Senior Manager - CRM

Job description

**Purpose of the position :** The CRM / CLM Manager will be responsible for driving customer engagement, retention and conversion through data-driven lifecycle marketing. The role will own end-to-end customer journey orchestration across digital touchpoints by leveraging customer data, defining actionable cohorts, designing personalised journeys and continuously optimising campaign performance. The role will work closely with Performance Marketing, Website, Martech, Analytics, Product and Customer Experience teams to strengthen the overall marketing funnel, improve customer engagement and maximise conversion across the lifecycle. **Personal Profile :** Education: Bachelors degree in Engineering (BE/B.Tech) or MBA Full Time Experience - Minimum 3 years upto 8 years of hands-on experience working on CRM / CLM platforms such as CleverTap, WebEngage or MoEngage. - Proven experience in customer lifecycle marketing, marketing automation and journey orchestration. - Strong understanding of customer segmentation, cohort analysis and behavioural marketing. - Experience in campaign analytics, lift studies and funnel optimisation. - Experience in automotive, internet, e-commerce, fintech or consumer internet businesses will be preferred **Key Responsibilities** **Customer Lifecycle Strategy** - Define and execute the CRM/CLM strategy across the customer lifecycle—from prospect acquisition to enquiry nurturing, booking, purchase and retention. - Build personalised customer engagement strategies based on business priorities and customer behaviour. - Continuously strengthen customer journeys to improve funnel conversion and customer experience. **Customer Segmentation & Cohort Management** - Analyse customer data to identify behavioural patterns and business opportunities. - Define and manage customer cohorts based on demographics, intent, engagement, lifecycle stage and behavioural signals. - Develop dynamic audience segments to enable highly targeted and personalised communication. **Journey Design & Campaign Management** - Design, build and optimise automated customer journeys across channels such as: - WhatsApp - SMS - Email - RCS - Push Notifications - In-App Messaging - Build trigger-based, event-based and behaviour-driven campaigns to improve engagement and conversion. - Ensure seamless customer experiences across multiple digital touchpoints. **Campaign Performance & Analytics** - Track and analyse campaign performance across all CRM channels. - Measure key campaign metrics including: - Open Rates - Click Through Rates - Conversion Rates - Engagement Rates - Revenue / Lead Contribution - Conduct lift analysis and measure incremental impact of campaigns. - Generate actionable insights and recommendations for continuous optimisation. **Funnel Optimisation & Experimentation** - Work closely with Performance Marketing and Website teams to strengthen the end-to-end digital funnel. - Identify customer drop-off points and recommend interventions to improve conversion. - Continuously run A/B tests across: - messaging - creative - timing - channel mix - customer journeys - audience cohorts - Drive a culture of continuous experimentation and learning **Martech Platform Ownership** - Own day-to-day execution and optimisation on customer engagement platforms such as: - CleverTap - WebEngage - MoEngage - Work with Technology and Data teams to ensure seamless platform integrations, event tracking and data accuracy. - Ensure best practices in journey automation and campaign execution. **Stakeholder & Agency Management** - Collaborate with Performance Marketing, Website, Analytics, Product and Customer Experience teams to align lifecycle initiatives with business objectives. - Work with agencies and platform partners to deliver campaigns and continuously improve customer engagement.