Role Overview

We are looking for a Senior Manager CRM to lead the end-to-end customer lifecycle and retention strategy for our B2C omnichannel business. The role will drive customer engagement, personalization, loyalty, repeat purchases and customer lifetime value across online and offline retail channels.

The candidate will combine data, CRM automation and business strategy to improve retention, customer frequency and revenue, while working closely with Retail, Digital, Store Marketing, Product and Loyalty teams.

Key Responsibilities

CRM Strategy & Leadership

- Define and own the CRM and retention roadmap aligned with business growth and revenue objectives.
- Develop lifecycle strategies across acquisition, onboarding, engagement, loyalty and win-back.
- Lead annual and quarterly CRM planning aligned with retail calendars, festivals, promotions and product launches.
- Lead, manage and mentor the CRM/retention team.

Customer Lifecycle & Retention

- Design customer journeys for new, active, dormant, VIP and high-value customer segments.
- Drive repeat purchases, purchase frequency and customer lifetime value.
- Develop churn reduction, reactivation and win-back initiatives.
- Build and strengthen loyalty and rewards programs.

Campaigns & Marketing Automation

- Lead multi-channel CRM campaigns across Email, SMS, WhatsApp, Push Notifications, App and in-store channels.
- Implement automated customer journeys including browse abandonment, cart abandonment, replenishment, cross-sell and win-back.
- Drive personalization using behavioural triggers, segmentation, RFM and CLV models.
- Lead A/B testing and continuous campaign optimization.

Data, Analytics & Insights

- Develop customer segmentation frameworks and cohort analysis.
- Track and improve key CRM metrics including retention, repeat rate, CLV, churn, engagement and CRM-attributed revenue.




- Build dashboards and present actionable insights to senior leadership.
- Translate customer and campaign data into business growth initiatives.

CRM Technology & Governance

- Own and manage the CRM technology stack and marketing automation platforms such as Salesforce.
- Ensure data hygiene, tagging, compliance and consent management.
- Work closely with Technology and Analytics teams on CRM integrations and enhancements.

Cross-Functional Collaboration

- Partner with Retail Operations, Performance Marketing, Category, Product and Loyalty teams.
- Align CRM initiatives with store campaigns, digital promotions and merchandising plans.
- Drive initiatives supporting a seamless omnichannel customer experience.

Key Success Metrics
- Improvement in customer retention and repeat purchase rate
- Increase in customer lifetime value (CLV)
- Reduction in churn
- Increase in CRM-attributed revenue
- Improvement in engagement and conversion metrics
- Growth in loyalty program participation

Candidate Profile

- 6-10+ years of experience in CRM, Lifecycle Marketing or Retention Marketing.
- Minimum 23 years of experience in B2C Retail, Ecommerce, D2C or Consumer Brands.
- Experience in leading teams and driving measurable business/P&L; impact.
- Hands-on experience with CRM and marketing automation platforms.
- Solid customer segmentation, analytics and data-driven decision-making skills.
- Familiarity with SQL, Excel and BI tools.
- Strong understanding of retail KPIs such as AOV, purchase frequency, LTV and customer cohorts.
- Strong stakeholder management, communication and execution skills.
- MBA/PGDM or equivalent qualification preferred.

Preferred Experience

- Experience in loyalty/rewards program management.
- Exposure to omnichannel retail – stores + digital.
- Experience managing CRM programs for large customer bases (1M+ users).
- Experience with CRM/marketing automation platforms such as Salesforce, CleverTap, MoEngage, WebEngage, Braze or Netcore.

📌 Crm Lead (Tiruppur)
🏢 Amor Management Consultants
📍 Tiruppur