Job Type: Full-time

RETENTION & GROWTH MANAGER - XTOVIALocation: HyderabadWork Mode: Full time | Work From OfficeExperience: 2-5 yearsIndustry: Beauty & Haircare / D2CAbout XTOVIAXtovia is a Hyderabad-based, science-backed haircare brand reimagining Indian beauty at global standards. Powered by our proprietary TriLayerX bond-repair technology, Xtovia is building a new generation of high-performance haircare for Indian hair.We are a fast-growing D2C brand building a strong customer community and a long-term relationship with our customers through product innovation, education and personalised experiences.About the RoleWe're looking for a Retention & Growth Manager to take ownership of the customer lifecycle at Xtovia.The core focus of this role is retention marketing converting first-time buyers into repeat customers, increasing customer lifetime value, and building a loyal customer base.You will work across CRM, customer segmentation, lifecycle campaigns, loyalty, referrals, reactivation and customer engagement. This is a highly hands-on role where you will be expected to analyse, experiment, execute and learn quickly.What You'll DoCustomer Retention-Own and execute Xtovia's retention and repeat-purchase strategy.-Identify opportunities to increase repeat purchase rate, purchase frequency and LTV.-Analyse customer behaviour to understand why customers repurchase, churn or become inactive.-Build replenishment strategies based on product usage and consumption cycles.-Develop cross-sell and upsell journeys across the product portfolio.-Build win-back strategies for dormant and lapsed customers.CRM & Lifecycle Marketing-Own the customer journey from first purchase product experience replenishment repeat purchase loyalty advocacy.-Plan and execute campaigns across WhatsApp, Email, SMS and other CRM channels.-Build automated journeys for welcome, post-purchase, product education, replenishment, cross-sell, upsell, abandoned cart and win-back.-Test different messaging, offers, content,



timing and customer segments.-Work closely with the content and creative teams to develop high-performing CRM campaigns.Loyalty & Community-Build and manage loyalty and rewards initiatives.-Develop referral programs to turn existing customers into acquisition channels.-Drive customer reviews, UGC, testimonials and referrals.-Create campaigns that build engagement and brand affinity beyond discount-led marketing.Data & Experimentation-Track Repeat Purchase Rate, LTV, Churn, Purchase Frequency, CRM Revenue, AOV and Reactivation Rate.-Build customer segments based on purchase behaviour, recency, frequency, product purchased and customer value.-Analyse campaign performance and identify growth opportunities.-Run A/B tests and continuously optimise the customer lifecycle.What We're Looking For-2-5 years of experience in Retention Marketing, CRM, Lifecycle Marketing, D2C or E-commerce.-Strong understanding of customer lifecycle and retention marketing.-Hands-on experience with WhatsApp, Email, SMS and CRM/marketing automation platforms.-Strong analytical skills and comfort working with customer data.-Experience with Shopify and D2C analytics is a plus.-Experience in beauty, personal care, wellness or consumer brands is preferred.-Strong communication and copywriting skills.-Someone who enjoys experimenting and finding out what actually makes customers come back.-A hands-on, ownership-driven startup mindset.What Success Looks LikeYour core goal: Turn first-time customers into repeat customers and repeat customers into loyal Xtovia advocates.You will be responsible for improving: Repeat Purchase Rate | Customer LTV | Purchase Frequency | CRM Revenue | Reactivation | Customer Engagement | ReferralsWhy Join Xtovia?-Work directly with the founding team.-Own retention marketing for a fast-growing Indian haircare brand.-Build the CRM, loyalty and customer lifecycle engine from the ground up.-Get exposure to D2C growth, consumer behaviour, data and brand building.-High ownership, experimentation and learning.ApplyLocation: HyderabadWork Mode: Full-Time | Work From OfficeSend your resume to:Subject: Application - Retention & Growth Manager

📌 Retention & Growth Manager (Mumbai)
🏢 Xtovia
📍 Mumbai