Retention and Loyalty Analyst

Amartha is a technology company focused on creating shared prosperity by developing digital financial solutions for the grassroots economy. Founded in 2010 as a microfinance institution, Amartha connects rural, women-led micro-enterprises with affordable capital. Amartha is expanding as a tech company, building a microfinance ecosystem that connects to the growing digital economy through capital, investment, and payment services. By boosting the competitiveness of micro and small entrepreneurs, Amartha empowers women-led MSMEs, creates jobs, and fosters inclusive economic growth.

About the Role

This role supports business growth by improving customer retention and loyalty through analyzing behavior and user segmentation. It involves creating strategies to increase customer lifetime value, monitor retention metrics, and optimize loyalty programs for better satisfaction and engagement. You'll also develop communication strategies for different segments, execute CRM initiatives, and collaborate with marketing to create CRM materials, while optimizing product pricing strategies.

Key Responsibilities

1. Data Analysis & Reporting:
• Collect and analyze customer data to understand retention trends, churn rates, and key performance indicators (KPIs) related to loyalty programs.
• Prepare regular reports and insights on customer retention, segment performance, and loyalty program effectiveness.
• Develop customer segmentation models to identify high-value and at-risk customers for targeted retention efforts.
2. Retention Strategy Development:
• Assist in the creation and execution of customer retention strategies aimed at improving engagement and reducing churn.
• Support the development of personalized communication strategies to keep customers engaged and loyal.
• Identify potential pain points and obstacles in the customer journey and propose improvements to address them.
3. Loyalty Program Management:
• Help optimize existing loyalty programs and initiatives to increase customer participation and retention.
• Track the success of loyalty rewards and promotions, and suggest changes or enhancements based on performance analysis.
• Coordinate with cross-functional teams to ensure alignment and consistency of loyalty initiatives.
4. A/B Testing & Experimentation:
• Conduct A/B testing on retention and loyalty initiatives to determine the most effective strategies.
• Use test results to refine and improve future retention and loyalty campaigns.
5. Benchmarking & Competitive Analysis:
• Stay informed about industry trends and best practices in customer retention and loyalty programs.
• Perform competitive analysis to understand how the company's retention and loyalty efforts compare to market standards.
6. Pricing Strategies: 
• Conduct market research and competitive analysis to determine optimal pricing strategies.
• Monitor pricing trends, customer behavior, and competitor pricing to ensure market competitiveness.
• Identify pricing opportunities and recommend adjustments to enhance profitability.
• Collaborate with sales, marketing, and product teams to align pricing strategies with business objectives.
7. Cross-Functional Collaboration:
• Collaborate with marketing, product, and sales teams to integrate retention and loyalty strategies into business initiatives.
• Work with the customer analytics team to ensure consistent and accurate data tracking for all retention-related initiatives.

• Experience: 1-3 years in retention marketing, CRM, lifecycle marketing, or growth strategy.
• Analytical Skills: Strong ability to interpret data, analyze retention trends, and generate actionable insights. Experience with tools like Google Analytics, SQL is a plus.
• Lifecycle Marketing Expertise: Hands-on experience with email, push notifications, SMS, any CRM tools (ie: clevertap)
• A/B Testing & Experimentation: Proven ability to run experiments and optimize user engagement strategies.
• Customer-Centric Mindset: Deep understanding of user behavior, churn drivers, and customer pain points.
• Collaboration: Ability to work closely with product, marketing, and data teams to align retention efforts.
• Adaptability: Comfortable in a fast-paced, test-and-learn environment, with a strong growth mindset.

At Amartha, we are dedicated to creating a workplace that celebrates diversity, ensures equity, and fosters inclusion. We believe that diverse perspectives—shaped by factors such as gender, age, race, ethnicity, education, culture, and life experiences—drive innovation and growth.

We actively welcome individuals from all backgrounds to join us in building an environment where everyone feels respected, valued, and empowered. Our commitment is to provide equal opportunities and foster a sense of belonging that enables our employees to thrive and make meaningful contributions.