Role Purpose

Own the end-to-end CRM and lifecycle marketing strategy for Thawani Pay across users and merchants. This role is responsible for designing, executing, and optimising automated journeys that drive onboarding, activation, engagement, cross-sell, and win-back for Thawani Pay app users, Mojab cardholders, remittance users, Sama loyalty participants, and merchants using Tajer App, Merchant Portal, Payment Gateway, and Payment Link.

Key Responsibilities

CRM & Lifecycle Strategy

• Design and own lifecycle journeys for both users and merchants, including:
• App registration & KYC completion
• First funding/top-up and first transaction
• Ongoing engagement (bills, transfers, remittances, Sama, Athar donations, Mojab Go use)
• Cross-sell (cards, microfinancing, insurance, merchant products)
• Dormancy prevention and reactivation
• Win-back campaigns for lapsed users and merchants
• Build and maintain robust segmentation frameworks (e.g., cohorts by product usage, value, activity, geography, and merchant category).

Platform Ownership & Execution

• Own Microsoft Dynamics 365 as the core CRM platform, including its end-to-end integration with the Thawani Pay app, web experiences, data warehouse, and other key systems (e.g., analytics, customer support, and marketing tools).
• Plan and execute always-on and campaign-based communications across Push, In-app, Email, SMS, and WhatsApp.
• Ensure all journeys and triggers are event-based and aligned with the underlying data model (events from GA4/Firebase/Adjust/ Mixpanel or similar product analytics platforms and backend).

Analytics & Optimisation

• Define and track CRM KPIs such as activation rate, WAU/MAU uplift, churn rate, reactivation, average revenue / TPV per active user, and merchant retention.
• Run controlled experiments on journey variants, messaging, incentives, and frequency caps.
• Use product and behavioural analytics (Mixpanel / session tools) to refine onboarding and lifecycle flows.

Stakeholder Alignment

• Work closely with Product, Growth, Customer Care, and Data to ensure consistency between journeys, in-app UX, and customer support processes.
• Provide CRM performance updates and recommendations to the CMO / CEO as part of monthly/quarterly business reviews.

Qualifications & Experience

• 7–10+ years of CRM / lifecycle marketing experience, ideally in FinTech, digital banking, payments, or app-first consumer businesses.
• Hands-on experience implementing and scaling CRM platforms (Microsoft Dynamics 365, Braze, MoEngage, WebEngage, or equivalent).
• Strong understanding of event-based triggers, segmentation, and experimental design.
• Proven track record improving activation, retention, and cross-sell via automated journeys.
• Comfortable working with analytics tools (GA4, Firebase, Mixpanel, Power BI) and collaborating with data teams.