Opportunity at
TideDirector of Member Engagement Marketing
The company is recruiting a Director of Member Engagement Marketing for India. The job designs and runs lifecycle, CRM and engagement programmes meant to lift revenue…
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About This Role
The company is recruiting a Director of Member Engagement Marketing for India. The job designs and runs lifecycle, CRM and engagement programmes meant to lift revenue and product use across the India business. It operates where product, analytics, growth and customer care meet, and aims to make every member interaction relevant and commercially useful. The director owns engagement strategy from onboarding and activation through retention and reactivation, plans cross-sell and…
Job Description
The company is recruiting a Director of Member Engagement Marketing for India. The job designs and runs lifecycle, CRM and engagement programmes meant to lift revenue and product use across the India business. It operates where product, analytics, growth and customer care meet, and aims to make every member interaction relevant and commercially useful.
The director owns engagement strategy from onboarding and activation through retention and reactivation, plans cross-sell and upsell campaigns, and identifies high-potential member groups. Campaigns run on email, push, in-app messages, SMS and WhatsApp. Testing is central: A/B and multivariate experiments improve targeting, content and offers, and the director is responsible for dashboards and attribution reporting.
The role also carries platform responsibility. The director sets up and supports the CRM stack for the India team, including a planned move to Salesforce Marketing Cloud, and adapts global playbooks to regional languages and local channels. Compliance with Indian rules for bulk messaging and consent, such as TRAI and DLT registration, is part of the brief. The director represents engagement marketing on the India leadership team and works with UK colleagues across time zones.
The ideal candidate has a dozen years or more in consumer or business-to-consumer marketing, ideally in fintech, lending, banking or tech products, and has built or scaled a high-performing CRM team. Experience with a marketing platform or CDP migration and hands-on work across all five engagement channels is expected. The job is based in Delhi and is marked on-site.
Responsibilities
- Set and deliver the engagement strategy across the full member lifecycle
- Create cross-sell and upsell campaigns plus segment-based journeys that reduce churn
- Operate CRM programmes on email, push notifications, in-app messages, text and WhatsApp
- Run A/B and multivariate tests and own reporting on member marketing metrics
- Set up and support the CRM platform, including the planned Salesforce Marketing Cloud migration
- Assemble and manage an India-based group of CRM specialists, campaign leads and content planners
- Keep communications compliant with TRAI and DLT rules and consent management
Requirements
- A dozen or more years in consumer or business-to-consumer marketing
- Demonstrated skill in lifecycle, retention and CRM work, with commercial results you can point to
- Experience establishing and directing strong marketing or CRM groups
- Experience with a marketing platform or CDP migration, including local rollout
- Practical campaign work on messaging, notification, in-app, text and WhatsApp channels
- Understanding of cross-sell mechanics, revenue tracking and member behaviour
- Experience with A/B and multivariate testing
- Strong stakeholder management across India and UK teams
Qualifications
- Practical use of Salesforce Marketing Cloud (a strong advantage)
- Familiarity with comparable platforms such as MoEngage or Adobe Campaign
- Awareness of India-specific rules for marketing communications
Core Skills
Benefits
- Competitive salary and share options
- Holiday allowance that stacks on top of public holidays
- Paid parental and adoption leave and sabbatical options
- Private family health insurance with top-up options, plus life and accident cover
- Mental wellbeing support and paid volunteering or development days
- Annual learning and development budget
- Home office setup contribution and laptop ownership scheme
- Office snacks, coffee and meals depending on location
Frequently Asked Questions
Answers are based only on the employer’s listing; where it doesn’t say, neither do we.
Where is the role based?
The listing places the role in Delhi and marks it as on-site. It covers Tide's India business and works with UK teams across time zones.
How much experience is required?
The posting asks for a dozen or more years in consumer or business-to-consumer marketing, with lifecycle and CRM experience and team leadership.
Which channels does the role cover?
Channels include email, notifications, in-app messages, texts and WhatsApp.
Is a salary stated?
The posting does not state a salary. It mentions competitive salary and share options.
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