FatakPay Digital

2 weeks ago

Mumbai, Maharashtra, India FatakPay Digital Pvt. Ltd. Full time

Role Overview:

Were 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 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 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 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.

- Reduced churn and improved reactivation of dormant to: CBO and with: Product, Brand, Performance Marketing, Data, and Engineering teams.

(ref:iimjobs.com)

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