About the job
ABOUT TIDE
Tide is dedicated to empowering SMEs by simplifying their banking and administrative processes. We offer not just business accounts and banking services, but a complete suite of user-friendly and integrated administrative solutions that range from invoicing to accounting.
With a growing community of over 1.8 million members worldwide, including the UK, India, Germany, and France, Tide is at the forefront of transforming the small business banking sector.
Our innovative technology solutions are designed specifically for SMEs, promoting quick onboarding, low fees, and unique features. We thrive on data-driven decisions, aiming to assist SMEs in saving both time and money so they can focus on what matters most to them.
Tide Highlights:
- Available for SMEs in the UK, India, Germany, and France
- Over 1.8 million members, including 800,000 in the UK and 1,000,000 in India, with rapid growth
- More than $300 million raised in funding
- A diverse workforce of over 2,500 Tideans worldwide
- Offices located in Central London, Sofia, Bulgaria, and technology centers across Serbia, Romania, Lithuania, Hyderabad, Gurugram, New Delhi, Berlin, Paris, and Luxembourg.
ABOUT THE ROLE
As the Head of Customer Lifecycle Management (CCM) focusing on Member Engagement Marketing (MEM), you will play a pivotal role in defining and executing Tide’s subscription programs. You will be the analytical powerhouse driving the success of our initiatives, overseeing the comprehensive strategy to maximize Subscription Revenue and Customer Lifetime Value (LTV), managing all stages from free-to-paid conversion, to retention and win-back campaigns.
Your expertise in data analysis will help in developing and implementing a robust test-and-learn plan, ensuring that our members receive tailored subscription options with optimal messaging at the ideal moment. Collaborating within a dynamic, innovative, and results-oriented team will be key to achieving our goals.
Key Responsibilities
- Lead Subscription Growth Strategy: Align business goals (LTV, Churn, ARR) with actionable data strategies, focusing on optimizing upgrade paths and free-to-paid conversion funnels.
- Advanced Segmentation: Analyze the SME customer base by financial behaviors (transaction volume, balance history), business lifecycle stage, and feature usage to pinpoint high-potential conversion and retention segments.
- Experimentation & Optimization: Design, implement, and evaluate A/B tests across various communication channels (in-app, email, push) to enhance performance and engagement.

