Company: SEVORA
Position: CRM & Retention Marketing Executive
Department: CRM / Marketing / Revenue
Location: Kolkata, India
Employment Type: Full-time
Experience: 1–3 years
Reports to: Revenue & Growth Manager
About SEVORA
SEVORA is a premium fashion technology platform focused on making premium fashion more accessible through curated discovery, personalised shopping, Try At Home and fast delivery.
We are looking for a CRM & Retention Marketing Executive to build meaningful, personalised customer journeys that increase conversion, repeat purchases, customer engagement and lifetime value.
This role combines CRM, lifecycle marketing, customer communication and retention with a strong commercial focus.
Role Overview
The CRM & Retention Marketing Executive will manage SEVORA's customer lifecycle across:
New Customer → First Purchase → Try At Home → Post-Purchase → Repeat Purchase → VIP Customer
You will plan and execute customer communication across WhatsApp, Push Notifications, Email and SMS, while also identifying opportunities for personalised follow-up, cross-selling, upselling and customer reactivation.
The ideal candidate is both creative and analytical — someone who understands customer behaviour and can turn customer engagement into measurable revenue.
Key Responsibilities1. CRM & Lifecycle Marketing
- Own day-to-day CRM and lifecycle marketing activities.
- Develop customer journeys for different stages of the customer lifecycle.
- Segment customers based on purchase history, behaviour, category, AOV, frequency and engagement.
- Create personalised communication for different customer segments.
- Develop strategies for new customers, active customers, dormant customers and VIP customers.
- Identify opportunities to improve customer engagement and retention.
2. WhatsApp, Push, Email & SMS Marketing
Plan, execute and optimise:
- WhatsApp campaigns
- Push notifications
- Email campaigns
- SMS campaigns
Use these channels for:
- New arrivals
- Product recommendations
- Offers and promotions
- Abandoned carts
- Try At Home reminders
- Order-related engagement
- Post-purchase communication
- Festive campaigns
- Occasion-based fashion
- Customer reactivation
- VIP/private sales
3. Customer Conversion & Clienteling
- Identify high-intent customers from CRM and behavioural data.
- Follow up with customers through WhatsApp or calls when appropriate.
- Support abandoned-cart recovery.
- Follow up on abandoned or completed Try At Home experiences.
- Recommend relevant products based on customer preferences.
- Cross-sell and upsell complementary products.
- Coordinate with Fashion Stylists for high-value customers.
- Build personalised customer relationships.
4. Retention & Repeat Purchase
Develop programs to increase:
- Repeat purchase rate
- Purchase frequency
- Customer LTV
- Customer engagement
- Revenue per customer
Create personalised campaigns around:
- Durga Puja
- Diwali
- Weddings
- Birthdays
- Anniversaries
- Vacations
- Workwear
- Party/occasion wear
- New collections
- Seasonal launches
5. Customer Segmentation
Build and manage segments such as:
- New Customers
- First-Time Buyers
- Repeat Customers
- High-Value Customers
- VIP Customers
- Dormant Customers
- Abandoned Cart Customers
- Try At Home Customers
- Category-specific Customers
- Brand-specific Customers
- Occasion-based Customers
Use customer behaviour and purchase history to determine what to communicate, when to communicate and through which channel.
6. Campaign Planning & Execution
- Develop monthly CRM calendars.
- Coordinate CRM campaigns with marketing and merchandising calendars.
- Align campaigns with product launches, offers, festivals and events.
- Write customer-facing communication and campaign copy.
- Coordinate with creative teams for campaign assets.
- Ensure campaigns are correctly segmented, scheduled and executed.
- Maintain campaign documentation and calendars.
7. Testing & Optimisation
Continuously test:
- Subject lines
- Push notification copy
- WhatsApp messaging
- Offers
- CTAs
- Timing
- Frequency
- Customer segments
- Communication channels
Use A/B testing and campaign performance data to improve results.
Analytics & Reporting
Track and report:
- CRM-attributed GMV
- Repeat GMV
- Repeat purchase rate
- Customer retention
- Customer reactivation
- Campaign conversion rate
- Revenue per campaign
- Revenue per customer
- Click-through rate
- Open rate
- Push engagement
- WhatsApp engagement
- Abandoned-cart recovery
- Customer LTV
The focus should always be:
Engagement → Conversion → Revenue → Retention
—not simply the number of campaigns sent.
Required SkillsMust Have
- CRM / Lifecycle Marketing
- Retention Marketing
- Customer Segmentation
- WhatsApp Marketing
- Email Marketing
- Push Notification Marketing
- SMS Marketing
- Campaign Management
- Customer Journey Mapping
- Personalisation
- Customer Analytics
- A/B Testing
- Copywriting
- Excel / Google Sheets
- Strong communication skills
Preferred
- D2C / Ecommerce experience
- Fashion / Lifestyle experience
- Marketing automation
- WhatsApp CRM platforms
- Customer Data Platforms
- GA4
- MoEngage / CleverTap / WebEngage / Braze or similar CRM platforms
- Loyalty / Clienteling experience
Ideal Candidate
The ideal candidate should:
- Understand customer behaviour and lifecycle marketing.
- Have a strong commercial mindset.
- Be comfortable working with customer data.
- Have excellent written communication skills.
- Understand premium customer expectations.
- Be creative enough to develop compelling campaigns.
- Be analytical enough to understand what drives revenue.
- Be highly organised and detail-oriented.
- Be comfortable working in a fast-paced startup environment.
- Have a strong interest in fashion, ecommerce and consumer brands.
Key Performance IndicatorsPrimary KPIs
CRM-attributed GMV
Repeat GMV
Repeat Purchase Rate
Secondary KPIs
- Customer LTV
- Customer reactivation
- Revenue per customer
- Abandoned-cart recovery
- Try At Home → Purchase conversion
- Campaign conversion rate
- Campaign-attributed orders
- Customer engagement
- Cross-sell / upsell revenue
What Success Looks Like
Within the first 90 days, the candidate should:
- Establish a structured CRM calendar.
- Segment SEVORA's customer base.
- Build lifecycle journeys for key customer stages.
- Establish regular WhatsApp, Push, Email and SMS communication.
- Implement abandoned-cart and customer reactivation journeys.
- Build repeat-purchase campaigns.
- Establish CRM performance reporting.
- Identify high-value customer segments.
- Develop personalised campaigns that generate measurable GMV.
Pay: ₹15,000.00 - ₹25,000.00 per month
Benefits:
- Cell phone reimbursement
- Health insurance
- Leave encashment
- Provident Fund
Work Location: In person
