CRM & Retention Specialist

About the Role

We are looking for a CRM & Retention Specialist to join Kite as a founding team hire & build our lifecycle marketing engine from zero.

This is a hands-on individual contributor role for someone who has worked on consumer fintech mobile apps, understands activation & retention deeply, & can set up best-in-class CRM infrastructure, campaigns, cohorts, journeys, reporting, & experimentation.

Kite is pre-launch, so this role is not about inheriting an existing CRM setup. You will define the foundation: event taxonomy, lifecycle journeys, MoEngage setup, segmentation, reporting, experimentation, retargeting audiences, & retention best practices that can support Kite’s goal of reaching 100K users.

What You’ll Own

1.CRM & Lifecycle Infrastructure

• Build Kite’s CRM & retention foundation from zero using MoEngage.
• Define lifecycle strategy across key user stages: app install, registration, KYC, first deposit, first transfer, first card transaction, referral activation, repeat usage, & cross-sell.
• Own CRM channels including push notifications, in-app messages, email, SMS, Telegram, web banners, app inbox, & paid retargeting audiences.
• Set up website CRM flows including web popups, lead capture, email nurturing, & retargeting pixels, while keeping mobile app activation as the primary focus.
• Build scalable templates, campaign governance, naming conventions, segmentation logic, & QA processes for lifecycle campaigns.

2.Activation, Retention & Repeat Usage

• Improve onboarding completion, activation, first transaction rate, repeat usage, D30/D60 retention, card spend, & referral-driven growth.
• Identify drop-offs across the funnel & work with product, data, & operations to reduce friction.
• Create reactivation strategies for dormant users & churn-risk cohorts.
• Build lifecycle programs for both new users & existing users
• Share CRM & retention learnings with product teams to improve onboarding, KYC, deposit flows, transaction flows, card usage, & referral mechanics.
• Work with operations & support to identify user pain points such as KYC delays, failed transactions, market-specific issues, complaints, & user confusion.

3.Segmentation, Cohorts & Paid Retargeting

• Create & manage user cohorts such as high-intent users, churn-risk users, power users, dormant users, first-time transactors, card users, transfer users, referral users, & market-specific segments.
• Sync relevant audiences with paid acquisition channels such as Meta, Google, TikTok, & other retargeting platforms.
• Use CRM such as MoEngage to align paid acquisition with lifecycle journeys, including welcome flows, onboarding nudges, reactivation, referrals, & cross-sell.
• Own retargeting audience strategy in partnership with performance marketing

4.Funnel, Tracking Infrastructure & Reporting

• Define & maintain event taxonomy & tracking specifications for key user actions across the app & website.
• Work hands-on with MoEngage, Mixpanel, Metabase, & AppsFlyer.
• Proactively debug discrepancies between ad platforms, AppsFlyer, Mixpanel, MoEngage, Metabase, & internal dashboards.
• Present insights with clear recommendations on what to scale, pause, fix, or test next.
• Use both quantitative data & qualitative insights to improve lifecycle performance.
• Work with product to improve in-app education, tooltips, empty states, onboarding nudges, & lifecycle-driven product experiences.
• Build & maintain - Daily dashboards, Weekly performance reports, Monthly business reviews, Campaign post-mortems, Funnel & cohort analysis & Retention & reactivation reports.

Qualifications

• 4 - 6 years of CRM, lifecycle, retention, or growth marketing experience
• Hands-on experience with building lifecycle journeys, CRM campaign setup & execution
• You understand mobile app funnels deeply, especially activation, onboarding, KYC, first transaction, repeat usage, referrals, & reactivation.
• Experience with MoEngage, Mixpanel, Metabase, AppsFlyer, or similar tools
• Ability to define & maintain event tracking requirements
• You have experience setting up audiences, cohorts, journeys, campaign logic, lifecycle reporting & campaign post-mortems
• Comfortable working with product, data, design, ops, & performance marketing teams
• Experience with referral, loyalty, or rewards programs
• Experience managing retargeting audiences across paid channels
• Strong ownership mindset & ability to operate independently

Working Style we Value

• Speed with taste: ship consistently, improve weekly
• Creative discipline: ideas are great distribution & iteration matter more
• High ownership: you run the calendar, drive alignment, & keep the engine moving
• Customer empathy: you can explain money movement simply & build trust through clarity

Bonus Points:

• Experience with cross-border payments, remittances, neobanks, or crypto products.
• Experience marketing to emerging markets in Asia Pacific
• Familiarity with ad policy and compliance constraints for financial & crypto products.

Benefits

Compensation & benefits are aligned with the best industry standards