Key Responsibilities
Lifecycle Strategy & Segmentation
- Own customer segmentation across the base (e.g. new, repeat, lapsed, high-value, category switchers) and build targeted journeys for each.
- Design and continuously refine lifecycle triggers: welcome series, post-purchase, replenishment, win-back, VIP/loyalty.
- Identify and prioritize the highest-value segments (e.g. premium/high-AOV cohorts) for dedicated retention plays.
CRM Channel Management
- Plan and execute campaigns across WhatsApp, RCS, SMS via BSP/CRM platform partners.
- Continuously test and optimize channel mix based on performance (reach, delivery, conversion).
- Manage the CRM content calendar in sync with brand campaigns, sales events, and new launches.
Retention & CLTV Metrics
- Own and report on repeat purchase rate, purchase frequency, CLTV, and cohort retention curves.
- Build a CLTV model segmented by acquisition channel and category to identify which cohorts are worth investing more in.
- Set and track quarterly targets for repeat revenue contribution as a % of total D2C revenue.
Loyalty & Retention Programs
- Design and manage loyalty/rewards mechanics that give customers a reason to come back (points, tiers, early access, etc.).
- Partner with brand/creative teams on retention-specific campaigns tied to major brand moments.
Agency & Platform Management
- Manage the day-to-day relationship with the CRM/BSP agency partner.
- Hold partners accountable on deliverability, targeting accuracy, and reporting — comfortable auditing campaign reports rather than accepting them at face value.
- Own the CRM accountability tracker (budget utilization vs. plan, campaign-level ROI).
Cross-functional Collaboration
- Work closely with performance marketing to align retention pushes with paid acquisition cycles (e.g. suppressing recent buyers from prospecting, syncing sale communications).
- Partner with the e-commerce team on on-site retention levers (post-purchase upsell, account/wishlist features, subscription-style repeat mechanics).
Pay: ₹1,000,000.00 - ₹1,200,000.00 per year
Work Location: In person
