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Director of Member Engagement MarketingTide · India, Delhi NCR
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分数构成
- 时效性 （随职位发布时间变化）+18
- 雇主官方来源+15
- 稀有职位+1
- 公司来源健康度+8
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职位描述
机器翻译关于 TIDE
在 Tide，我们帮助中小企业节省经营业务的时间和金钱，不仅提供企业账户及相关银行服务，还提供一套全面、高度可用且互联的行政解决方案，涵盖从开票到会计的各项事务。
Tide 正在变革小企业银行市场，目前在全球范围内为英国、印度、德国和法国的超过 200 万名会员提供支持。
借助先进技术，所有解决方案都围绕中小企业的需求而设计。凭借快速入驻、低费用和创新功能，我们致力于做出数据驱动的决策，以服务于我们的使命：帮助中小企业节省时间和金钱，让他们能够重新专注于自己热爱的事业。
Tide 事实：
• Tide 面向英国、印度、德国和法国的中小企业提供服务
• 超过 200 万名会员：英国 900,000 名，印度 1,100,000 名，且仍在快速增长
• 融资总额超过 3 亿美元
• 全球拥有超过 2,800 名 Tideans
• 连续三年获得 Great Place to Work 认证，并在 2026 年跻身印度银行业、金融服务和保险业最佳工作场所 50 强
• 我们在伦敦市中心设有办公室，在保加利亚索菲亚设有会员支持和技术中心，在塞尔维亚、罗马尼亚、立陶宛和海得拉巴设有技术中心，并在古尔冈、新德里、柏林、巴黎和卢森堡设有办公室
岗位职责
作为 Director – Member Engagement Marketing（India），您将领导生命周期营销、CRM 和互动营销计划的战略与执行，直接推动 Tide 印度业务的收入和产品采用。您将在产品、数据、增长和客户成功之间开展工作，确保每一次会员互动都是个性化的、有影响力的并能带来收入——同时建立并领导一支高绩效的印度本地团队。您将为会员营销带来测试与学习、数据驱动的方法，并与 SVP of Member Engagement Marketing、产品以及数据与分析团队紧密合作，与现有会员建立深度关系，从而提高使用率、交叉销售并提升终身价值。
核心职责包括：
战略主导
• 负责覆盖整个生命周期的会员互动营销战略——从入驻和激活到留存和重新激活。
• 负责留存营销战略，以从现有会员群体中增长收入。
• 构建交叉销售和追加销售活动，深化产品使用并最大化会员终身价值。
• 识别高潜力会员细分群体，并创建量身定制的旅程，以提升互动并降低流失。
• 领导跨电子邮件、推送、应用内、短信和 WhatsApp 的 CRM 营销计划，重点推动行为结果和变现。
• 领导培育旅程，推动重新激活、重复使用和更深入的金融互动。
分析与数据驱动决策
• 与数据与分析团队紧密合作，深入了解印度会员群体，并定义与转化、降低流失和互动相关的 KPI。
• 带来测试与学习的方法：跨 CRM 渠道运行 A/B 和 MVT 测试，以持续改进定向、内容和优惠。
• 基于生命周期阶段、会员价值、产品采用情况和行为信号，构建细分和定向战略。
• 负责所有会员营销指标和归因的仪表盘与报告，并与利益相关方广泛分享结果。
• 应用 AI/ML 工具加速营销执行——例如测试更多变体、优化定向，并加快从洞察到行动的速度——并具备可衡量的团队速度或活动绩效提升记录。
平台与工具领导
• 具备在 CRM 平台上搭建团队的实操经验。具备 Salesforce Marketing Cloud 经验最为理想；对 CRM 工具有深入实操经验，包括支持关键平台变更和团队培训的能力。
• 确保印度 CRM 技术栈在迁移后能够支持可扩展、个性化、多渠道的活动。
团队建设与领导
• 在印度建立并领导一支由 CRM/生命周期营销人员、活动经理和内容策略师组成的高绩效团队——这是一支您将从零开始搭建的团队，因此招聘、组织架构设计和发展合适人才将是该职位成功的关键。
• 激励、辅导并发展您的团队，同时植入测试与学习、数据驱动的文化。
• 与产品、增长、销售、风险和客户成功团队跨职能协作，在整个业务中建立强大网络，以“一个团队”的方式交付成果。
• 围绕通过会员营销实现收入增长的季度规划作出贡献。
印度市场领导
• 在印度业务领导团队中代表会员互动营销，作为印度本地负责互动营销战略与执行的高级负责人。
• 将全球 MEM 战略和手册适配到印度情境——包括区域语言个性化，以及将 WhatsApp/短信作为与电子邮件和推送并列的主要互动渠道。
• 确保营销传播符合印度的监管要求（例如短信和外呼的 TRAI/DLT 注册和同意管理）。
