Role Definition
CRM Manager
Responsibility Deliverable (KRA)
- Manage CRM systems and customer lifecycle in retail domain.
- Develop and execute strategies using CRM tools and customer data to enhance customer relationships, improve retention, and drive business growth.
Competency Required
· Domain Knowledge – Understanding of food processing / FMCG / retail consumer behavior.
- CRM Expertise – Salesforce, Zoho, Microsoft Dynamics, SAP CRM or retail POS-integrated CRM tools.
- Analytics & Reporting – SQL, Excel, Power BI/Tableau to analyze customer & sales data. Tracking KPIs like customer lifetime value (CLV), churn rate and engagement. Using data insights to optimize CRM strategies and report ROI.
- Customer Data Management - Expertise in collecting, analyzing, and maintaining clean, accurate customer data. Understanding of data segmentation, enrichment, and lifecycle management.
- Customer Centricity – Ability to map customer journey in B2C (retail) & B2B (distributors).
- Collaboration – Work with production, distribution and sales teams.
- Market Insight – Knowledge of seasonal demand, product lifecycle in FMCG/retail.
- Negotiation & Vendor Management – Managing retail/loyalty program vendors.
Task & Activities
· Maintain updated customer and distributor data in CRM.
- Create segmentation for distributors, retailers and consumers.
- Run CRM-driven campaigns for seasonal offers, product launches and loyalty programs.
- Measure footfall and repeat purchase trends in retail outlets.
- Support sales in tracking leads from exhibitions, offline promotions, and POS.
- Generate insights on SKU performance, product return rates and repeat purchase cycles.
- Align CRM campaigns with buying and supply chain (avoid stockouts/overstocking in promotions).
- Train retail sales staff on CRM usage for customer engagement.
