ABOUT 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 across UK and India
- 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
ABOUT THE ROLE
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
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