Head - Retention Marketing

Location: Mumbai/GurgaonFunction: Marketing & GrowthExperience: 6–11 years in retention, lifecycle, CRM, or growth roles (preferably in fintech, broking, wealthtech, or consumer apps)About InCred MoneyInCred Money is reshaping India’s financial ecosystem by building a holistic wealth platform that brings all major asset classes together—Unlisted Shares, Digital Gold, Equity Broking, and soon Mutual Funds & US Stocks. We are building a customer-first, data-driven investing experience for the next 100M Indian investors.Role OverviewWe are looking for a dynamic Head of Retention Marketing who will own the end-to-end customer lifecycle—from onboarding, activation, engagement, and cross-sell to long-term retention and revenue expansion.This leader will build a highly personalised, insight-driven retention engine using CRM, automation, segmentation, nudges, rewards, and product-led growth motions.This is a strategic leadership role driving SIP Book Growth, AUM Expansion, Cross-sell across asset classes, Active Users, and LTV.Key Responsibilities1. Customer Lifecycle & CRM Strategy- Own the complete lifecycle: onboarding → activation → engagement → growth → winback. - Build and optimise automated journeys across Push, Email, SMS, In-app, WhatsApp. - Define lifecycle KPIs: activation %, repeat investment %, cross-asset participation, SIP start rate, SIP continuity, churn reduction.2. Segmentation & Personalisation- Create micro-segments based on behaviour, portfolio, ticket size, frequency, risk profile, geography, and propensity scores. - Drive personalised nudges for Unlisted Shares, Digital Gold, Equity, MF, US Stocks, and new products.3. Activation & First-Time Investment- Reduce time-to-first-investment across asset classes. - Build nudge systems for KYC completion, onboarding, and first order for each product. - Create playbooks for new user funnels across every asset class.4. SIP & AUM Growth (Core KRAs)- Increase overall SIP Book and monthly continuity rates. - Build habit-based investing journeys and reward-led retention loops. - Drive AUM-per-user and frequency of investment.5. Cross-Sell & Up-Sell- Enable seamless cross-sell journeys: Unlisted → Equities → MF → Gold → US Stocks. - Build personalised discovery surfaces using past behaviour, RFM, and portfolio intelligence.6. Loyalty, Rewards & Referral Engines- Design and operate a holistic rewards program that improves engagement and investing frequency. - Build referral funnels that consistently bring new high-intent users. - Partner with the product team to embed rewards into the app experience.7. Experimentation & Growth Loops- Run A/B tests across journeys, creatives, and channels. - Create scalable growth loops inside the product (e.g., milestone-based rewards, investing streaks, portfolio insights nudges).8. Data, Analytics & Attribution- Work closely with product analytics to measure impact on AUM, revenue, engagement, and LTV. - Build dashboards for cohort analysis, churn prediction, funnel drop-offs, and habit metrics. - Use predictive intelligence to trigger timely nudges.9. Cross-Functional Collaboration- Work with Product, Performance Marketing, Compliance, Customer Success, and Business teams. - Ensure CRM hygiene, communication governance, and anti-spam best practices. - Collaborate on product changes that improve stickiness and habit formation.10. Team Leadership- Build and lead a high-performing retention & CRM team. - Mentor talent across lifecycle, analytics, and content streams.Key Metrics (KRAs)- Monthly Active Investors (MAI) - Activation Rate (user → KYC → first investment) - SIP Book Growth & SIP Continuity Rate - AUM Growth & AUM Per User - Cross-sell Rate (no. of asset classes per user) - Repeat Investment Frequency - Churn Reduction & Winback % - Referral-led acquisition % - Campaign ROI and CAC:Retention RatioRequirements- 6–11 years in retention, CRM, lifecycle, or growth marketing for consumer apps. - Experience scaling retention at fintechs, broking apps, wealthtech, neobanks, or large consumer tech orgs. - Hands-on with tools like Clevertap, MoEngage, WebEngage, Appsflyer, Branch, BigQuery. - Strong understanding of investing products and consumer investing behaviour. - Creative + analytical mindset: ability to blend behaviour science with data. - Experience leading teams, building automation systems, and driving revenue KPIs.

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