CRM & Lifecycle Lead

About Amartha

At Amartha, we empower micro-businesses across Indonesia, enabling growth and equal prosperity. We’ve supported over 2.7 million entrepreneurs—mostly women—by disbursing IDR 22.8 trillion in funding. As we step into 2025, Amartha is evolving into a technology-driven financial ecosystem, expanding our reach in lending, funding, and payments. Through innovation and digital solutions, we aim to enhance accessibility, streamline processes, and create a seamless user experience.

About the Role:

We are looking for a strategic and execution-driven CRM & Lifecycle Lead to build and scale Amartha’s CRM function into a world-class growth engine. You will lead the development of lifecycle strategies across borrower, investor, and agent segments, drive personalization across key CRM channels (WhatsApp, Email, Push), and own CRM’s integration into product, growth, and tech roadmaps.

You will manage and mentor a team, work closely with Marketing and Growth teams, Commercial and Product teams, Tech and Data teams, and be responsible for both strategy and day-to-day execution of lifecycle journeys that drive activation, engagement, product adoption, and retention.

Key Responsibilities

CRM & Lifecycle Strategy

• Define and own the CRM & lifecycle strategy across all Amartha segments (borrowers, investors, agents), aligning with growth, product, and business priorities.
• Develop full-funnel lifecycle journeys (onboarding, activation, retention, upsell, win-back), mapped by segment, product, and user behavior.
• Champion CRM as a strategic growth lever, not just a communications tool — connecting lifecycle to MTU growth, product stickiness, and LTV.

Execution & Channel Ownership

• Lead day-to-day CRM operations and campaign execution across in-App experiences, Push, WhatsApp, Email, Push, and other digital channels.
• Oversee CRM backlog, prioritization, QA, campaign calendar, and experiment roadmap.
• Ensure high performance of automated journeys (triggers, nudges, reminders) across use cases like repayment, investment top-up, savings goal completion, and product onboarding.

Data, Segmentation & Optimization

• Own CRM dashboards and campaign performance reporting in collaboration with the Data team.
• Implement structured A/B and multivariate testing to optimize targeting, content, timing, and conversion rates.
• Drive deeper segmentation based on behavior, cohort, transaction patterns, and lifecycle stage.

Cross-Functional Collaboration

• Partner with Product and Tech teams to embed CRM logic into platform features and app journeys.
• Work with Creative and Brand teams to align content and tone with lifecycle stages and customer personas.
• Collaborate with Commercial and Growth teams to support go-to-market plans with lifecycle activation and re-engagement strategies.

Team Leadership & Development

• Manage, coach, and develop team, providing strategic direction, prioritization, and performance feedback.
• Build CRM knowledge and capability across the broader Growth and Marketing team.

Requirements

• 6+ years in CRM, Lifecycle, or Retention Marketing roles in fintech, e-commerce, SaaS, or consumer tech
• Strong track record of building and optimizing lifecycle programs at scale across digital channels
• Experience managing a team and leading strategic planning
• Deep knowledge of CRM tools and platforms (Clevertap, Braze, MoEngage, etc.)
• Data-literate: able to read dashboards, define metrics, work with SQL/Looker/DataStudio (a plus)
• Strong communicator and collaborator with cross-functional leadership experience
• Nice to have: Experience working with agent/field-driven user bases or grassroots segments

At Amartha, we are dedicated to creating a workplace that celebrates diversity, ensures equity, and fosters inclusion. We believe that diverse perspectives—shaped by factors such as gender, age, race, ethnicity, education, culture, and life experiences—drive innovation and growth.

We actively welcome individuals from all backgrounds to join us in building an environment where everyone feels respected, valued, and empowered. Our commitment is to provide equal opportunities and foster a sense of belonging that enables our employees to thrive and make meaningful contributions.