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Tide is a fintech platform serving over 2 million SMEs globally with business banking, invoicing, and accounting solutions. The company operates across the UK, India, Germany, and France, with over $300 million in funding and 2,800+ employees.
As Director of Member Engagement Marketing for India, you will own the full lifecycle marketing strategy—from onboarding and activation through retention and reactivation. You'll drive revenue growth and product adoption by building personalized, data-driven engagement campaigns across email, push, in-app messaging, SMS, and WhatsApp. This is a strategic leadership role where you'll represent member engagement marketing within the India business leadership team, adapt global playbooks to the Indian market, and ensure compliance with local regulatory requirements (TRAI/DLT, consent management).
Key responsibilities include:
- Owning member engagement and retention marketing strategy to maximize lifetime value
- Building cross-sell and upsell campaigns targeting high-potential segments
- Leading CRM marketing programs across all channels with a test-and-learn approach
- Partnering with Data & Analytics to define KPIs, run A/B/MVT testing, and build segmentation strategies
- Hands-on platform leadership: setting up and managing the CRM tech stack (Salesforce Marketing Cloud migration)
- Building and leading a high-performing India-based team of CRM/lifecycle marketers and campaign managers
- Identifying India-specific cross-sell opportunities (e.g., GST-linked invoicing, credit products) and localizing campaigns
- Collaborating cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams
- Reporting on member marketing metrics and attribution to stakeholders
You'll work at the intersection of product, data, and growth, reporting to the SVP of Member Engagement Marketing and partnering across UK and India time zones.
REQUIREMENTS:
- 12+ years of B2C or B2B2C marketing experience, preferably in fintech, lending, banking, or consumer tech, with meaningful India market experience
- Proven expertise in lifecycle, retention, and CRM marketing with demonstrable commercial impact (improved conversion, reduced churn, incremental revenue)
- Track record of building and leading high-performing marketing/CRM teams, ideally from ground-up or through significant scale-up
- Direct experience leading or contributing to a marketing platform/CDP migration with local rollout and change management; hands-on Salesforce Marketing Cloud experience strongly preferred (or comparable platforms: MoEngage, Adobe Campaign)
- Hands-on campaign experience across email, push, in-app messaging, SMS, and WhatsApp (not isolated to one or two channels)
- Deep understanding of cross-sell/upsell mechanics, revenue contribution tracking, and member behavior insights
- Strong working knowledge of marketing automation tools and CDPs; highly analytical and ROI-driven
- Experience with A/B/MVT testing and offer optimization
- Awareness of India-specific regulatory considerations for marketing communications (TRAI/DLT, consent management)
- Exceptional leadership and stakeholder management capabilities across India and UK teams and time zones
- Strong communicator able to explain complex information simply and build cross-functional trust
