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
- 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.