About The Role  We are looking for a CRM Lead who can write high-converting copy and design automated user journeys across app and web. Your primary focus will be crafting the push notifications, in-app messages, emails, and WhatsApp sequences that guide users through key financial flows. You bring past experience in fintech or digital banking, knowing how to write clear, simple copy for complex steps like KYC, onboarding, and loan applications. You are a high-agency strategist who uses writing to improve retention and solve funnel drop-offs. Focus Area 1: Copywriting & Journey Architecture * Core Copywriting: Write all copy for push notifications, in-app banners, SMS, WhatsApp messages, and email sequences. * Journey Mapping: Structure communication flows across the user lifecycle, adapting message angles based on user behavior and drop-off points. * Funnel Drop-Off Recovery: Identify friction points in registration and product funnels, writing targeted recovery messaging to bring users back. * Voice & Clarity: Keep messaging simple, direct, and transparent across all dynamic templates and automated sequences. Focus Area 2: Narrative Experimentation & Analytics * A/B Copy Testing: Run continuous experiments testing subject lines, hooks, message length, call-to-action buttons, and value propositions. * Performance Analysis: Track open rates, click-through rates, and conversion metrics to see which messaging variations drive actual transactions. * Dynamic Messaging: Set up modular content rules so message copy automatically adjusts based on user profiles and past activity. Focus Area 3: Product Alignment & Setup * Tech Coordination: Work with Product Managers and Tech Leads to trigger the right messages based on specific user events and backend actions. * Frequency Control: Manage notification schedules to keep messages helpful without annoying users or causing uninstalls. What We Are Looking For * Fintech / Banking Writing Experience: Direct experience writing product copy and lifecycle campaigns for digital banking, lending, payments, or investment apps. * CRM Stack Fluency: Hands-on experience working with tools like MoEngage, CleverTap, WebEngage, or Braze to set up and send written campaigns. * Analytical Thinking: Ability to read funnel drop-off charts and figure out what copy change will fix the leak. Mindset To Succeed * Clear Communication: You know how to distill complex financial products into one or two clear sentences. * High Agency: You take full ownership of retention metrics, rewriting underperforming campaigns without waiting for a nudge. * Audience Understanding: You understand user hesitation around financial decisions and write a copy that builds trust and prompts action. PhonePe Full Time Employee Benefits (Not applicable for Intern or Contract Roles) Insurance Benefits - Medical Insurance, Critical Illness Insurance, Accidental Insurance, Life Insurance Wellness Program - Employee Assistance Program, Onsite Medical Center, Emergency Support System Parental Support - Maternity Benefit, Paternity Benefit Program, Adoption Assistance Program, Day-care Support Program Mobility Benefits - Relocation benefits, Transfer Support Policy, Travel Policy Retirement Benefits - Employee PF Contribution, Flexible PF Contribution, Gratuity, NPS, Leave Encashment Other Benefits - Higher Education Assistance, Car Lease, Salary Advance Policy