• 识别印度中小企业会员特有的交叉销售机会（例如与 GST 关联的开票触发、信贷和催收产品），并构建反映本地产品采用模式的旅程。
• 跨时区与位于英国的市场营销、产品和 P&E 利益相关方高效合作，同时负责印度市场的交付。
我们在寻找什么
• 12 年以上 B2C 或 B2B2C 营销经验，最好是在金融科技、借贷、银行或消费科技领域，并具备印度市场的重要经验。
• 在生命周期、留存和 CRM 营销方面拥有成熟的专业能力，并具备可证明的商业影响（例如提高转化、降低流失、增量收入）。
• 有建立并领导高绩效营销/CRM 团队的记录——最好是从零开始建立团队，或经历过显著扩张阶段。
• 直接领导或参与营销平台/CDP 迁移的经验，包括本地推广和变更管理；鉴于该职位将领导此次迁移，具备 Salesforce Marketing Cloud 的实操经验将是强烈优势（可比平台：MoEngage、Adobe Campaign 或类似平台）。
• 具备该职位所涵盖的完整互动渠道组合的实操活动经验——电子邮件、推送、应用内消息、短信和 WhatsApp——而不是孤立地只做过一两个渠道。
• 对交叉销售/追加销售机制、收入贡献跟踪和会员行为洞察有深入理解。
• 对营销自动化工具和客户数据平台（CDP）有扎实的工作知识；高度分析导向，能够熟练使用数据做出决策并构建 ROI 驱动的计划。
• 具备 A/B/MVT 测试以及优化优惠/激励以推动最佳商业回报的经验。
• 了解印度营销传播特有的监管考量（TRAI/DLT、同意管理）。
• 卓越的领导和利益相关方管理能力，能够自信地在印度和英国利益相关方以及不同时区之间开展工作。
• 强大且清晰的沟通者，能够简单解释复杂信息并在各职能之间建立信任。
您将获得什么
我们的地点特定员工福利旨在满足 Tideans 的独特需求：
• 有竞争力的薪酬——有竞争力的薪资和股份期权。
• 休假——在银行假日之外提供丰厚的年假。
• 育儿假——带薪产假、陪产假和收养假，支持您的家庭旅程。
• 休假——在 Tide 完成里程碑年限后，可选择延长无薪和带薪休假。
• 健康保险——私人家庭保险，并附加 OPD 保障和补充选项。
• 人寿与意外保险——全面的意外和人寿保险保障。
• 心理健康——可使用治疗课程、课程、冥想和工作坊。
• 志愿服务与发展日——每年带薪日用于志愿服务或个人成长。
• 学习与发展——用于书籍、课程、教练等的年度预算。
• 家庭办公室设置——为设置您的家庭办公室提供补贴。
• 笔记本电脑所有权——保留您的旧笔记本电脑，并在需要更换时获得一台新电脑。
• 零食与餐食——办公室提供零食、咖啡、茶和午餐等福利（视地点而定）。
TIDE 是每个人的地方
在 Tide，我们相信只有让差异丰富我们的文化，我们才能成功。我们的 Tideans 来自不同背景和经验水平。我们考虑每一个人，不论其族裔、宗教、性取向、性别认同、家庭或父母身份、国籍、退伍军人身份、神经多样性或残障状况。我们庆祝员工队伍的多样性，因为这是我们成功的基石。我们对广泛思想和背景的承诺，使我们能够打造契合会员多样需求和生活的产品。
我们是一个团队，并营造透明和包容的环境，让每个人的声音都被听见。
在 Tide，我们因多样性而蓬勃发展，拥抱各种背景和经验。我们欢迎所有人，不论族裔、宗教、性取向、性别认同或残障状况。我们的包容文化是成功的关键，帮助我们打造满足会员多样需求的产品。我们是一个团队，致力于透明并确保每个人的声音都被听见。
免责声明
我们注意到，有个人或机构虚假声称代表 Tide，并就工作机会联系候选人。请注意：
• Tide 在招聘过程的任何阶段都不收取任何费用。
• 所有官方 Tide 工作机会仅发布在我们的 Careers Page 上，申请应通过该渠道提交。
• 来自 Tide 的沟通只会来自官方 @tide .co 电子邮件地址。
• Tide 不会在未经事先正式合作的情况下与机构或招聘人员合作，我们也不授权第三方代表我们发出工作邀请。
如果您被任何冒充 Tide 或要求付款的人联系，请将其视为欺诈，并立即通过 talent@tide.co 向我们举报。 您的安全和信任对我们很重要，我们致力于确保公平透明的招聘流程。
Tide 利用 AI 来提升我们的招聘体验。您可以在我们的 AI Policy 中进一步了解我们如何在招聘流程中使用 AI。
您的个人数据将由 Tide 为招聘目的处理，并依据 Tide 的 Recruitment Privacy Notice 进行。
以上内容由机器翻译自动生成，可能存在错误；投递前请以雇主原文为准。
查看雇主原文
职位描述
A BOUT TIDE
At Tide, we help SMEs save time and money in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions, from invoicing to accounting.
