Associate Product Manager (Funnel & Onboarding)

Job Description – Associate Product Manager, Funnel & Onboarding

About CreditSea

CreditSea is an RBI-registered, digital-first NBFC operating at scale. We are building technology-led lending experiences that make borrowing simple, seamless and accessible for customers. As we scale our lending business, we are focused on improving customer acquisition, onboarding and conversion across the entire lending journey.

The Role

We are looking for an Associate Product Manager to own and optimise the end-to-end customer acquisition and onboarding funnel.

The primary objective of this role is to minimise customer drop-offs while maximising conversion and customer experience. You will own the customer journey from the initial acquisition touchpoint through application, KYC, bank verification, credit assessment, mandate registration and loan disbursal.

This role requires close collaboration with Marketing, Credit/Risk and Engineering teams to ensure seamless integrations, reduce friction across the journey and continuously improve funnel performance.

Works closely with: Marketing, Credit & Risk, Engineering and Analytics

Key Responsibilities

1. Funnel Ownership & Optimisation

• Own and optimise the end-to-end customer journey, identifying friction points and drop-offs at every stage.
• Track stage-wise conversion, completion rates and turnaround times to identify opportunities for improvement.
• Drive initiatives to improve application completion, onboarding success and overall disbursal conversion.
• Analyse customer behaviour across different acquisition channels, devices and customer segments.

2. Customer Onboarding Experience

• Own and improve critical onboarding journeys, including application forms, KYC, bank account verification, mandate registration and other pre-disbursal processes.
• Ensure onboarding journeys are intuitive, seamless and reliable.
• Identify opportunities to simplify customer interactions, reduce repetitive steps and improve completion rates.
• Work with Engineering and external service providers to resolve technical failures and integration-related friction.3. Marketing & Acquisition Integrations
• Work closely with Marketing to optimise top-of-funnel integrations, campaign landing journeys, lead capture and acquisition flows.
• Ensure seamless transition from marketing touchpoints to the product journey.
• Improve tracking and attribution across acquisition sources and customer journeys.
• Enable effective integration between marketing platforms and internal lending systems.

4. Credit & Risk Integrations

• Work with Credit and Risk teams to integrate bureau checks, credit models, eligibility criteria and policy rules into the customer journey.
• Ensure credit assessment and policy-related processes are seamlessly embedded into the application flow.
• Identify and minimise unnecessary customer friction arising from credit checks, verification processes and policy integrations.
• Balance conversion objectives with underwriting and regulatory requirements.

5. Product Execution & Experimentation

• Work closely with Engineering, Design and other stakeholders to translate business requirements into product specifications.
• Drive A/B testing and experiments across different stages of the funnel.
• Use data and customer insights to prioritise product improvements.
• Monitor post-launch performance and measure the impact of product changes on conversion and customer experience.

What We're Looking Fo

• 2-4 years of prior experience owning or managing customer onboarding funnels in a digital lending or fintech application.
• Hands-on experience with lending journeys involving KYC, bank account verification, mandate setup and loan disbursal.
• Strong understanding of customer acquisition and onboarding journeys, including integrations between marketing platforms, lending systems and third-party service providers.
• Ability to analyse funnel data, identify conversion bottlenecks and translate insights into actionable product improvements.
• Strong execution orientation with the ability to work across multiple teams and drive initiatives independently.
• Good understanding of product metrics, user experience and experimentation.

Good to Have

• Prior experience in digital lending, NBFCs, fintech or consumer-facing financial services.
• Familiarity with bureau integrations, credit underwriting systems and lending policy engines.
• Experience working with KYC providers, penny-drop/bank verification services and mandate providers.
• Familiarity with product analytics tools such as Mixpanel, CleverTap or equivalent.
• Understanding of digital lending regulations and customer onboarding requirements.

Why Join CreditSea?

Build and own: Take end-to-end ownership of critical customer journeys and shape how customers experience digital lending.

Business impact: Directly influence customer conversion, acquisition efficiency and disbursal growth.

Ownership and visibility: Work closely with Product, Marketing, Credit and business leadership.

Opportunity to grow: Play an important role in building and scaling the product function as CreditSea grows