Role & responsibilities
Design and run lifecycle programmes across email, WhatsApp, SMS, push and in-app onboarding, replenishment, win-back and loyalty.
Own replenishment mechanics and reorder nudges; adherence is the retention battle and the first three cycles decide it.
Build RFM and cohort segments; personalise offers and content; run loyalty and referral programmes.
Activate the eGenome B'spoke interlinkage in CRM surface 'BSpoke to you' recommendations to deepen relevance and stickiness.
Partner with Creative and Insights on lifecycle content and triggers.
Own retention analytics: repeat rate, churn, LTV and cohort curves.
Preferred candidate profile
47 years in CRM / lifecycle / retention within D2C, e-commerce or subscription
Hands-on with a CRM / martech platform (WebEngage, MoEngage, CleverTap, Klaviyo or similar)
Robust analytical grounding in cohorts and LTV