Head - Retention Marketing

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 Indias 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.