Manager - Performance Marketing (Customer Lifecycle)

About the Role

We are looking for a Customer Lifecycle Marketing Manager to own the lead-to-partner lifecycle strategy across AssetPluss Brand portfolio.

What Youll Do:

• Own the lead lifecycle strategy across the funnel from lead capture through nurturing, engagement, and conversion into an empaneled 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 leads 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 Were 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
• Bachelors or masters 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