Loyalty Marketing Manager

4 days ago

Mumbai, Maharashtra, India FatakPay Full time ₹ 15,00,000 - ₹ 25,00,000 per year

Job Title: Manager – Loyalty and Engagement

Experience Required: 3–5 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

  • Reduced churn and improved reactivation of dormant users

Reporting to:
CBO and Co-founder

Collaborates with:
Product, Brand, Performance Marketing, Data, and Engineering teams.

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