Digital & E-Commerce

Job description

**Job Purpose** *We are looking for a highly analytical and execution-focused* ***Customer Lifecycle Management (CLM) & Martech*** *to drive customer engagement, repeat bookings, ancillary revenue, and digital channel growth through data-led lifecycle marketing.* *The role will own the end-to-end lifecycle marketing strategy and execution across customer journeys, leveraging* ***Email, WhatsApp, Push Notifications, In-App Messages, SMS, RCS, and other emerging channels*** *to maximize customer conversion, retention, ancillary attach rates, and revenue.* *The incumbent will also be responsible for managing customer data within Martech platforms, enabling customer segmentation, personalization, experimentation, and optimization across the airline's digital ecosystem.* **Duties and Responsibilities** **Key Responsibilities** 1. **Customer Lifecycle Marketing** - Develop and execute lifecycle marketing strategies across the customer journey, including: - Acquisition - Onboarding - Book - Pre-travel - Day of travel - Post-travel - Loyalty and retention - Win-back journeys - Design and manage: - Mass campaigns - Trigger-based campaigns - Event-driven campaigns - Customer journey automation - Identify opportunities to improve: - Direct channel bookings - Customer engagement - Repeat purchase rates - Conversion rates - Customer lifetime value **2. Revenue & Ancillary Growth** Own lifecycle-led revenue generation initiatives across: - Seats - Meals - Priority Services - Baggage - Travel insurance - Airport services - Partner products - Loyalty-related offers Key objectives: - Improve ancillary attach rates - Increase ancillary revenue per passenger - Drive booking conversion improvements - Maximize campaign-attributed revenue **3. Campaign Management** Plan, execute, and optimize campaigns across: - Email - WhatsApp - SMS - RCS - Mobile Push Notifications - In-App Messaging - Emerging engagement channels Responsibilities include: - Campaign ideation - Audience targeting - Segmentation - Journey orchestration - Personalization - Delivery monitoring - Performance reporting **4. Martech Platform Management** Act as business owner for lifecycle marketing platforms and associated Martech stack. Responsibilities include: - Customer segmentation management - Campaign orchestration configuration - Data quality and audience governance - Journey automation setup - Consent and preference management - Integration requirements with digital systems Work closely with: - Product teams - Engineering teams - CRM vendors - Analytics teams - Loyalty teams **5. Customer Data & Audience Management** - Manage first-party customer data within Martech ecosystems. - Build customer segments based on: - Behavioral signals - Transaction history - Channel engagement - Loyalty status - Travel patterns - Ensure customer data is: - Accurate - Actionable - Compliant - Continuously enriched Support creation of: - Single customer view - Personalization audiences - Marketing activation segments **6. Personalization & Experimentation** Lead personalization initiatives across: - Website - Mobile App - Email - Customer Journeys Responsibilities: - Recommendation strategies - Dynamic content targeting - Audience personalization - Behavioral targeting - Contextual offers Own experimentation roadmap including: - A/B Testing - Multivariate Testing - Landing Page Testing - Journey Optimization - Offer Optimization Translate learnings into measurable commercial impact. **7. Analytics & Performance Monitoring** Track and report lifecycle performance against business KPIs. Key metrics include: **Revenue Metrics** - Campaign-attributed revenue - Direct channel revenue - Incremental revenue - Ancillary revenue contribution **Customer Metrics** - Customer retention - Repeat booking rate - Customer lifetime value - Active customer base **Campaign Metrics** - Open rate - CTR - Conversion rate - Revenue per message - Deliverability metrics **Optimization Metrics** - Test win rates - Personalization impact - Funnel improvement - Ancillary attachment rates **Key Deliverables** - Lifecycle marketing calendar - Automated customer journeys - Revenue-generating campaigns - Ancillary upsell programs - Personalization roadmap execution - Experimentation pipeline - Martech optimization initiatives - Monthly business performance reports **Knowledge, Skills and Experience** **Qualification** - Bachelor's degree in Marketing, Business, Engineering, Analytics, or related field. - MBA preferred. **Work Experience** - 4–8 years of experience in: - CRM - Lifecycle Marketing - Martech - Customer Engagement - Digital Marketing - E-Commerce Preferred experience in: - Airlines - Travel - OTA - Hospitality - Consumer Internet - E-Commerce businesses **Skills** - **Lifecycle & CRM** - Customer lifecycle management - Marketing automation - Journey orchestration - Trigger-based communication - Customer segmentation - **Martech Platforms** - Experience with one or more: - Netcore - Adobe Campaign - Adobe Journey Optimizer - MoEngage - CleverTap - WebEngage - Salesforce Marketing Cloud - Braze - Iterable - **Analytics & Experimentation** - Google Analytics - Adobe Analytics - A/B Testing - Adobe Target - VWO - Optimizely - Personalization platforms - Customer analytics - **Communication Channels** - Hands-on experience managing: - Email - WhatsApp - SMS - Push Notifications - In-App Messaging - RCS **Success Measures (KPIs)** **The role will be measured on:** - **Commercial Outcomes** - Direct channel revenue growth - Campaign-attributed revenue - Ancillary revenue growth - Ancillary attach rate improvement - **Customer Outcomes** - Repeat booking growth - Retention improvement - Customer engagement growth - Loyalty participation - **Optimization Outcomes** - Conversion rate improvement - Personalization impact - Experimentation velocity - Test-driven revenue uplift - **Operational Outcomes** - Campaign delive