Digital Marketing Manager

About CreditMantri

CreditMantri is recognized as India's foremost platform for credit health and loan marketplace services, assisting millions of users in understanding and enhancing their credit profiles to secure suitable financial products.

Role Overview

As a Performance Marketing Specialist focusing on Existing User Re-engagement, the incumbent will be responsible for managing the complete process of reactivating inactive users on the CreditMantri platform. This role demands accountability for boosting active user participation by encouraging logins and enhancing re-engagement rates through personalized CRM campaigns using WhatsApp, SMS, and Email channels.

Key Responsibilities

• Design, implement, and manage multi-channel CRM campaigns targeting dormant and lapsed users via WhatsApp, SMS, and Email.
• Oversee all aspects of campaign execution including briefing, coordinating content, scheduling, quality assurance, and monitoring outcomes post-launch.
• Ensure campaign delivery rates meet or exceed 95%, maintaining strict adherence to TRAI, DLT, and DPDP compliance to avoid violations.
• Maintain a structured campaign calendar that aligns with business priorities, seasonal events, and different user lifecycle stages.
• Formulate quarterly re-engagement strategies tailored to various user segments such as first-time visitors and users inactive for 30, 60, or 90 days.
• Create and manage user segmentation criteria within CRM tools like WebEngage to deliver relevant messages based on behavior and profile data.
• Identify critical user drop-off points and initiate trigger-based re-engagement journeys to prompt timely user responses.
• Continuously analyze re-engagement metrics and fine-tune strategies to optimize results.
• Collaborate with content teams to craft personalized and high-impact messaging for re-engagement campaigns.
• Localize communication according to user credit information, product interest, and previous interactions.
• Conduct A/B testing on various message components such as subject lines, copy, calls to action, timing, and message frequency to boost engagement.
• Document learnings and implement iterative improvements based on evidence gathered from campaigns.
• Provide detailed weekly reports and dashboards on key performance indicators such as re-login counts, re-engagement ratios, cost-effectiveness, and channel responsiveness.
• Offer actionable insights and recommendations to senior marketing leadership and proactively address performance issues.
• Ensure compliance with TRAI/DLT regulations for all communications and maintain hygiene of contact lists including opt-outs and suppression lists.
• Coordinate technical support for data management, list uploads, and CRM system integrations.

Qualifications & Skills

• Minimum 2 to 4 years of direct experience in CRM or lifecycle marketing.
• Expertise in CRM platforms like WebEngage, MoEngage, or CleverTap.
• In-depth knowledge of WhatsApp Business API, SMS (DLT), and email marketing standards.
• Strong analytical aptitude to interpret campaign data and extract actionable insights.
• Experience in user segmentation, lifecycle journey design, and behavior-driven triggers.
• Thorough understanding of Indian TRAI/DLT compliance frameworks governing communications.
• Preferred experience in fintech, BFSI, or high-volume B2C digital environments.
• Familiarity with tools such as Excel, Google Analytics 4 (GA4), basic SQL for data retrieval, and BI platforms like Metabase or Looker is advantageous.
• Understanding of credit-related financial products including credit cards, personal loans, and credit score enhancement.
• Proven track record of designing and managing A/B testing initiatives and maintaining experiment documentation.

Performance Metrics

• Consistent achievement or surpassing of quarterly targets for existing user logins across CRM channels.
• Steady improvement in re-engagement rates through strategic segmentation and personalized communications.
• Zero compliance violations related to TRAI/DLT regulations.
• Reduction in cost-per-re-login through optimized channel strategies.
• Timely delivery of weekly management information system reports with clear and concise insights.
• Active application of A/B testing results to continuously refine campaign effectiveness.