Communications Manager

Job Description: Communications Manager — CRM & User Engagement

At Yoga Circle by cult

Drive habit formation through communication and engagement

Role Overview

Drive user behavior, engagement, and retention at through effective communication strategy, lifecycle campaigns, and WhatsApp-led CRM journeys, while continuously optimizing messaging, engagement funnels, and channel performance through data-driven experimentation.

The ideal candidate combines strong consumer marketing instincts with a deep understanding of user behavior, engagement funnels, and lifecycle communication to drive attendance and build consistency on Yoga Circle — with WhatsApp as a core product and engagement channel.

Key Roles & Responsibilities

1. CRM Campaign Design & Execution

• Design and execute CRM campaigns across WhatsApp and lifecycle channels
• Build communication journeys for onboarding, reminders, engagement, retention, and reactivation
• Manage end-to-end campaign implementation including segmentation, scheduling, and delivery with AI agentic support
• Collaborate with product, growth, and content teams on engagement initiatives
• Maintain campaign calendars and communication workflows

2. Engagement & Lifecycle Optimization

• Own the MAU/WAU attendance metric - with a view to influence user behaviour and help users stay more consistent with daily practice.
• Improve engagement, and repeat participation through targeted communication
• Optimize messaging, timing, CTAs, and user journeys through experimentation
• Drive WhatsApp engagement metrics including CTR, read rates, and response rates
• Build habit-forming communication systems that improve user consistency
• Identify drop-offs and optimize lifecycle funnels for better engagement outcomes

3. WhatsApp Channel Management & Optimization

• Own WhatsApp as a core user engagement and delivery channel
• Optimize WhatsApp communication quality, frequency, and effectiveness
• Manage WhatsApp campaign operations, workflows, and channel performance
• Monitor channel costs, budgets, and communication efficiency and actively solve for cost reduction
• Explore new engagement formats and automation opportunities within WhatsApp

4. Analytics & Performance Reporting

• Track and analyze CRM, engagement, and campaign performance metrics
• Build dashboards and reporting frameworks for lifecycle communication performance
• Generate insights on user behavior, attendance trends, and engagement patterns
• Use data-driven experimentation to improve campaign effectiveness and retention outcomes
• Share regular performance reports and optimization recommendations with stakeholders

Skills & Qualifications

Minimum Qualifications

• 3–6 years of experience in CRM, lifecycle marketing, communications, or engagement marketing
• Strong understanding of CRM systems, WhatsApp engagement, and lifecycle communication
• Experience designing and optimizing user engagement campaigns
• Strong analytical skills with experience tracking campaign and engagement metrics
• Familiarity with segmentation, A/B testing, and communication optimization
• Excellent communication and stakeholder management skills

About Yoga Circle

Yoga Circle is an online yoga and wellness platform from the house of Cult, focused on helping users build sustainable wellness habits through expert-led sessions, guided journeys, and community-driven engagement. The platform combines mindful teaching, digital accessibility, and personalized learner experiences to make yoga approachable and impactful for everyday life.

Yoga Circle by Cult offers a simple, guided yoga programme online, that fits effortlessly into the routine of the 35-65 year old Indian. At home, at their pace, and designed for every age and level, this programme makes it easy to begin and easy to continue.

The classes are streamed live on YouTube and delivered in a mix of English and Hindi, with all communication on WhatsApp so the experience is simple and seamless. The programme offers a support system to help users stay regular, engage and get the most out of the online classes, and is built on 4 pillars: Movement, Nutrition, Stress Management, and Sleep.

About Cult

Curefit Healthcare Pvt Ltd, founded in 2016, is India's largest fitness company and wellness platform. Cult, from the house of Curefit, was established with a mission to make fitness easy, fun and accessible to everyone, and has emerged as a community celebrating the joy of fitness. The brand today offers a range of fitness services ranging from group workouts, gyms and personalized fitness solutions, as well as an expansive selection of quality fitness products for the everyday athlete. The company's vision is to empower everyone towards an active and healthier lifestyle through innovative fitness solutions, enabled by technology.