Retention & Growth Marketing Specialist

About Yulu

Yulu is India’s leading shared micro-mobility platform, revolutionizing urban transportation through smart, sustainable, and electric-first mobility solutions. With a rapidly growing fleet of tech-enabled electric two-wheelers and a robust battery-swapping infrastructure, Yulu makes last-mile commutes not only efficient but also planet-friendly.

Our IoT-driven platform and smart electric vehicles are helping cities reduce traffic congestion and carbon emissions while empowering millions with affordable and reliable transportation.

Backed by industry giants like Bajaj Auto and Magna International, Yulu operates at the intersection of mobility, technology, and sustainability. Our mission is to reduce congestion, cut emissions, and transform how India moves — one ride at a time.

With millions of rides completed, thousands of EVs on the road, and a rapidly expanding footprint, we’re not just building EVs — we’re building the future of urban mobility in India.

🔗 Learn more: www.yulu.bike

Role Summary

Yulu has grown its user base over 3X in the last 24 months. The aim is to grow 2X in the next 12 months. We're looking for a Retention & Growth Marketing Specialist to lead our efforts in customer retention & winbacks on digital, through smart engagement and CRM strategies.

You’ll be responsible for designing and executing full-funnel user journeys (via MoEngage or similar tools), managing voice-led telesales & surveys, working with Product to drive new feature adoption, and run performance marketing campaigns. Natural flair & fluency with data is critical - you should be able to connect, clean, analyse and interpret data from multiple sources (GA4, AppsFlyer, Metabase, SQL, internal dashboards) and turn them into actionable campaigns and insights

Key Responsibilities

Retention & Reactivation (Core Focus)

• Design and run multi-touch CRM campaigns to improve user retention, reduce churn and drive winbacks through reengagement
• Smart user segmentation based on deep behavioural understanding built through data analysis and on-ground insights
• Plan & execute campaigns to achieve success metrics of outcomes & costs by continuous testing and optimizing campaigns - messages, creatives, channels etc.
• Define & own campaign outcomes by proactive actions, experimentation & optimization, and creating dashboards & reports to tracking and align stakeholders
• Work with Data and Product teams to build triggers, dashboards, and user insights
• Explore new tools to reach customers more effectively & efficiently

Data Analysis & Orchestration (Core Focus)

• Understand data structures, logic and flow across different platforms used by Yulu to be able to orchestrate reports that might run across multiple data sources
• Articulate requirements to the data team for complex tasks. Write clear requirements (PRDs, BRDs) for Tech & Data teams to enable campaign triggers and accurate measurement.
• Strong understanding of user-level data, channel performance & attribution logic.
• Experience using SQL/Metabase, Google Analytics 4, MMPs like AppsFlyer or Branch.
• Ability to stitch multiple data streams (performance marketing, referrals, telecalling, organic) & analyse the full picture, to derive clear stories & actionables.
• Onboard tools to build data connections and drive campaign automation (using APIs, Webhooks, etc) to connect CRM, data pipelines, and other systems for more efficient execution.

Telesales Channel Management

• Manage a dedicated telecalling team for acquisition nudges and retention follow-ups
• Define calling logic, user lists, scripts, and track conversion impact.
• Design surveys, user scripts, and incentive structures define KRA/SLAs for telecalling teams.
• Leverage telesales interactions to gather user feedback, spot trends, and share insights to refine CRM and Product Marketing strategies.

Product Marketing Support (Basic)

• Collaborate with Product and Ops to drive the new feature GTM to the right user segments
• Plan and execute targeted awareness and adoption campaigns for key introductions.
• Develop GTM plans for new feature rollouts; gather user feedback via on-ground insights

Performance Marketing (Basic)

• Run or support basic performance campaigns on Meta, Google, etc., for user acquisition or re-engagement
• Monitor channel effectiveness and conversion rates in collaboration with the growth team
• How platforms like Meta & Google App Campaigns (UAC) work, and how to complement paid performance with CRM & organic channels.

Requirements:

• Hands-on experience with MoEngage or similar CEPs (WebEngage, CleverTap, etc.) with experience in retention, CRM, or lifecycle marketing
• Strong analytical skills — can interpret data, identify drop-offs, build hypotheses
• Strong data handling: advanced Excel/Sheets, SQL basics, GA4, attribution platforms.
• Familiar with workflow & report automation using APIs, Webhooks, etc
• Passionate about automating repetitive tasks to scale campaigns efficiently.
• A system builder — you like creating structure from chaos and scaling what works
• Loves to collaborate across Product, Ops, Engineering, and Agencies
• Hands-on, heart for new challenges, flexible going off script, & hungry for growth
• Flexible to experiment, fail fast, learn faster, and own execution fully

Nice to Have

• SQL or data querying skills.
• Experience with tools like MMP, GA4, BigQuery, Google Script, and Metabase.
• Experience managing telecalling or inside sales teams will be a plus.