CRM & Lifecyle Marketing Lead

About Hunch:

Hunch is an intentional dating platform that helps people meet thoughtfully through polls, vibe profiles, and guided conversations. We’re building a premium, personality‑driven experience—less swiping, more meaningful connections. Hunch is a Series A funded ($23 Million) startup building the future of social discovery in a post-AI world. 

Link to our fundraising announcement

If you're passionate about innovation, inclusivity, and making a meaningful impact, you've found your home at Hunch

About The Role:

We’re hiring a CRM & Lifecyle Marketing Lead to own our lifecycle, CRM, and messaging engine end‑to‑end using MoEngage ( a tool similar: CleverTap, Braze, Iterable, Customer.io). You’re tool‑agnostic and can help evaluate the best stack for each phase. You’ll turn product moments (waves, crushes, profile milestones, dates) into clear, timely communication across email, push, SMS, and in‑app. You will craft strategy, ship campaigns, and measure incremental lift with rigorous testing. Your north star: activation, retention, revenue, and trust.

What You’Ll Own:

• Lifecycle Strategy: Map journeys for new, active, dormant, and premium cohorts; define success metrics per stage.
• Channel Operations (MoEngage or similar): Build/maintain campaigns, journeys, segmentation, personalization, frequency caps, and suppression rules. Own templates, content blocks, and deep links; ship dynamic content using templating/conditional logic (e.g., Liquid/Handlebars‑style) and JSON.
• Behavioral Triggers: Real‑time flows for events like first wave received, crush accepted, expiring boosts, date confirmations, checkout abandons, and inactivity.
• Lightweight Coding & Integrations: Implement logic inside templates and in‑app cards; configure webhooks, payload transforms, and event mappings; partner with engineering for SDK changes but self‑serve when possible.
• Ratings & Reviews: In‑app prompts and app store review ops; response SLAs for 1–2★ reviews; publish success stories.
• Deliverability & Consent: List health, sender reputation, domain warming, SMS compliance/opt‑ins, push permissions.
• Experimentation: Always‑on A/B/n tests; holdouts/control groups to quantify incremental lift.
• Comms Surfaces: Email, push, SMS, in‑app banners/carousels/tooltips, and notification center.
• Promotions & Transactional: Calendar, cadence, and guardrails for promos; bullet‑proof transactional flows (receipts, OTPs, confirmations).
• Crisis/Trust Comms: Templates and playbooks for incidents, outages, policy updates, and safety notices.
• Cross‑Functional Hub: Partner with Product, Data, Design, Support, and Partnerships/PR to keep comms consistent and on‑brand.

Key Responsibilities :

• Translate product roadmap and cohort insights into quarterly comms plans with targets and testing roadmaps.
• Design and launch onboarding that drives profile completion and first core actions (wave/crush/date).
• Build reactivation programs for dormant users and reselection flows that resurface strong matches.
• Implement personalization: dynamic fields, conditional logic, content variants by city/intent.
• Instrument and QA deep links, tracking (UTMs), and channel attribution; reduce broken‑link fallout.
• Code small logic safely inside templates/in‑app cards; set up webhooks and simple payload transforms; document versioning.
• Maintain content style guide and localization glossary; ensure tone matches our intentional‑dating brand.
• Own MoEngage hygiene: event taxonomy alignment, naming conventions, journey documentation, and version control.
• Monitor daily health dashboards (reachability → deliverability → performance → outcomes) and run weekly reviews.
• Train customer support on macro/FAQ changes; set up proactive comms to deflect tickets.

KPIs (Own or Co‑Own)

Business Outcomes (Co‑Own):

• D7/D30 retention by cohort and city
• Free→Paid conversion; renewal rate; churn
• Match→Date rate; time‑to‑first‑date
• Ratings: average rating, %5★, response time to 1–2★

Reachability & List Health (Own):

• % users opt‑in to push / verified email / SMS consent.
• Deliverability: inbox placement, bounce rate, spam complaints, SMS DLR, push delivery rate.

Performance & Fatigue (Own):

• Open rate, CTR/CTOR, push tap‑through, deep‑link success
• Send‑time optimization lift; unsub/STOP rate; push disable rate; fatigue score

Lifecycle & Monetization (co‑own with Growth):

• Onboarding completion; time to profile 90–100%
• Time‑to‑first core action; % new users receiving a wave in 72h
• Reactivation rate; attach/reselection for boosts and add‑ons; promo‑lift vs control

Experimentation & Ops (Own):

• Tests/week, % traffic under test, win rate, uplift per 1k sends (iRPM)
• Trigger→send latency SLAs; on‑time sends; duplicate‑send incidents; broken link rate; localization coverage

Required Qualifications:

Must‑Have :

• 3-5 years in CRM/lifecycle for consumer mobile; hands‑on with MoEngage or CleverTap.
• Technical mindset: implement templating/conditional logic (Liquid/Handlebars‑style), build dynamic in‑app cards, wire deep links, and configure webhooks without waiting on engineering.
• Comfort with basic JavaScript (or equivalent) for small transforms, HTML/CSS for emails, regex/URL encoding, and JSON.
• Solid SQL for cohort pulls and experiment reads; understands event schemas and attribution.
• Deliverability & consent fundamentals (SPF/DKIM/DMARC basics), push tokens, SMS opt‑ins.
• Copycraft + design sensibility; can brief and QA assets.

Nice‑To‑Have:

• Existing experience with MoEngage is a strong plus.
• Completion of GrowthX, Reforge, or similar growth/lifecycle programs is a strong plus.
• Familiarity with Apps Script/Python for reporting automation; Git‑based versioning for templates.
• App store ratings/reviews ops; community/event comms.
• Branch/Adjust/Appsflyer deep links; Firebase/APNs configuration.

How We Work :

• Data‑first, experiment‑heavy, and brand‑consistent.
• Fast shipping with rigorous QA and clear guardrails for frequency and tone.
• Hybrid async/sync; weekly growth and product reviews.

What We Offer

• Competitive pay along with an annual performance-linked incentive (PLI) for all
• Employee benefits like Medical Insurance
• One annual all expenses paid by company trip for all employees to bond
• Although we work from our office in New Delhi, we are flexible in our style and approach

Why Hunch

• Work Culture: At Hunch we take our work seriously but don’t take ourselves too seriously. Everyone is encouraged to think as owners and not renters, and we prefer to let builders build, empowering people to pursue independent ideas.
• Impact: Your work will shape the future of social engagement and connect people around the world.
• Collaboration: Join a diverse team of creative minds and be part of a supportive community.
• Growth: We invest in your development and provide opportunities for continuous learning.
• Backed by Global Investors: Hunch is a Series A funded startup, backed by Hashed, AlphaWave, Brevan Howard and Polygon Studios
• Experienced Leadership: Hunch is founded by a trio of industry veterans - Ish Goel (CEO), Nitika Goel (CPO), and Kartic Rakhra (CMO). Together, they have built successful ventures in IT Services, GovTech and Web3, including Nexus Mutual, GovBocks, and PlotX.