Location: Mumbai/Gurgaon
Function: Marketing & Growth
Experience:611 years in retention, lifecycle, CRM, or growth roles (preferably in fintech, broking, wealthtech, or consumer apps)
About InCred Money
InCred Money is reshaping India's financial ecosystem by building a holistic wealth platform that brings all major asset classes togetherUnlisted 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 Overview
We are looking for a dynamic Head of Retention Marketing who will own the end-to-end customer lifecyclefrom 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 Responsibilities
1. 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 Ratio
Requirements
- 611 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.
