Senior Manager - Retention Marketing

Job description

Role Overview : As the Senior Manager - Retention Marketing Customer Lifecycle Management (CLM), Loyalty, and Retention , you will own the end-to-end customer journey—driving repeat purchase behavior, customer LTV (Lifetime Value), cross-category pollination, and loyalty program innovation. In this role, you will lead high-impact platform programs (such as replenishment, cross-sell, and sampling), manage large-scale customer incentivization budgets, and pilot modular loyalty models. You will work closely with Business, Product, Category Marketing, and Data teams to scale omnichannel customer engagement while building and mentoring a high-performing retention team. Key Responsibilities : 1. Loyalty Program Management & Cross-Pollination • Tiered Loyalty Leadership: Scale and elevate the premium loyalty program ( Privé) to increase Average Customer Value (ACV) and Frequency of Purchase (FOP) through expanded 1P/3P monetary and experiential benefits. • Modular Loyalty Innovations: Conceptualize, launch, and experiment with modular and paid loyalty levers (e.g., Glam Pass, Beauty Trial Passes) to build sticky, habit-forming customer loops. • Cross-Pollination Ecosystem: Design cross-category activation strategies to seamlessly transition Beauty-first buyers into Fashion customers (and vice versa) utilizing unified user profile features, interoperable rewards, and cross-platform traffic drivers. 2. Platform Retention Programs • Replenishment Engines: Scale automated, dedicated interventions across site, product UI, and CRM to systematically drive high-frequency repeat purchase cycles. • Basket Width & Premiumization: Run targeted L1 and L3 cross-sell initiatives to expand item width and order value; leverage luxury and premium brand penetration to elevate customer affluence profiles. • Strategic Sampling & Omnichannel LTV: Shape consumer discovery through data-led sampling programs while bridging retail (offline) and e-commerce (online) behavioral touchpoints to maximize overall customer LTV. 3. Monetization, Incentivization & FinTech Partnerships • Discounting Strategy & Cost Optimization: Strategically manage company-funded coupons, cart-level rules, wallet points, and reward mechanics to maximize revenue yield while maintaining a unified, single-customer view of discounting costs. • Co-Branded Credit Cards (CBCC): Design Customer Value Propositions (CVPs) and launch co-branded credit card partnerships to unlock long-term repeat behavior and build new affinity channels. • Mega Sale Planning: Execute precision CRM and couponing interventions during flagship sale events to drive large-scale lapsed customer reactivation. • Brand Marketing Partnerships: Partner with key brand accounts (Brand-Funded Coupon / Co-Marketing levers) to drive co-funded acquisition/retention programs and unlock additional marketing revenue. 4. Repeat Revenue Management & Category Marketing • Revenue Ownership: Own Month-on-Month repeat revenue targets, order volume, and repeat customer share across business verticals. • Growth Hacking & Demand Shaping: Implement agile interventions, growth experiments, and event planning to deliver steady top-line uplift and demand stabilization. • Dedicated Category Marketing: Drive brand-level CLM roadmaps for high-priority categories. 5. Team Leadership & Talent Development • Lead, mentor, and build a world-class team of retention marketers, program managers, and lifecycle strategists. • Establish clear performance KPIs, drive continuous skill development, foster high team engagement, and manage retention. Qualification, Experience & Skills Required : • MBA/PGDM in Marketing from Business School • Experience: 6+ years of total experience with a heavy focus on CLM, Loyalty, Growth Marketing, or Customer Retention in large-scale E-Commerce, D2C, or Retail ecosystems. • Strategic Loyalty Vision: Proven track record of launching, scaling, or managing multi-tier customer loyalty or membership programs. • Data & Analytics Rigor: Deep comfort with customer segmentation (RFM), LTV modeling, cohort analysis, and promotional efficacy experimentation (A/B testing). • MarTech & Product Understanding: Strong familiarity with CRM automation tools (e.g., Braze, MoEngage, Clevertap), cart engines, dynamic couponing platforms, and cross-channel user journeys. • P&L & Budget Management: Hands-on experience optimizing large promotional/discounting budgets while hitting top-line retention targets. • Leadership & Stakeholder Management: Excellent cross-functional collaboration skills (Product, Data Science, Category, Finance) and proven ability to grow and nurture high-performing teams.