Director - MEM

ABOUT TIDE

At Tide, we are building a business management  platform designed to save small businesses time and money. We provide our members with business accounts and related banking services, but also a comprehensive set of connected administrative solutions from invoicing to accounting.

Launched in 2017, Tide is now used by over 1 million small businesses across the world and is available to UK, Indian and German SMEs. Headquartered in central London, with offices in Sofia, Hyderabad, Delhi, Berlin and Belgrade, Tide employs over 2,000 employees.

Tide is rapidly growing, expanding into new products and markets and always looking for passionate and driven people. Join us in our mission to empower small businesses and help them save time and money.

ABOUT THE TEAM :-

Member Engagement Marketing, leads the strategy and execution of lifecycle, CRM, and engagement marketing initiatives that directly drive revenue and product adoption across our fintech platform. This team works at the intersection of product, data, growth, and customer success to ensure every member interaction is personalized, impactful, and revenue-generating. We need the leader to  build deep relationships with existing users to increase usage, cross-sell, and grow lifetime value

ABOUT THE ROLE :-

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 customer base.
• Build cross-sell and upsell campaigns that deepen product usage and maximize customer lifetime value
• Identify high-potential customer segments and create tailored journeys that boost engagement and reduce churn
• Lead CRM, email, push, in-app, and SMS marketing programs focused on driving behavioral outcomes and monetization.
• Partner closely with Product, Data, and Revenue teams to define KPIs tied to conversion, churn reduction, and engagement.
• Lead nurture journeys that drive reactivation, repeat usage, and deeper financial engagement.
  
  

Execution & Optimization

• Lead and mentor a growing team of CRM/lifecycle marketers, campaign managers, and content strategists.
• Collaborate cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams.
• Segment users based on behavior, usage, and value to run targeted and personalized campaigns.
• Own dashboarding and reporting of all member marketing metrics and attribution.
  
  

Team Leadership & Collaboration

• Lead a team of lifecycle marketers, campaign managers, and CRM specialists. Collaborate cross-functionally with Growth, Sales, Product Marketing, Data Science, and Customer Success teams.
• Contribute to annual and quarterly planning around revenue growth via member marketing.

WHAT WE ARE LOOKING FOR:-

• 12+ years of experience in B2C or B2B2C marketing roles, preferably in fintech, banking, or consumer tech.
• Proven expertise in lifecycle, retention, and CRM marketing with a strong commercial impact.
• Deep understanding of cross-sell/upsell mechanics, revenue contribution tracking, and member behavior insights.
• Strong working knowledge of marketing automation tools and customer data platforms (CDPs).
• Analytical thinker with comfort in using data to make decisions and build ROI-driven programs.
• Exceptional leadership and stakeholder management capabilities.

WHAT YOU WILL GET IN RETURN :-

• Competitive salary
• Self & Family Health Insurance
• Term & Life Insurance
• OPD Benefits
• Mental wellbeing through Plumm
• Learning & Development Budget
• 15 days of Privilege leaves
• 12 days of Casual leaves
• 12 days of Sick leaves
• 3 paid days off for volunteering or L&D activities
• Stock Options

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.

You personal data will be processed by Tide for recruitment purposes and in accordance with Tide's Recruitment Privacy Notice.