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.
- Solid 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.
- 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.

📌 Lifecycle Marketing Manager (Noida)
🏢 Fintech Cloud
📍 Noida