CRM / Retention Lead - Growth & Marketing

Job description

Key Responsibilities: Lifecycle & CRM Journeys ● Run the daily email, WhatsApp, and push lifecycle campaigns across top product types. ● Automate CRM push campaigns directly from the marketing calendar. ● Sync CRM cohorts to Google & Meta for seamless cross-channel targeting. ● Reconcile campaign send-costs vs. CRM-attributed revenue to ensure profitability. ● Continuously audit communication flows to cut over-communication and prevent customer fatigue. Conversational / WhatsApp Commerce ● Launch Click-to-WhatsApp (CTWA) ads (bot + BSP) and scale user acquisition. ● Set up Marketing Messages in Ads Manager (using 1P lists) and the MM Lite API. ● Build interactive WhatsApp Flows for lead-generation and product-recommendation bots. ● Build and scale consented, highly engaged opt-in lists. Segmentation & Audiences ● Activate 1P lookalikes optimized for core business KPIs (e.g., AOV, profit margins). ● Refresh Customer Match and daily New Customer Acquisition (NCA) lists. ● Upload past-purchaser negation audiences to improve performance marketing efficiency. ● Build KPI-based and RFM (Recency, Frequency, Monetary) cohorts for hyper-targeted messaging. Loyalty, LTV & Churn ● Design, launch, and run the customer loyalty and gamification program. ● Build advanced RFM cohort models to identify and nurture high-value segments. ● Develop an LTV propensity model ( CRM data) to predict purchasing behavior. ● Run qualitative and quantitative churn analysis to uncover actionable retention insights. Data Plumbing & Integrations ● Implement the CRM Conversions API and Offline CAPI for store-purchase optimization. ● Drive lead-qualification through CAPI integrations, ensuring our tech stack perfectly aligns with growth marketing efforts. Must-have Qualifications & Skills ● Experience: 5-8 years of hands-on experience in CRM, retention, or lifecycle marketing, preferably within the D2C or e-commerce space in India. ● Platform Mastery: Deep, hands-on proficiency in leading Marketing Automation / CRM platforms (MoEngage is highly preferred; CleverTap or WebEngage is acceptable). ● Conversational Commerce: Proven experience managing the WhatsApp Business API, working with BSPs (e.g., Wati, Interakt, Yellow.ai, etc.), and running Click-to-WhatsApp (CTWA) campaigns. ● Analytics & Data: Strong capability in SQL and data analytics. Ability to independently extract data, build cohort tables, and run complex segmentation. ● Strategic Chops: Mastery of RFM segmentation, LTV modeling, cohort analysis, and churn reduction strategies. ● Soft Skills: Highly analytical, data-driven decision maker, strong cross-functional collaborator (Creative, Tech, Performance teams), and possesses a relentless "owner" mindset. Good-to-have ● Experience with Firebase, Google Analytics 4 (GA4), and basic HTML for email formatting. ● Prior exposure to implementing Conversions API (CAPI) and working with Customer Data Platforms (CDPs) or offline data routing tools like Datahash. ● Experience designing and launching e-commerce loyalty or gamification programs from scratch. KPIs / Success Metrics ● Revenue & Value: CRM-attributed revenue, Customer Lifetime Value (LTV), Average Order Value (AOV) of repeat buyers. ● Retention & Engagement: Repeat purchase rate, churn rate, retention rate by cohort. ● Campaign Metrics: Open rates, Click-Through Rates (CTR), conversion rates, and unsubscribe/block rates. ● Efficiency: Send-cost vs. attributed revenue margin, incrementality/lift from WhatsApp channels.