Role Summary
Owns the post-purchase customer relationship and subscription revenue engine. Target churn of 8–10%. Owns subscription MRR monthly.
Key Responsibilities
Build and manage the 7-touch post-purchase email/WhatsApp onboarding sequence for each product — Day 1 through Day 45
Set up and manage WhatsApp automation: order confirmation, shipping, delivery, subscription renewal reminders, failed payment recovery
Build the churn-saver sequence — triggered when a subscriber initiates cancellation. Target save rate above 30%.
Build the win-back campaign for churned subscribers
Manage list segmentation: by product, subscription status, purchase history, quiz path, and lifecycle stage
Build and manage referral programme CRM flows
Track and report monthly: active subscribers, MRR, churn rate, save rate, email open rate, WhatsApp read rate
Run A/B tests on subject lines, send times, message content, and CTA placement
3–5 years of CRM or retention marketing in D2C, subscription brands, or FMCG with loyalty programmes
Hands-on Klaviyo / MoEngage / Webengage / Clevertap — able to build flows, set triggers, and segment independently
WhatsApp Business API experience: WATI, Interakt, or similar
Strong understanding of subscription metrics: MRR, churn rate, LTV, cohort analysis, net revenue retention
Data-driven — comfortable building retention dashboards and presenting findings to leadership
Experience with Zoho CRM or similar — understands webhook setup and bidirectional data syncExperience with loyalty programme mechanics — points, tiers, rewards
SMS / WhatsApp marketing experience
Basic HTML for email template editing
Understanding of health supplement usage cycles and when customers are likely to churn
