Director - Member Engagement Marketing

2 Hours ago • 12 Years + • Marketing

Job Summary

Job Description

Tide is seeking a Director of Member Engagement Marketing to lead the strategy and execution of lifecycle, CRM, and engagement marketing initiatives. This role focuses on driving revenue and product adoption across their fintech platform by building strong relationships with existing users to increase usage, cross-sell, and grow lifetime value. Key responsibilities include owning the member engagement and retention marketing strategy, developing cross-sell and upsell campaigns, and leading CRM, email, push, in-app, and SMS marketing programs. The role also involves partnering with Product, Data, and Revenue teams, leading nurture journeys, and managing a team of marketers. The ideal candidate will have 12+ years of experience in B2C or B2B2C marketing, preferably in fintech, with proven expertise in lifecycle, retention, and CRM marketing, strong commercial impact, and deep understanding of cross-sell/upsell mechanics.
Must have:
  • 12+ years of B2C or B2B2C marketing experience
  • Expertise in lifecycle, retention, and CRM marketing
  • Strong commercial impact
  • Understanding of cross-sell/upsell mechanics
  • Knowledge of marketing automation tools
  • Analytical and data-driven approach
  • Exceptional leadership and stakeholder management
Good to have:
  • Experience in fintech, banking, or consumer tech
  • Experience with customer data platforms (CDPs)
  • Ability to build ROI-driven programs
Perks:
  • Competitive salary
  • Self & Family Health Insurance
  • Term & Life Insurance
  • OPD Benefits
  • Mental wellbeing through Plumm
  • Learning & Development Budget
  • Privilege leaves
  • Casual leaves
  • Sick leaves
  • Paid days off for volunteering or L&D activities
  • Stock Options

Job Details

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.

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About The Company

Tide is the leading provider of UK small business (SMEs) accounts and one of the fastest-growing fintechs in the UK. Tide is live in the UK and India with over 650,000 members in the UK and more than 350,000 in India.


Tide is transforming the small business banking market. Our platform not only offers business accounts and related banking services, but also a comprehensive set of highly connected admin tools for businesses, such as full integration with accounting systems (live for our UK members, many are live in India, and coming soon to Germany). 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.

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