Job Title

Growth Marketing Manager - CRM & Retention (Mobile + Web)

Location

Bengaluru (5 Days On Site)

Role overview

We're looking for a Growth Marketing Manager - CRM & Retention to own lifecycle marketing and CRM operations across mobile app and web journeys. You'll build and scale retention programs using MoEngage and channels like WhatsApp, email, push, SMS, in-app, and on-site messaging-driving activation, engagement, repeat usage, and revenue.

Key responsibilities

- Own lifecycle strategy across key funnels: onboarding, activation, engagement, retention, cross-sell/upsell, winback, churn prevention, and renewals (as applicable)

- Build and operate multi-channel journeys in MoEngage: segmentation, triggers, personalisation, templates, and decisioning logic

- Manage WhatsApp marketing programs end-to-end (opt-in strategy, templates, delivery health, click/response performance, conversion tracking)

- Own email marketing operations (list hygiene, deliverability, warm-up/monitoring, template systems, personalisation, experimentation)

- Drive push and in-app messaging strategy for mobile retention (deep links, timing, frequency caps, personalisation, app version targeting)

- Build and optimise web retention touchpoints (on-site messaging, triggered emails/WhatsApp based on web events, abandoned flows)

- Partner with Product, Data, and Engineering to define event taxonomy, instrumentation, and user properties needed for CRM targeting and measurement

- Create a robust experimentation program: hypothesis - test design - holdouts/control groups - results - rollout

- Maintain campaign governance: naming conventions, documentation, QA checklists, UTM standards, channel compliance, and audit trails

- Monitor CRM performance dashboards and weekly insights: cohort retention, repeat rate, reactivation rate, conversion by segment, incremental uplift, LTV impact

- Ensure compliance and user trust: consent management, opt-outs, DND/PECR/GDPR-like practices (as applicable), and brand-safe messaging

What success looks like (sample KPIs):

- Improved activation rate (e.g., D1/D7D1/D7D1/D7 activation, first key action completion)

- Increased incremental conversions from CRM (with dropoffs) and improved LTV

- Better channel health: email deliverability, WhatsApp template approval and CTR, push opt-in rate, reduced unsubscribes/spam complaints

- Faster cycle time from idea - live - learn, with clean ops and minimal errors

Required qualifications:

- 7-13 years in growth marketing/lifecycle marketing / CRM, with a strong focus for a mobile app + web product (consumer or fintech preferred)

- Hands-on expertise with MoEngage (segmentation, journeys/flows, templates, analytics, personalisation, event-based triggers)

- Strong working knowledge of WhatsApp, email, push, SMS, and in-app messaging mechanics and best practices

- Solid understanding of retention marketing concepts: cohorts, churn, frequency/recency, lifecycle stages, and incremental measurement

- Comfortable working with data: funnel analysis, cohort reads, A/B testing, and basic SQL is a plus

- Strong execution skills: ops rigour, QA mindset, ability to run multiple campaigns with minimal supervision

- Excellent stakeholder management with Product, Design, Data, and Engineering

Preferred qualifications (nice to have):

- Experience with fintech/BFSI communications and compliance constraints

- Familiarity with attribution/analytics stacks (AppsFlyer, GA4/Firebase, Mixpanel/Amplitude, Metabase/Looker)

- Understanding of deliverability tooling and practices (SPF/DKIM/DMARC basics, suppression strategy)

- Experience building a lifecycle playbook and template library from scratch

Tools you'll likely use:

MoEngage, WhatsApp BSP (depending on setup), ESP/email tooling (within MoEngage or integrated), GA4/Firebase, AppsFlyer, SQL/Metabase/Looker, Google Sheets/Excel, Figma/Canva for quick iterations.