Director of Member Engagement Marketing

About the Role

As the Director – Member Engagement Marketing (India), you will lead the strategy and execution of lifecycle, CRM, and engagement marketing initiatives that directly drive revenue and product adoption for Tide's India Business. You will work at the intersection of product, data, growth, and customer success to ensure every member interaction is personalised, impactful, and revenue-generating — while building and leading a high-performing, on-the-ground India team. You'll bring a test-and-learn, data-driven approach to member marketing, partnering closely with the SVP of Member Engagement Marketing, Product, and Data & Analytics teams to build deep relationships with existing members that increase usage, cross-sell, and grow lifetime value.

Core Responsibilities will include:

Strategic Ownership

• Own the member engagement marketing strategy across the entire lifecycle — from onboarding and activation to retention and reactivation.
• Own the retention marketing strategy to grow revenue from the existing member base.
• Build cross-sell and upsell campaigns that deepen product usage and maximise member lifetime value.
• Identify high-potential member segments and create tailored journeys that boost engagement and reduce churn.
• Lead CRM marketing programmes across email, push, in-app, SMS, and WhatsApp focused on driving behavioural outcomes and monetisation.
• Lead nurture journeys that drive reactivation, repeat usage, and deeper financial engagement.

Analytics & Data-Led Decision-Making

• Partner closely with Data & Analytics to deeply understand the India member base and define KPIs tied to conversion, churn reduction, and engagement.
• Bring a test-and-learn approach: run A/B and MVT testing across CRM channels to continually improve targeting, content, and offers.
• Build a segmentation and targeting strategy based on lifecycle stage, member value, product uptake, and behavioural signals.
• Own dashboarding and reporting of all member marketing metrics and attribution, sharing results broadly with stakeholders.
• Apply AI/ML tools to accelerate marketing execution — e.g. testing more variants, sharpening targeting, and speeding up insight-to-action — with a track record of measurable gains in team speed or campaign performance.

Platform & Tooling Leadership

• Hands-on experience setting up a team on a CRM platform. Salesforce Marketing Cloud experience is ideal; depth of hands on experience with CRM tooling, including ability to support key platform changes and team training.
• Ensure the India CRM tech stack is set up to support scalable, personalised, multi-channel campaigns post-migration.

Team Building & Leadership

• Build and lead a high-performing team of CRM/lifecycle marketers, campaign managers, and content strategists in India — this is a team you will be building out, so hiring, structuring, and developing the right talent will be critical to success in this role.
• Motivate, coach, and grow your team while embedding a test-and-learn, data-driven culture.
• Collaborate cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams, building strong networks across the business to deliver as 'one team'.
• Contribute to quarterly planning around revenue growth via member marketing.

India Market Leadership

• Represent Member Engagement Marketing within the India Business leadership team, acting as the senior on-the-ground owner for engagement marketing strategy and execution.
• Adapt global MEM strategy and playbooks to the India context — including regional language personalisation, and WhatsApp/SMS as primary engagement channels alongside email and push.
• Ensure marketing communications comply with India's regulatory requirements (e.g. TRAI/DLT registration and consent management for SMS and outbound calls).
• Identify cross-sell opportunities specific to India SME members (e.g. GST-linked invoicing triggers, credit and collections products) and build journeys that reflect local product adoption patterns.
• Partner effectively with UK-based Marketing, Product, and P&E stakeholders across time zones, while owning delivery for the India market.