Role & responsibilities

- Own and execute the end-to-end customer lifecycle strategy across Email, WhatsApp, SMS, App Push Notifications, and In office Personalization, covering journeys such as Welcome, Browse Abandonment, Cart Abandonment, Post-Purchase, Replenishment, Cross-Sell, Win-Back, and Dormancy Reactivation.

- Design and optimize replenishment programs based on actual product consumption cycles and customer usage patterns, beyond standard time-based nudges.

- Lead customer segmentation and targeting through RFM analysis, cohort-based frameworks, and behavioral insights to drive retention, engagement, and repeat purchase.

- Partner closely with Data, Product, and Technology teams to maintain a unified customer view across web and app touchpoints, ensuring data accuracy and effective audience management.

- Own CRM-attributed revenue and retention metrics as a key business KPI, driving measurable impact on customer lifetime value and repeat revenue.

- Manage CRM platforms, agency partnerships, and associated budgets, ensuring optimal utilization, performance, and ROI.

- Drive a robust experimentation agenda by maintaining an ongoing A/B testing roadmap across subject lines, creatives, offers, messaging, channel mix, frequency,



and send-time optimization.

- Build, monitor, and continuously improve retention dashboards tracking key metrics such as Repeat Purchase Rate, Cohort Performance, Customer Lifetime Value (LTV), CRM-attributed Revenue, Engagement Metrics, and Deliverability Health.

- Identify retention opportunities and proactively recommend initiatives to improve customer loyalty, increase purchase frequency, and reduce churn.

- Collaborate cross-functionally with Brand, Growth, E-commerce, Product, and Analytics teams to develop personalized customer experiences that

Preferred candidate profile

- Bachelor's or Master's degree in Engineering (B.Tech/M.Tech), Business Administration (MBA), or a related discipline from a reputed institution.

- 3+ years of experience in CRM, customer retention, or lifecycle marketing within D2C/e-commerce businesses, with proven experience in managing loyalty and retention programs end-to-end.

- Demonstrated success in driving customer growth, engagement, repeat purchase, and retention initiatives, preferably within the Beauty, Personal Care, FMCG, or Consumer Brands sectors.

📌 Deputy Manager - CRM (Mumbai)
🏢 Marico
📍 Mumbai