CLCM Manager

Role Objective

Own and manage end-to-end campaign execution for all lifecycle journeys across loan activation, usage, repayment, and top-up/cross-sell. The primary goal will be to deepen customer engagement and improve business metrics such as activation rate, product stickiness, and customer lifetime value, using CRM-driven communication.

Key Responsibilities

Define, build, and deploy communication journeys aligned with key lifecycle stages: Post-disbursal onboarding, Pre-EMI reminders, repayment follow-ups, Top and cross-sell campaigns Own campaign design and deployment using Salesforce Marketing Cloud, define trigger logic, audiences, templates, and frequency. Build journeys across channels SMS, WhatsApp, Email, Push. Monitor campaign performance: open rate, click rate, repayment %, bounce resolution %, top-up conversion, etc. Run A/B tests, track control vs. exposed cohorts, and iterate for performance lift. Work with Data Science, Product, Collections, and Customer Experience teams to integrate lifecycle requirements. Align campaign flows with operational changes (e.g., repayment cycles, product updates, regulatory norms). Partner with Tech/CRM to ensure data flows, tagging, and event integrations are in place. Monitor and optimise campaign performance. Responsible for end-to-end development and execution of customer communication journeys using behavioural hooks, customer intent signals, and lifecycle triggers to drive timely actions and habit formation across lending products. Identify actionable customer insights and translate them into targeted, insight-led campaigns that influence user behaviour and improve lifecycle outcomes. Must-Have Experience & Skills 3 5 years of hands-on CLCM experience in an BFSI, preferably in lending products. Preferably have worked with the SME audience Deep familiarity with borrower lifecycle journeys and communication needs across credit stages. Strong command over Salesforce Marketing Cloud (Journey Builder, Automation Studio, Contact Builder). Experience managing multi-channel campaigns in regulated environments. Analytical mindset can work with dashboards and data to make campaign decisions. Should be extremely collaborative,