Tide Business - Director - Member Engagement Marketing

As the Director - Member Engagement Marketing, you will lead the strategy and execution of lifecycle, CRM, and engagement marketing initiatives that directly drive revenue and product adoption across our fintech platform. You will work 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.

Key Responsibilities:

Strategic Ownership:

1.Own the member engagement marketing strategy across the entire lifecycle - from onboarding and activation to retention and reactivation.

2.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

3.Identify high-potential customer segments and create tailored journeys that boost engagement and reduce churn

4.Lead CRM, email, push, in-app, and SMS marketing programs focused on driving behavioral outcomes and monetization.

5.Partner closely with Product, Data, and Revenue teams to define KPIs tied to conversion, churn reduction, and engagement.

6.Lead nurture journeys that drive reactivation, repeat usage, and deeper financial engagement.

Execution & Optimization:

1.Lead and mentor a growing team of CRM/lifecycle marketers, campaign managers, and content strategists.

2.Collaborate cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams.

3.Segment users based on behavior, usage, and value to run targeted and personalized campaigns.

4.Own dashboarding and reporting of all member marketing metrics and attribution.

Team Leadership & Collaboration:

1.Lead a team of lifecycle marketers, campaign managers, and CRM specialists.

2.Collaborate cross-functionally with Growth, Sales, Product Marketing, Data Science, and Customer Success teams.

3.Contribute to annual and quarterly planning around revenue growth via member marketing.