Digital Marketing Manager

JOB DESCRIPTION

Performance Marketing Specialist | CreditMantri

 ABOUT THE ROLE

CreditMantri is India's leading credit health and loan marketplace platform. We help millions of users understand, improve, and leverage their credit profiles to access the right financial products.

As an Existing User Re-engagement Specialist, you will own the full lifecycle of reactivating lapsed and dormant users on the CreditMantri platform. You will be the single point of accountability for bringing existing users back into active engagement — driving logins, improving re-engagement rates, and building personalised CRM journeys across WhatsApp, SMS, and Email.

 KEY RESPONSIBILITIES

CRM Campaign Execution & Ownership

• Plan, build, and execute multi-channel CRM campaigns targeting existing, lapsed, and dormant users across WhatsApp, SMS, and Email
• Own end-to-end campaign delivery — briefing, content coordination, scheduling, QA, and post-send monitoring
• Ensure campaign deliverability ≥ 95% across all channels with zero TRAI/DLT/DPDP compliance violations
• Maintain a campaign calendar aligned with business priorities, seasonal triggers, and user lifecycle milestones

User Re-engagement Strategy

• Develop quarterly re-engagement strategies for different user segments — first-time visitors, 30/60/90-day lapsed users, and high-intent dormants
• Build and own user segmentation logic in the CRM tool (WebEngage / equivalent) to deliver contextually relevant messages
• Identify key drop-off points and trigger-based re-engagement flows to bring users back at the right moment
• Track re-engagement rates by segment and channel, and continuously optimise based on data

Personalisation & Messaging

• Coordinate with the content team to develop personalised, high-converting copy for re-engagement campaigns
• Localise messaging based on user credit profile, product interest, and past behaviour
• Execute A/B tests on subject lines, message copy, CTAs, timing, and frequency to improve response rates
• Maintain a learning log of what works and iterate campaigns based on evidence

Analytics & Reporting

• Track and report on key metrics weekly — re-login volume, re-engagement rate, cost per re-login, channel response rates
• Build and maintain dashboards for campaign performance across all CRM channels
• Provide actionable insights and recommendations from campaign data to the team lead and Head of Marketing
• Flag performance deviations early and propose course corrections proactively

Compliance & Hygiene

• Ensure all outbound communications are TRAI/DLT registered and compliant
• Maintain list hygiene — opt-outs, bounces, and suppression lists — with zero tolerance for compliance breaches
• Coordinate with the tech/product team for data extraction, list uploads, and any CRM integrations

SKILLS & QUALIFICATIONS

Must-Have

• 2–4 years of hands-on CRM / lifecycle marketing experience
• Proficiency with CRM/marketing automation tools — WebEngage, MoEngage, CleverTap, or equivalent
• Strong understanding of WhatsApp Business API, SMS (DLT), and email marketing best practices
• Data-driven mindset — comfortable reading campaign analytics and deriving actionable insights
• Experience with user segmentation, lifecycle flows, and behavioural triggers
• Working knowledge of TRAI/DLT regulations and CRM compliance requirements in India

Good to Have

• Experience in fintech, BFSI, or a high-volume B2C platform
• Familiarity with Excel, GA4, SQL (for basic data pulls), or BI tools like Metabase / Looker
• Understanding of credit products — credit cards, personal loans, credit score improvement
• Experience running A/B tests and maintaining structured experiment logs

 WHAT SUCCESS LOOKS LIKE

• Existing user logins consistently at or above quarterly plan across all CRM channels
• Re-engagement rate improving quarter-on-quarter through smarter segmentation and personalisation
• Zero TRAI/DLT compliance violations in any quarter
• Cost per re-login trending down through channel mix optimisation
• Weekly MIS reports delivered on time with clear insights — no chasing needed
• A/B test results documented and learnings actively applied in the next campaign cycle