Lifecycle Marketing Specialist (Financial Services)

Job Summary We are seeking a results-driven Lifecycle Marketing Specialist to manage automated customer engagement campaigns for financial services products, including Buy Now, Pay Later (BNPL) and product credit. The successful candidate will drive customer onboarding, activation, repeat usage, and repayment through targeted, data-driven marketing campaigns. Key Responsibilities Plan and execute automated customer journeys covering onboarding, KYC, credit activation, repeat usage, repayment, and upselling. Segment customers based on behaviour, transaction history, risk profile, and lifecycle stage. Set up and manage automated campaigns using CRM and customer engagement platforms. Develop and optimize campaign messaging across push notifications, SMS, WhatsApp, in-app messaging, and retargeting. Monitor campaign performance, conversion rates, customer engagement, and retention metrics. Conduct A/B testing to improve campaign effectiveness. Collaborate with Product, Operations, Collections, Design, and Business Intelligence teams to improve customer engagement and business outcomes. Requirements 2 - 4 years of experience in lifecycle marketing, CRM campaigns, growth marketing, or customer engagement. Experience in fintech, digital lending, payments, e-commerce, or FMCG is an advantage. Hands-on experience with marketing automation platforms such as CleverTap, MoEngage, Insider, or similar tools. Strong understanding of customer segmentation, automated journeys, and conversion funnel optimization. Proficiency in Excel or Google Sheets; SQL knowledge is an added advantage. Excellent copywriting skills for short-form digital communications. Strong analytical, problem-solving, and communication skills.