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 StrategyOwn 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 & PersonalisationCreate 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 InvestmentReduce 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-SellEnable 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 EnginesDesign 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 LoopsRun 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 & AttributionWork 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 CollaborationWork 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 LeadershipBuild 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 RateAUM Growth & AUM Per UserCross-sell Rate (no. of asset classes per user)Repeat Investment FrequencyChurn Reduction & Winback %Referral-led acquisition %Campaign ROI and CAC:Retention RatioRequirements6–11 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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