Product Marketing Manager (Engagement & Retention)

About Fam (previously FamPay)

Fam is India's first payments app for everyone above 11. FamApp helps make online and offline payments through UPI and FamCard. We are on a mission to raise a new, financially aware generation, and drive 250 million+ youngest users in India to kickstart their financial journey super early in their life. Founded in 2019 by IIT Roorkee alumni, Fam is backed by some of the most respected investors around the world like Elevation Capital, Y-Combinator, Peak XV (Sequoia Capital) India, Venture Highway, Global Founder’s Capital and the likes of Kunal Shah, Amrish Rao as angel investors.

Role Overview

We’re looking for a Product Marketing Manager to build and scale Fam’s lifecycle and engagement engine.

This is a 1→10 role — you’ll own CRM end-to-end, drive user activation and retention, and turn engagement channels into a consistent, high-impact growth lever.

This role sits at the intersection of product, growth, and user behavior — requiring strong ownership of lifecycle journeys, sharp experimentation, and a deep understanding of what drives repeat usage.

Must-haves

• 5–7 yrs in B2C product marketing / CRM / lifecycle marketing
• Hands-on experience with CleverTap / MoEngage / WebEngage (or similar)
• Strong understanding of engagement metrics (CTR, open rates, conversion, retention)
• Experience owning push, WhatsApp, email channels end-to-end
• Proven ability to drive retention and repeat usage
• Strong prioritisation — can manage asks across multiple PMs
• Data-driven + experimentation mindset
• Should be AI native
• High ownership; moves fast

Good to haves

• Gen Z audience understanding
• Exposure to personalisation, segmentation, lifecycle journeys
• Basic copy + messaging instincts for high CTRs
• Experience setting up CRM systems from scratch and scaling them

Roles and Responsibilities

1. Lifecycle & Engagement (Own)

• Own push, WhatsApp, email across the user lifecycle
• Drive activation, retention, and repeat transactions
• Build structured user journeys (onboarding → habit → reactivation)

2. CRM Platform Ownership (Own)

• Own CleverTap (or equivalent) end-to-end
• Set up segmentation, cohorts, triggers, and journeys
• Ensure hygiene, tracking, and scalability of CRM systems

3. Centralisation & Governance (Own)

• Move from PM-led fragmented sends → centralised CRM function
• Define who sends what, when, and to whom
• Build shared learnings, playbooks, and best practices

4. Experimentation (Own)

• Run high-volume tests on copy, timing, frequency, segmentation
• Optimize for CTR, conversion, and downstream actions
• Build a strong experimentation cadence

5. Cross-functional Collaboration (Drive)

• Work with multiple PMs to prioritise campaigns
• Balance competing asks with business impact
• Influence product decisions through user insights

What Success Looks Like
• Improved CTR, engagement, and retention metrics
• Clear, centralised CRM strategy (vs fragmented sends)
• Higher repeat transactions per user
• Strong experimentation velocity and learnings
• CRM becomes a key growth lever, not just a support channel

Why Join Us

• Opportunity to build a category-defining brand for the next generation in India

• Work directly with founders and leadership

• Own a high-impact growth lever from day one

• Fast-paced, high-ownership culture