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Senior Retention Marketing Manager

Function: Customer Experience | Location: New Delhi | Reporting to: Head of Customer Experience

Step Into the World of Nicobar

Founded in 2016 by Simran Lal and Raul Rai, Nicobar is a modern, mindful, design-led lifestyle brand from India.

“We wanted to create a new Indian sensibility that wasn’t necessarily Westernised.”

We’re reimagining a contemporary Indian way of living, dressing, and looking at the world—rooted in culture, shaped by design, and guided by intention. At Nicobar, we believe in culture as much as commerce, and that how we build is just as significant as what we build.

Our studio is tucked away in Tulsi Farms, Chhatarpur, Delhi. Nestled among trees, seasonal gardens, a citrus grove, and our beloved dogs Nico & Dot, we call it “the Treehouse.” It earned its name when our architect reworked the blueprint to protect every single tree on the land. It’s a space where creativity brims and energy flows.

If you’re drawn to thoughtful design, a youthful and nourishing team culture, and the chance to grow a brand with heart—we’d love to hear from you.

Follow our journey: Instagram | LinkedIn | Nicobar.com | Watch our Co-founders, Raul & Simran talking about Nicobar

Reach out to us through the below link - ? https://lnkd.in/gghFi5Yz

Your Role

You will own the full retention engine at Nicobar from lifecycle architecture to platform execution to reading what the data is telling you before anyone else does. This is a hands-on senior role. You will build journeys, configure flows, interpret cohort performance, design experiments, and brief creative, often in the same week. You don't delegate the technical work. You take care of it.

What makes this role unusual is the constraint: no discount lever. Retention at Nicobar is earned through relevance, timing, and storytelling. If you've built a career on offer-led reactivation, this will be a stretch. If you've had to be genuinely creative about why someone should come back — you'll find your footing here quickly.

1. CRM Platform Ownership

You are the internal expert on whatever platform we run — MoEngage, WebEngage, or equivalent. That means:

- Architecting and maintaining the full flow library — journeys, triggers, suppression logic, frequency caps
- Owning the event taxonomy and user attribute structure — knowing what data is coming in, what's missing, and what needs fixing
- Auditing performance at the platform level:



deliverability, list hygiene, segment overlap, send-time distribution
- Integrating platform behaviour with ecommerce data (Shopify or equivalent) — understanding how order events, browse behaviour, and channel data connect
- Being the person who can look at a broken journey and fix it without filing a tech ticket

2. Lifecycle & Journey Architecture

- Design and execute the full customer lifecycle — new user onboarding, Light-to-Power User conversion, Power User deepening, win-back, and churn suppression. Each journey should have a defined hypothesis, an audience, a channel logic, and a success metric.
- Current priorities you'll step into:

Power User frequency journeys

Light User → Power User conversion

New user onboarding

Omni nudges — routing online buyers to their nearest Nicobar store

3. Segmentation & Cohort Analysis

- Build and own meaningful customer segments — not just age/city/gender cuts, but behavioural and transactional logic: purchase frequency tiers, category affinity, channel behaviour, recency decay. And know what each segment needs next.
- Run cohort analysis to track lifecycle performance.

4. Experimentation

- Design and run structured A/B tests — with real holdout groups, not just variant toggles. Know how to read results: is this statistically meaningful or is the segment too small? Form a hypothesis, test it cleanly, read it honestly, iterate.

5. Calendar Intelligence & Revenue Optimisation

- Evaluate the existing CRM calendar by cohort — who is getting what, how often, and whether it's working. The mandate is to reduce communication volume where required while maintaining or growing NL-attributed revenue. You'll need to make the case for what to cut, and be right.

6. Omnichannel CRM — Closing the Online-Offline Loop

- Online orders, in-store purchases, browse behaviour, channel history — the CRM should see the whole customer, not just the digital slice. You'll work with tech and retail ops to ensure POS data and in-store signals connect to the platform.



You need to know where the data breaks and have the instinct to push for it to be fixed.
- Build journeys that move customers between channels — with a reason

You'll design:

Post-purchase nudges routing online buyers to their nearest store — specific, warm, not generic

Post-store-visit follow-ups that continue the conversation digitally

New user onboarding that treats the first store visit as a milestone worth triggering a journey around

WhatsApp and SMS moments that feel like a message from the island team, not an automated blast

7. Creative Partnership

- Brief content and creative teams with precision — audience, context, behavioural trigger, desired action, tone. Know when copy sounds off-brand.

You're likely the right fit if:

- You've rebuilt or significantly restructured a CRM platform setup — not just used it
- You've designed omni journeys that move customers between digital and physical — and can talk about the data and the outcome
- You've run lifecycle experiments with holdout groups and can talk about what you learned, including when you were wrong
- You've worked in a brand where discounting wasn't the default retention tool and had to find other ways to drive repeat
- You can look at a cohort table and immediately form a hypothesis about what's driving the pattern
- You've reduced send frequency and grown revenue — or at least know how you'd approach that

You're probably not the right fit if:

- Your CRM work has always been executed by a team and you've primarily owned the strategy brief
- You rely on a data or analytics team to tell you what the numbers mean
- Your retention playbook leads with offers and incentives
- You've only worked in digital CRM and haven't navigated the complexity of offline data or store partnerships

Key Metrics You'll Hold

Metric

Definition

A — Power User Retention

Average orders per Power User per quarter vs same quarter last year

B — Light to Power Conversion

% of users purchasing across ≥2 channels vs same quarter last year

C — New User Retention

% of new users active vs same quarter last year

C — New User Repeat

How many new users acquired in AMJ are repeating in JAS this year vs last year

D — Omni Adoption

% of users purchasing across ≥2 channels vs same quarter last year

E — NL, WA Efficiency

Reduced NL, WA send volume, yet keeping total revenue from NL, WA flat or growing

Apply on Kit Job: kitjob.in/job/4kojtz

📌 Retention Marketing Manager (New Delhi)
🏢 Nicobar Design
📍 New Delhi