Customer Lifecycle Management (CLM)

Function

Marketing / Growth / CRM

Location

Gurugram (On-site)

Experience

3-5 years

Preferred tool experience

CleverTap (hands-on)

About the Role

FNP's customers buy around moments: birthdays, anniversaries, festivals and the "I forgot, need it today" emergency. As Manager – CLM, you will drive customer engagement across the full lifecycle, from first purchase to repeat, loyalty and win-back. This is a hands-on execution role: you will personally build, test, launch, monitor and optimise CLM campaigns and journeys in CleverTap, while using customer data and insights to improve repeat revenue and retention.

Key Responsibilities

Lifecycle strategy & journeys

- Own the CLM roadmap across new, active, lapsing, lapsed and high-value customers.
- Design and optimise automated journeys for onboarding, first-to-second purchase conversion, post-purchase experience, cart and browse abandonment, re-engagement and win-back.
- Build occasion-led programmes: birthday and anniversary reminders, recipient-based triggers, festive calendars (Valentine's, Mother's Day, Rakhi, Diwali) and pre-occasion nudges.

Campaign execution & channel management

- Own hands-on, day-to-day campaign execution in CleverTap: create segments, set up flows/journeys, configure campaigns, QA content and links, schedule and launch campaigns, run A/B tests, monitor delivery/performance and troubleshoot execution issues.
- Work with Product and Engineering on event taxonomy, user properties and data hygiene
- Personally execute and optimise campaigns across all key CLM channels: WhatsApp, SMS, email, push notifications and RCS, along with in-app messages, web push and website pop-ups/interventions. Manage frequency capping, channel prioritisation,



suppression logic and customer contactability across channels.
- Continuously identify, evaluate and test current customer communication avenues and owned touchpoints beyond standard outbound channels, including in-app experiences, website pop-ups/interventions and other emerging communication formats.

Segmentation & personalisation

- Build RFM, cohort, propensity and category-affinity segments (flowers, cakes, gifting, plants, personalised gifts, international).
- Drive personalisation using purchase history, occasion data, geography, delivery preferences and customer value tier.

Analytics & optimisation

- Own CLM KPIs: repeat rate, retention, CLV, reactivation rate, channel-wise revenue contribution, unsubscribe and opt-out rates.
- Run a structured test-and-learn programme and share insights with Marketing, Category, Product and Tech.
- Prepare weekly, monthly and quarterly CLM performance reports with clear recommendations.

Loyalty & customer value

- Contribute to loyalty, membership and referral programme design and communication.
- Partner with Customer Experience to use NPS, feedback and service data in lifecycle communications.

Stakeholders & team

- Collaborate with Performance Marketing, Brand, Category, Product, Tech, Customer Support and Operations.
- Manage and mentor CRM executives, creative/copy resources and agency partners.
- Ensure compliance with DND/TRAI,



DLT, WhatsApp Business policy and consent norms.

What We're Looking For

Must have

- 3-5 years in CLM, lifecycle, retention or customer engagement marketing, ideally in e-commerce, D2C, consumer internet, gifting or retail.
- Hands-on CleverTap experience (journeys/flows, segmentation, campaigns, analytics), not just exposure as a stakeholder.
- Strong command of segmentation, cohort analysis and funnel analytics, with the ability to work with SQL / Excel / BI tools.
- Proven record of improving repeat purchase rate, retention or CLV through automation.
- Strong hands-on experience executing multi-channel campaigns across WhatsApp, SMS, email and push; exposure to RCS, in-app messaging, web push and website personalisation/pop-ups is preferred.
- Strong ownership, comfort with fast-paced, peak-season execution and cross-functional influence.

Good to have

- CleverTap is the primary CLM execution platform and strong hands-on proficiency is essential. Working exposure to Salesforce, Tableau and AppsFlyer is strongly preferred for customer context, reporting, attribution and campaign analysis.
- Comfort using AI tools in day-to-day marketing workflows, including Claude and other generative AI tools, for analysis, ideation, campaign development and productivity.
- Experience in a seasonal or occasion-driven business.
- Experience managing a small team or agency.

Education

- Bachelor's degree required

Measures of Success

- Repeat purchase rate and loyalty
- CLV and revenue contribution from CLM channels
- Reactivation rate of lapsed customers
- Campaign efficiency (conversion, ROI, opt-out rate)
- Journey coverage, automation share and test velocity

📌 Deputy Manager - CLM (Gurugram)
🏢 FNP
📍 Gurugram