Lead - Customer Lifecycle Management

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 with over 1.6 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 help SMEs save both time and money.

Tide facts:

• Tide is available for UK, Indian, German and French SMEs
• Over 1.6 million members: 800,000 UK and 800,000 in India and growing rapidly
• Over $200 million raised in funding
• Over 2500 Tideans globally - we’re diversity champions!
• 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 and New Delhi, India

ABOUT THE ROLE

As the CCM - MEM (Member Engagement Marketing) , you'll be responsible for defining and executing Tide’s subscription programs. You will be the analytical engine behind the success of this program. You will own the end-to-end strategy for driving maximum Subscription Revenue and Customer Lifetime Value (LTV), managing all phases from free-to-paid conversion through to retention and win-back campaigns.

You will leverage deep data analysis to develop and execute a rigorous test-and-learn plan, ensuring our members are offered the optimal subscription plan with the right messaging, at the precise moment they need it. You will work within a passionate, collaborative, and fast-paced team dedicated to innovation and delivering quantifiable business impact.

Key Responsibilities

• Own Subscription Growth Strategy: Translate overarching business objectives (LTV, Churn, ARR) into measurable data strategies, focusing on optimizing the upgrades and free-to-paid conversion funnels.
• Advanced Segmentation: Segment the SME customer base based on financial behaviors (e.g., transaction volume, balance history), business lifecycle stage, and feature usage patterns to identify high-potential conversion and retention cohorts.
• Experimentation & Optimization: Develop, launch, and analyze A/B tests across various channels (in-app, email, push) to optimize pricing, messaging, and offer structures for subscription products.
• Deep-Dive Analysis: Be customer obsessed and deep dive into data to develop and prioritize hypotheses for campaign optimization, focusing specifically on reducing subscription churn and improving renewal rates.
• Work with product and digital teams to ensure highest adaption and seamless and member friendly journeys seamlessly within the Tide platform.
• Identify and build cross-sell opportunities by leveraging transaction data, behavioral analytics, and lifecycle triggers.
• Cross-Functional Execution: Collaborate closely with the Product team on feature rollouts, the CRM team on customer journey mapping, the Partnerships team on alliances, and the BI team to ensure data integrity and tooling readiness.
• Ensure regulatory compliance, risk management, and transparent communication across
• Represent the voice of SMEs in discussions on product innovation partnership design, ensuring solutions align with real business needs.
• VOC Analysis: Analyze customer service and call center data related to billing, cancellation, and upgrade/downgrade queries to identify systemic pain points and opportunities for improving subscription user experience and offer effectiveness.
• Performance Monitoring: Maintain, iterate on, and publish clear, actionable dashboards and reports detailing subscription health metrics (e.g., ARR, Churn, Upgrades, Downgrades)
• Stakeholder Communication: Interact with senior leadership and present concise, data-backed insights and recommendations to internal and external audiences, driving strategic alignment.

WHAT WE ARE LOOKING FOR

• You have 8 to 12 years of hands-on experience in growth, revenue management, analytical marketing roles or program management role with a proven track record of exceeding KPIs.
• You have worked on multiple projects in fast moving environments. You’ve led programs ranging between tech/product and operational focus, and are happy to apply your experience where it’s needed
• You’re comfortable with ambiguity - we will build frameworks and processes where we need to, but what’s important is delivery and that we move at pace. 
• You have experience working within a Subscription or app-based loyalty program
• You have demonstrable expertise in customer segmentation, behavioral targeting, and funnel optimization.
• You possess strong quantitative skills and experience handling large, complex datasets from disparate sources using BI tools (e.g., Looker, Tableau, Power BI).
• You embrace the challenge of continuous process improvement and are always hunting for the next problem or opportunity to drive revenue.
• You have excellent communication and reporting skills and are adept at translating complex data into clear strategic narratives for both technical and non-technical stakeholders.
• You have the ability to handle multiple high-priority projects simultaneously and thrive in a dynamic, rapidly changing scale-up environment.

WHAT YOU’LL 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.

• 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.

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