Manager - Performance Marketing (Customer Lifecycle)
Location: On-site
Department: Marketing
Reports To: Director - Performance Marketing
Employment Type: Full-time
About the Role
We are looking for a Customer Lifecycle Marketing Manager to own the lead-to-partner lifecycle strategy across AssetPlus's Brand portfolio.
What You'll Do:
  • Own the lead lifecycle strategy across the funnel from lead capture through nurturing, engagement, and conversion into an empanelled MFD partner.
  • Design and execute multi-channel lifecycle/nurture campaigns (email, push/in-app, SMS, WhatsApp and other relevant channels) mapped to key milestones in the lead's journey toward becoming an MFD partner.
  • Build and manage segmentation and trigger-based automation journeys in our marketing automation tool, and maintain lead data hygiene and lifecycle stage tracking in Zoho CRM / backend.
  • Partner closely with Sales and Product teams across all three verticals to identify the nudges and moments that matter most for moving leads toward conversion in an MFD-led distribution model
  • Define and track lead lifecycle KPIs per vertical (lead engagement, nurture-to-conversion rate, time-to-empanelment, course completion/certification rates for Academy) and report regularly on the key performance metrics
  • Run A/B tests and iterate on messaging, timing, and channel mix to continuously improve lead-to-partner conversion across all verticals
  • Ensure all lifecycle communications are compliant in nature and align with applicable regulatory and industry standards for mutual fund distribution and wealth management (SEBI, AMFI, and related guidelines)
  • Collaborate with Content/Brand teams to ensure lifecycle messaging is on-brand and appropriately tailored for prospective MFD partners and financial services stakeholders
  • Maintain a clean, well-documented lifecycle marketing tech stack (marketing automation platform, Zoho CRM, and any connected analytics tools) and evolve it as new verticals are added
  • Build lifecycle programs with an eye toward scalability, given the business plans to add further verticals in the near term


What We're Looking For:
  • 6-8 years of experience in lifecycle, lead nurture, or CRM marketing, ideally in B2B or B2B2C fintech, financial services, or wealth/asset management
  • Proven experience owning lead lifecycle/nurture marketing across multiple products or business lines simultaneously
  • Hands-on expertise with marketing automation/engagement tools such as CleverTap, MoEngage, WebEngage, or similar, along with CRM systems
  • Strong data orientation - able to build segments, interpret funnel and conversion metrics, and translate insights into action across parallel programs
  • Working knowledge of retention and expansion marketing concepts, even though this role is primarily focused on lead-to-partner conversion rather than post-onboarding retention
  • Excellent written communication skills; ability to craft messaging for a B2B audience of prospective financial distributors/partners
  • Strong cross-functional collaborator who can work closely with Sales/Growth, Product across multiple verticals at once
  • Highly organized and comfortable owning several concurrent lifecycle programs independently, without a team of direct reports
  • Bachelor's or master's degree, or an equivalent qualification


Nice to Have
  • Prior experience with mutual fund distribution (MFD) or wealth management platforms or a fintech industry
  • Prior experience working in a regulated industry (financial services, mutual funds, wealth management, fintech) with exposure to compliance/legal review processes
  • Experience scaling lifecycle marketing programs to support new product lines or business verticals

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