The Role

Earthful is looking for a Retention Manager who can own the entire repeat-customer engine -from the first repeat purchase to long-term customer value. This is not a traditional CRM role limited to sending campaigns. You will be the single point of accountability for turning first-time buyers into loyal, high-value customers - strategically, experimentally, and commercially.

You'll work closely with marketing, product, and D2C/ops teams, but you own the retention outcome end-to-end.

What You'll Do

- Own repeat purchase rate as your core metric: % of new customers returning at 3 months, 6 months, and 12 months
- Own Customer Lifetime Value (LTV) - grow the average revenue a customer generates over their relationship with Earthful
- Design and run retention strategies across lifecycle channels - WhatsApp, SMS, subscriptions, loyalty, win-back
- Build a structured experimentation pipeline - form hypotheses, test, measure, scale what works, kill what doesn't
- Segment customers by product, frequency, AOV, and life-stage to personalize retention journeys
- Identify drop-off points across the customer journey and build fixes to reduce churn
- Brief and coordinate with marketing/creative on retention content and campaigns
- Build and maintain a live retention/LTV dashboard and present insights to the founding team monthly
- Track experiment outcomes and feed learnings back into future retention strategy

What We're Looking For





- Minimum 2 years of hands-on experience in retention, CRM, lifecycle marketing or growth, ideally at a D2C/FMCG or B2C business
- Demonstrated ability to think like a strategist, not just a campaign executor — someone who can look at a churn number and see the fix
- Proven track record of running retention experiments and moving a specific metric (repeat rate, LTV, churn) — able to speak to real numbers, not just activities
- Working knowledge of CRM/marketing automation tools (e.g. WebEngage, MoEngage, Klaviyo, CleverTap or similar) and basic data analysis
- Comfort getting into the weeds — editing the WhatsApp copy, pulling cohort data yourself, feedbacks to creative team

Be a part of Earthful's Family!

@ www.instagram.com/earthful.me/

@www.linkedin.com/company/earthfulme/

About Earthful

Earthful is a VC-funded FMCG brand building India's most trusted clean-label wellness products. We were recently featured on Shark Tank India and have raised a Pre-Series A round led by V3 Ventures and Fireside Ventures.

The founders (Sudha Gogineni and Veda Gogineni) are graduates from IIT Kharagpur and ISB with a multitude of experience across multinational companies & startups, such as Uber, Meesho, Deutsche Bank, ITC.

Earthful is a fast-growing startup, offering high ownership and the prospect to work closely with the founders. We are looking for a candidate who is passionate about scaling a startup!

📌 Retention Manager (Mumbai)
🏢 Earthful.me
📍 Mumbai