FOR

12+ years of experience in B2C or B2B2C marketing, preferably in fintech, lending, banking, or consumer tech, with meaningful experience in the Indian market.

Proven expertise in lifecycle, retention, and CRM marketing with demonstrable commercial impact (e.g. improved conversion, reduced churn, incremental revenue).

Track record of building and leading high-performing marketing/CRM teams — ideally having built a team from the ground up or through a significant scale-up phase.

Direct experience leading or contributing to a marketing platform/CDP migration, including local rollout and change management; hands-on experience with Salesforce Marketing Cloud specifically will be a strong advantage given the migration this role will lead (comparable platforms: MoEngage, Adobe Campaign, or similar).

Hands-on campaign experience across the full engagement channel mix this role covers — email, push, in-app messaging, SMS, and WhatsApp — rather than one or two channels in isolation.

Deep understanding of cross-sell/upsell mechanics, revenue contribution tracking, and member behaviour insights.

Strong working knowledge of marketing automation tools and customer data platforms (CDPs); highly analytical, comfortable using data to make decisions and build ROI-driven programmes.

Experience with A/B/MVT testing and optimising offers/incentives to drive the best commercial return.

Awareness of India-specific regulatory considerations for marketing communications (TRAI/DLT, consent management).

Exceptional leadership and stakeholder management capabilities, with the ability to operate confidently across India and UK stakeholders and time zones.

A strong, clear communicator able to explain complex information simply and build trust across functions.

WHAT YOU’LL GET IN RETURN

Our location-specific employee benefits are designed to cater to the unique needs of Tideans:

Competitive Compensation – Competitive salary and share options.

Time Off – Generous annual leave on top of bank holidays.

Parental Leave – Paid maternity, paternity, and adoption leave to support your family journey.

Sabbatical – Extended unpaid and paid leave options after completing milestone years with Tide.

Health Insurance – Private family insurance with additional OPD coverage and top-up options.

Life & Accident Cover – Comprehensive accidental and life insurance protection.

Mental Wellbeing – Access to therapy sessions, courses, meditations, and workshops.

Volunteering & Development Days – Paid days annually for volunteering or personal growth.

Learning & Development – Annual budget for books, courses, coaching, and more.

Home Office Setup – Contribution towards setting up your home office.

Laptop Ownership – Keep your old laptop and get a new one when it’s time for a replacement.

Snacks & Meals – Office perks with snacks, coffee, tea, and lunch (location dependent).