Tide is transforming the small business banking market and now supports over 2 million members globally across the UK, India, Germany and France.
Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data driven decisions to serve our mission: to help SMEs save time and money so they can get back to doing what they love.
Tide facts:
• Tide is available for UK, Indian, German and French SMEs
• Over 2 million members: 900,000 UK and 1,100,000 in India and growing rapidly
• Over $300 million raised in funding
• Over 2,800 Tideans globally
• Recognised with Great Place to Work certification three years in a row, and among India’s Top 50 Best Workplaces in Banking, Financial Services, and Insurance in 2026
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram, New Delhi, Berlin, Paris and Luxembourg
岗位职责
As the Director – Member Engagement Marketing (India), you will lead the strategy and execution of lifecycle, CRM, and engagement marketing initiatives that directly drive revenue and product adoption for Tide's India Business. You will work at the intersection of product, data, growth, and customer success to ensure every member interaction is personalised, impactful, and revenue-generating — while building and leading a high-performing, on-the-ground India team. You'll bring a test-and-learn, data-driven approach to member marketing, partnering closely with the SVP of Member Engagement Marketing, Product, and Data & Analytics teams to build deep relationships with existing members that increase usage, cross-sell, and grow lifetime value.
Core responsibilities will include:
Strategic Ownership
• Own the member engagement marketing strategy across the entire lifecycle — from onboarding and activation to retention and reactivation.
• Own the retention marketing strategy to grow revenue from the existing member base.
• Build cross-sell and upsell campaigns that deepen product usage and maximise member lifetime value.
• Identify high-potential member segments and create tailored journeys that boost engagement and reduce churn.
• Lead CRM marketing programmes across email, push, in-app, SMS, and WhatsApp focused on driving behavioural outcomes and monetisation.
• Lead nurture journeys that drive reactivation, repeat usage, and deeper financial engagement.
Analytics & Data-Led Decision-Making
• Partner closely with Data & Analytics to deeply understand the India member base and define KPIs tied to conversion, churn reduction, and engagement.
• Bring a test-and-learn approach: run A/B and MVT testing across CRM channels to continually improve targeting, content, and offers.
• Build a segmentation and targeting strategy based on lifecycle stage, member value, product uptake, and behavioural signals.
• Own dashboarding and reporting of all member marketing metrics and attribution, sharing results broadly with stakeholders.
• Apply AI/ML tools to accelerate marketing execution — e.g. testing more variants, sharpening targeting, and speeding up insight-to-action — with a track record of measurable gains in team speed or campaign performance.
Platform & Tooling Leadership
• Hands-on experience setting up a team on a CRM platform. Salesforce Marketing Cloud experience is ideal; depth of hands on experience with CRM tooling, including ability to support key platform changes and team training.
• Ensure the India CRM tech stack is set up to support scalable, personalised, multi-channel campaigns post-migration.
Team Building & Leadership
• Build and lead a high-performing team of CRM/lifecycle marketers, campaign managers, and content strategists in India — this is a team you will be building out, so hiring, structuring, and developing the right talent will be critical to success in this role.
• Motivate, coach, and grow your team while embedding a test-and-learn, data-driven culture.
• Collaborate cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams, building strong networks across the business to deliver as 'one team'.
• Contribute to quarterly planning around revenue growth via member marketing.
India Market Leadership
• Represent Member Engagement Marketing within the India Business leadership team, acting as the senior on-the-ground owner for engagement marketing strategy and execution.
• Adapt global MEM strategy and playbooks to the India context — including regional language personalisation, and WhatsApp/SMS as primary engagement channels alongside email and push.
• Ensure marketing communications comply with India's regulatory requirements (e.g. TRAI/DLT registration and consent management for SMS and outbound calls).
