Job Description: Lifecycle Marketing

Position: Lifecycle Marketing / CRM Marketing

Experience: 1–3 Years

Location: Gurgaon

Employment Type: Full-Time

About the Role

looking for a Lifecycle Marketer who can take ownership of the complete user journey

— from the moment a user signs up on the platform to activation, first investment, repeat

engagement, and retention.

This is a hands-on role where you will work at the intersection of CRM, Growth, Content, Data,

and Automation. You will be responsible for identifying funnel drop-offs, building user

segments, creating lifecycle journeys, and executing communication through multiple channels

to improve user conversion.

You should be someone who understands that lifecycle marketing is not just about sending

messages — it is about sending the right message, to the right user, at the right stage of

their journey.

Key Responsibilities

1. User Lifecycle & Funnel Management

Own and manage the complete user lifecycle from Signup → Activation → First

Investment → Repeat Investment → Retention.

Identify key drop-offs across the user funnel and create strategies to improve

conversion.

Build and optimize user funnels to understand user behavior and movement across

different stages.

Define user segments based on behavior, activity, intent, and engagement.

Work closely with Growth and Product teams to identify opportunities to improve

activation and conversion.

2. CRM & Lifecycle Automation

Build and manage automated lifecycle journeys using CRM and engagement platforms.

Create automated flows for different user actions, including:

Signup but no further activity

Product/property page visit

Investment intent

KYC/payment drop-offs

First investment

Repeat investment

Dormant/inactive users

Develop trigger-based communication journeys based on user behavior and events.

Continuously test and optimize existing journeys to improve conversion and

engagement.

3. Multi-Channel Communication

Plan and execute lifecycle communication across channels such as:

WhatsApp / API Messaging

Push Notifications

SMS

Email

In-app messaging

Work with tools/platforms such as MoEngage, CleverTap, AiSensy, Gupshup, or

similar CRM and communication platforms.

Ensure communication is personalized and relevant to the user’s stage in the funnel.

Coordinate with content/design teams to develop high-converting communication assets.

4. Funnel & Conversion Optimization

Analyze user behavior and identify opportunities to improve conversion at every stage.

Develop experiments around:

Messaging

CTAs

Timing

Frequency

Offers

User segmentation

Communication channels

Run A/B tests and measure their impact on activation, investment, and retention.

Build strategies to move users from signup → intent → action → conversion.

5. CRM Content & Communication Strategy

Develop lifecycle communication strategies aligned with user intent and business

objectives.

Write or guide the creation of effective CRM copy for WhatsApp, push notifications,

email, SMS, and in-app communication.

Understand how different messaging approaches impact user behavior.

Maintain communication calendars for different user segments and lifecycle stages.

6. Analytics & Reporting

Track key lifecycle metrics such as:

Signup-to-Activation Conversion

Activation Rate

First Investment Conversion

Funnel Drop-offs

Repeat Investment Rate

Retention

Engagement

Campaign Conversion

Analyze campaign and funnel performance and identify actionable insights.

Create regular reports/dashboards to communicate lifecycle performance and

opportunities.

Work with data/product teams to ensure accurate event tracking and funnel

measurement.

7. Cross-Functional Collaboration

Work closely with Growth, Product, Performance Marketing, Design, Content, and

Data teams.

Coordinate with technical teams for API/event-based communication and CRM

integrations.

Translate business and user problems into actionable lifecycle campaigns and

automation.

Contribute to overall growth strategy through user behavior and lifecycle insights.

What We’re Looking For

1–3 years of experience in Lifecycle Marketing, CRM Marketing, Growth Marketing, or

related roles.

Experience working in FinTech, Financial Services, Consumer Internet,

E-commerce, or a similar high-volume digital product environment.

Hands-on experience with CRM/lifecycle marketing platforms such as:

MoEngage

CleverTap

AiSensy

Gupshup

Or similar platforms

Strong understanding of user funnels, segmentation, automation, retention, and

conversion optimization.

Experience working with WhatsApp/API-based communication is highly preferred.

Strong understanding of lifecycle communication and customer journeys.

Ability to analyze data and identify funnel drop-offs and growth opportunities.

Comfortable working with Excel/Google Sheets and analytics tools.

Strong copywriting and communication skills for CRM channels.

Ability to independently execute campaigns from ideation → setup → deployment →

analysis → optimization.

Growth mindset with a strong bias toward experimentation and measurable outcomes.

What Success Looks Like

In this role, success will be measured by your ability to:

Improve Signup → Activation conversion

Increase First Investment conversion

Reduce funnel drop-offs

Improve engagement across lifecycle campaigns

Increase repeat investments and user retention

Build scalable CRM automation and lifecycle journeys

Continuously identify and execute new conversion experiments

Create a more personalized user experience throughout the journey