Head - Retention Marketing

Location : Mumbai / Gurgaon

Function : Marketing & Growth

Experience : 6–11 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 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 Overview

We 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 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

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.