• Identify cross-sell opportunities specific to India SME members (e.g. GST-linked invoicing triggers, credit and collections products) and build journeys that reflect local product adoption patterns.
• Partner effectively with UK-based Marketing, Product, and P&E stakeholders across time zones, while owning delivery for the India market.
WHAT WE ARE LOOKING FOR
• 12+ years of experience in B2C or B2B2C marketing, preferably in fintech, lending, banking, or consumer tech, with meaningful experience in the Indian market.
• Proven expertise in lifecycle, retention, and CRM marketing with demonstrable commercial impact (e.g. improved conversion, reduced churn, incremental revenue).
• Track record of building and leading high-performing marketing/CRM teams — ideally having built a team from the ground up or through a significant scale-up phase.
• Direct experience leading or contributing to a marketing platform/CDP migration, including local rollout and change management; hands-on experience with Salesforce Marketing Cloud specifically will be a strong advantage given the migration this role will lead (comparable platforms: MoEngage, Adobe Campaign, or similar).
• Hands-on campaign experience across the full engagement channel mix this role covers — email, push, in-app messaging, SMS, and WhatsApp — rather than one or two channels in isolation.
• Deep understanding of cross-sell/upsell mechanics, revenue contribution tracking, and member behaviour insights.
• Strong working knowledge of marketing automation tools and customer data platforms (CDPs); highly analytical, comfortable using data to make decisions and build ROI-driven programmes.
• Experience with A/B/MVT testing and optimising offers/incentives to drive the best commercial return.
• Awareness of India-specific regulatory considerations for marketing communications (TRAI/DLT, consent management).
• Exceptional leadership and stakeholder management capabilities, with the ability to operate confidently across India and UK stakeholders and time zones.
• A strong, clear communicator able to explain complex information simply and build trust across functions.
WHAT YOU’LL GET IN RETURN
Our location-specific employee benefits are designed to cater to the unique needs of Tideans:
• Competitive Compensation – Competitive salary and share options.
• Time Off – Generous annual leave on top of bank holidays.
• Parental Leave – Paid maternity, paternity, and adoption leave to support your family journey.
• Sabbatical – Extended unpaid and paid leave options after completing milestone years with Tide.
• Health Insurance – Private family insurance with additional OPD coverage and top-up options.
• Life & Accident Cover – Comprehensive accidental and life insurance protection.
• Mental Wellbeing – Access to therapy sessions, courses, meditations, and workshops.
• Volunteering & Development Days – Paid days annually for volunteering or personal growth.
• Learning & Development – Annual budget for books, courses, coaching, and more.
• Home Office Setup – Contribution towards setting up your home office.
• Laptop Ownership – Keep your old laptop and get a new one when it’s time for a replacement.
• Snacks & Meals – Office perks with snacks, coffee, tea, and lunch (location dependent).
TIDE IS A PLACE FOR EVERYONE
At Tide, we believe that we can only succeed if we let our differences enrich our culture. Our Tideans come from a variety of backgrounds and experience levels. We consider everyone irrespective of their ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity or differently-abled status. We celebrate diversity in our workforce as a cornerstone of our success. Our commitment to a broad spectrum of ideas and backgrounds is what enables us to build products that resonate with our members’ diverse needs and lives.
We are One Team and foster a transparent and inclusive environment, where everyone’s voice is heard.
At Tide, we thrive on diversity, embracing various backgrounds and experiences. We welcome all individuals regardless of ethnicity, religion, sexual orientation, gender identity, or disability. Our inclusive culture is key to our success, helping us build products that meet our members' diverse needs. We are One Team, committed to transparency and ensuring everyone’s voice is heard.
Disclaimer
It has come to our attention that individuals or agencies are falsely claiming to represent Tide and are reaching out to candidates regarding job opportunities. Please be aware that:
• Tide does not charge any fees at any stage of the recruitment process.
• All official Tide job opportunities are listed exclusively on our Careers Page and applications should be submitted through this channel.
• Communication from Tide will only come from an official @tide .co email address.
• Tide does not work with agencies or recruiters without prior formal engagement, and we do not authorize third parties to make job offers on our behalf.
If you are contacted by anyone misrepresenting Tide or requesting payment, please treat it as fraudulent and report it to us immediately at talent@tide.co Your safety and trust are important to us, and we are committed to ensuring a fair and transparent recruitment process.
Tide leverages AI to enhance our hiring experience. You can read more about how we use AI in our recruitment process in our AI Policy .
Your personal data will be processed by Tide for recruitment purposes and in accordance with Tide's Recruitment Privacy Notice .