FatakPay Digital

Job Title : Manager - Loyalty and Engagement. Experience Required : 4-5 years. Location : Mumbai (on-site).Role Overview:- We're looking for a highly analytical and user-obsessed Manager - Loyalty and Engagement to own and scale in-app user engagement, retention, and loyalty.- This role sits at the intersection of marketing, product, and analytics-responsible for designing and deploying strategies that increase app usage, session time, and repeat behavior among our existing user base.- You will develop engagement hooks, drive gamified experiences, and build loyalty mechanisms that turn our transacting users into long-term brand advocates.- This is a high-impact role that directly supports our goal to grow DAU/MAU and deepen user-product affinity. Key Responsibilities:- Design and execute app engagement strategies that increase DAU, MAU, and session duration.- Create gamification-led experiences to drive repeat usage and behavioral stickiness.- Drive Referral program with the user base and employees to increase top funnel and create a new acquisition channel.- Create Engagement models for referred users to drive engagement and initial business outcomes.- Identify and implement loyalty and rewards frameworks to recognize and retain high-intent users.- Leverage in-app behavioral data to understand user intent signals and cross-product affinities.- Develop automated engagement journeys across push notifications, in-app messaging, WhatsApp, SMS, and other owned channels.- Conceptualize and execute reactivation workflows for dormant or inactive users.- Define and own core KPIs: returning user %, engagement frequency, feature repeat rate, retention cohorts, and churn recovery rate.- Partner with Product and Design to implement in-app features that reinforce engagement (missions, progress bars, badges, etc.- Conduct ongoing A/B experiments to optimize lifecycle touchpoints based on user cohort behavior and engagement goals.- Optionally explore brand partnerships that offer mutual value to increase app engagement and user delight. Must-Have Qualifications:- Previous BFSI and Fintech Exposure.- 3-5 years of experience in lifecycle marketing, CRM, growth, or product marketing, preferably in fintech, D2C, or consumer apps.- Hands-on experience is MUST.- Strong understanding of fintech consumer motivations, especially in underserved or first-time credit segments.- Proficiency in analyzing user journey data to define product affinity, intent segments, and retention triggers.- Familiarity with marketing automation and analytics tools such as MoEngage, WebEngage, Clevertap, Mixpanel.- Ability to work cross-functionally with Product, Data, Design, and Content teams to deliver seamless execution.- Experience in designing and tracking loyalty metrics, engagement frameworks, and reporting dashboards. Good to Have:- Experience in deploying gamified engagement models or behavioral nudges.- Exposure to tier 2-4 Indian audiences, especially for vernacular and low-tech segments.- Understanding of rewards mechanics (tiers, milestones, missions, cashback logic) and their impact on user behavior. What Success Looks Like:- Increase in returning user base and app re-engagement rates.- Consistent improvement in DAU, MAU, and session time.- Loyalty mechanisms that drive feature repeatability.- Higher adoption of cross-sell products through in-app journeys. (ref:iimjobs.com)