Sr. Manager - Customer Lifecycle & Revenue Growth
Role Overview
We are looking for a sharp, strategic marketer to own the full customer lifecycle for our returning borrower base — and grow into one of the most commercially critical roles in the business.
This role starts with end-to-end ownership of our returning customer channels — SMS, email, and emerging retention touchpoints. But the real opportunity is bigger: over time, this will evolve into a cross-product Customer Lifetime Value (CLTV) role, spanning our full product portfolio.
We are not hiring for a linear, single-channel operator. We are hiring for someone who thinks commercially, is customer focused, and brings a strategic point of view to how we maximize revenue and engagement across a customer’s full journey with us.
The Opportunity
The returning customer segment is one of our highest-leverage growth levers. This is an opportunity to reimagine how we engage customers, what we offer them, when, and through which products — with a mandate to scale it into a mature CLTV function over time.
You will have real P&L ownership from day one, a direct line to senior leadership, and a mandate to grow the role beyond its current boundaries. The right person will not just optimise what exists — they will define what comes next.
What You Will Own
Phase 1: Relending Strategy and Marketing Channel Ownership
Build, manage, and optimise all returning customer channels — SMS, email, automated calling, marketing in customer portals and any emerging retention touchpoints
Define channel mix strategy based on customer segment, loan lifecycle stage, and engagement signals
Own end-to-end campaign execution — from brief to deployment to performance review
Drive A/B testing across messaging, timing, frequency, and offers to continuously improve channel ROI
Own the revenue and cost targets for the returning customer segment with full P&L accountability
Track and report on core metrics: repeat rate, cost per returning borrower, revenue per channel, ROI by campaign
Phase 2: Cross-Product CLTV Strategy
As the role matures, expand ownership beyond returning customers into a full customer lifetime value (CLTV) framework across our product suite
Design lifecycle journeys that evolve with the customer, not just re-engagement nudges that target a single behaviour
Build a segmentation and propensity model (in partnership with Analytics) to identify which products to surface, to which customers, at which stage of their lifecycle
Develop a playbook for intelligent down-sell and cross-sell: when to protect margin, when to retain the customer at a lower product tier, and when to upgrade
Partner with Product and Risk to influence roadmap decisions that affect lifecycle outcomes
Strategic Leadership & Stakeholder Ownership
Present performance and strategy to senior leadership on a regular cadence; own the narrative, not just the numbers
Serve as the internal authority on returning customer behaviour — own the data, own the insight, own the recommendation
Work closely with Analytics, Product and Finance to ensure channel strategy is grounded in commercial reality
Manage channel budgets and make data-backed decisions on where to invest and where to pull back
What We Are Looking For
Must-Haves
5–8 years of experience in acquisition, retention, lifecycle, or CRM marketing — with demonstrable progression in scope and seniority, preferably in fintech or consumer lending
Experience working with a new-age digital company and associated tools and processes
B.E/B.Tech or MBA from a Tier 1 institute
Proven track record of owning channels (SMS, email) with measurable business outcomes — not just execution, but strategy and results
Demonstrated ability to think beyond campaigns into lifecycle architecture — someone who can connect individual channel tactics to a long-range CLTV view
Strong analytical skills: comfortable with Excel/Sheets, and familiar with SQL
Experience owning or contributing to a marketing P&L or budget with real accountability
Ability to translate complex data into clear strategy and communicate it convincingly to senior stakeholders
Good to Have
Familiarity with CRM and marketing automation tools
Experience working across multiple product lines or in a multi-product fintech environment
Exposure to cross-sell, upsell, or down-sell mechanics in a credit or lending context
Experience in a US-facing or cross-geography fintech environment
Understanding of credit products, loan lifecycle, and borrower behaviour
How to Apply
Click “Apply Now” to send your resume to: careersindia@applieddatafinance.com with the subject line: “Career Opportunity with ADF – [Role Name]