Communications Manager

Job Description: Communications Manager - CRM & User EngagementAt Yoga Circle by cultDrive habit formation through communication and engagementRole OverviewDrive user behavior, engagement, and retention at through effective communication strategy, lifecycle campaigns, and WhatsApp-led CRM journeys, while continuously optimizing messaging, engagement funnels, and channel performance through data-driven experimentation.The ideal candidate combines strong consumer marketing instincts with a deep understanding of user behavior, engagement funnels, and lifecycle communication to drive attendance and build consistency on Yoga Circle - with WhatsApp as a core product and engagement channel.

Key Roles & Responsibilities1. CRM Campaign Design & ExecutionDesign and execute CRM campaigns across WhatsApp and lifecycle channelsBuild communication journeys for onboarding, reminders, engagement, retention, and reactivationManage end-to-end campaign implementation including segmentation, scheduling, and delivery with AI agentic supportCollaborate with product, growth, and content teams on engagement initiativesMaintain campaign calendars and communication workflows

• Engagement & Lifecycle OptimizationOwn the MAU/WAU attendance metric - with a view to influence user behaviour and help users stay more consistent with daily practice.Improve engagement, and repeat participation through targeted communicationOptimize messaging, timing, CTAs, and user journeys through experimentationDrive WhatsApp engagement metrics including CTR, read rates, and response ratesBuild habit-forming communication systems that improve user consistencyIdentify drop-offs and optimize lifecycle funnels for better engagement outcomes
• WhatsApp Channel Management & OptimizationOwn WhatsApp as a core user engagement and delivery channelOptimize WhatsApp communication quality, frequency, and effectivenessManage WhatsApp campaign operations, workflows, and channel performanceMonitor channel costs, budgets, and communication efficiency and actively solve for cost reductionExplore new engagement formats and automation opportunities within WhatsApp
• Analytics & Performance ReportingTrack and analyze CRM, engagement, and campaign performance metricsBuild dashboards and reporting frameworks for lifecycle communication performanceGenerate insights on user behavior, attendance trends, and engagement patternsUse data-driven experimentation to improve campaign effectiveness and retention outcomesShare regular performance reports and optimization recommendations with stakeholders

Skills & QualificationsMinimum Qualifications3-6 years of experience in CRM, lifecycle marketing, communications, or engagement marketingStrong understanding of CRM systems, WhatsApp engagement, and lifecycle communicationExperience designing and optimizing user engagement campaignsStrong analytical skills with experience tracking campaign and engagement metricsFamiliarity with segmentation, A/B testing, and communication optimizationExcellent communication and stakeholder management skills

About Yoga CircleYoga Circle is an online yoga and wellness platform from the house of Cult, focused on helping users build sustainable wellness habits through expert-led sessions, guided journeys, and community-driven engagement. The platform combines mindful teaching, digital accessibility, and personalized learner experiences to make yoga approachable and impactful for everyday life.Yoga Circle by Cult offers a simple, guided yoga programme online, that fits effortlessly into the routine of the 35-65 year old Indian. At home, at their pace, and designed for every age and level, this programme makes it easy to begin and easy to continue.The classes are streamed live on YouTube and delivered in a mix of English and Hindi, with all communication on WhatsApp so the experience is simple and seamless.

The programme offers a support system to help users stay regular, engage and get the most out of the online classes, and is built on 4 pillars: Movement, Nutrition, Stress Management, and Sleep.

About Cult

Curefit Healthcare Pvt Ltd, founded in 2016, is India's largest fitness company and wellness platform. Cult, from the house of Curefit, was established with a mission to make fitness easy, fun and accessible to everyone, and has emerged as a community celebrating the joy of fitness. The brand today offers a range of fitness services ranging from group workouts, gyms and personalized fitness solutions, as well as an expansive selection of quality fitness products for the everyday athlete.

The company's vision is to empower everyone towards an active and healthier lifestyle through innovative fitness solutions, enabled by technology.