Key Responsibilities:

Lifecycle & CRM Journeys

● Run the daily email, WhatsApp, and push lifecycle campaigns across top product types.

● Automate CRM push campaigns directly from the marketing calendar.

● Sync CRM cohorts to Google & Meta for seamless cross-channel targeting.

● Reconcile campaign send-costs vs. CRM-attributed revenue to ensure profitability.

● Continuously audit communication flows to cut over-communication and prevent

customer fatigue.

Conversational / WhatsApp Commerce

● Launch Click-to-WhatsApp (CTWA) ads (bot + BSP) and scale user acquisition.

● Set up Marketing Messages in Ads Manager (using 1P lists) and the MM Lite API.

● Build interactive WhatsApp Flows for lead-generation and product-recommendation bots.

● Build and scale consented, highly engaged opt-in lists.

Segmentation & Audiences

● Activate 1P lookalikes optimized for core business KPIs (e.g., AOV, profit margins).

● Refresh Customer Match and daily Current Customer Acquisition (NCA) lists.

● Upload past-purchaser negation audiences to improve performance marketing efficiency.





● Build KPI-based and RFM (Recency, Frequency, Monetary) cohorts for hyper-targeted

messaging.

Loyalty, LTV & Churn

● Design, launch, and run the customer loyalty and gamification program.

● Build advanced RFM cohort models to identify and nurture high-value segments.

● Develop an LTV propensity model ( CRM data) to predict purchasing behavior.

● Run qualitative and quantitative churn analysis to uncover actionable retention insights.

Data Plumbing & Integrations

● Implement the CRM Conversions API and Offline CAPI for store-purchase optimization.

● Drive lead-qualification through CAPI integrations, ensuring our tech stack perfectly

aligns with growth marketing efforts.

Must-have Qualifications & Skills

● Experience: 5-8 years of hands-on experience in CRM, retention, or lifecycle marketing,

preferably within the D2C or e-commerce space in India.

● Platform Mastery: Deep, hands-on pro

📌 CRM / Retention Lead - Growth & Marketing (Bengaluru)
🏢 Wakefit
📍 Bengaluru