Job Summary:

The I&P; Global Network Song practice works with clients across their marketing, sales and services functions, providing transformation services driven by key offerings like Living Marketing, Connected Commerce and Next-Generation Customer Care. You will own customer lifecycle engagement and campaign transformation workstreams for clients across Retail, Financial Services, Software & Platforms, and Life Sciences. This is a workstream ownership role: you carry the client relationship for your track, lead a team of consultants, and are accountable for the commercial outcomes of the campaigns and journeys you design. You translate growth, retention and loyalty ambitions into segmented, decisioning-driven lifecycle interventions and prove the value they create.

Roles & Responsibilities:

- Customer Lifecycle Strategy:
- Own the end-to-end customer lifecycle framework - acquisition, onboarding, activation, engagement, cross-sell, upsell, retention, loyalty, renewal and win-back.
- Define customer segmentation and treatment strategies across lifecycle stage, value tier, behavioural profile, propensity, risk and engagement level.
- Own the campaign calendar and prioritisation across a complex, multi-channel environment, balancing commercial objectives, customer relevance, contact policy and regulatory requirements.
- Next Best Action & Personalisation:
- Translate business objectives into Next Best Action and Next Best Offer strategies - eligibility, suitability, applicability and prioritisation logic.
- Work with decisioning, data and martech teams to define engagement policies, arbitration rules, contact policy and suppression frameworks.
- Drive the shift from batch campaign execution to trigger-based, event-driven, real-time and always-on engagement.
- Industry-Specific Growth & Retention Programmes:
- Retail: Design lifecycle programmes that drive repeat purchase, purchase frequency, basket growth, loyalty participation, category expansion, omnichannel conversion and customer retention.
- Financial Services: Design onboarding, activation, product adoption, cross-sell, wallet-share, servicing, retention and lifetime-value programmes while accounting for consent, suitability and regulatory controls.
- Software & Platforms: Drive onboarding completion, feature adoption, free-to-paid conversion, usage expansion, subscription renewal, churn prevention and reactivation across user and account lifecycles.
- Life Sciences:



Shape compliant HCP and patient engagement journeys, including HCP education, patient support programme enrolment, adherence, persistence and omnichannel engagement, in partnership with medical, legal and regulatory stakeholders.
- Journey & Channel Orchestration:
- Design omnichannel journeys across email, SMS, mobile app, push notifications, web, ecommerce, digital media, contact centre, sales and assisted channels.
- Translate customer behaviours, transactions and business events into automated lifecycle journeys and timely interventions.
- Optimise channel mix, cadence, content relevance and customer experience across touchpoints.
- Generative AI in Customer Engagement:
- Identify and land GenAI use cases across campaign planning, brief development, audience intelligence, content generation, personalisation and performance summarisation.
- Define quality, brand, compliance and human-review guardrails for AI-generated customer communication, with controls appropriate to regulated industries.
- Measurement & Optimisation:
- Own lifecycle performance measurement across acquisition, activation, engagement, conversion, retention, loyalty, renewal and customer lifetime value.
- Lead the test-and-learn agenda - control group design, A/B and multivariate testing, and incremental value attribution.
- Present performance read-outs and optimisation recommendations to client marketing and business leadership.
- Team & Delivery Management:
- Lead and coach a team of consultants and analysts; review and sign off on campaign strategy, journey design, build quality and reporting.
- Manage workstream plans, dependencies, risks and client expectations across marketing, sales, service, data, technology and compliance stakeholders.
- Business Development Support:
- Contribute to business cases, solution shaping and proposals; build reusable lifecycle marketing assets, accelerators and industry playbooks.

Professional & Technical Skills:

- Customer Lifecycle Management and CRM experience - ownership of lifecycle strategy, segmentation, campaign management, retention,



loyalty, cross-sell and customer value programmes.
- Relevant industry experience across Retail, Financial Services, Software & Platforms and/or Life Sciences, with an understanding of the customer journeys, commercial levers and regulatory considerations relevant to the industry.
- Working experience with campaign, journey and decisioning platforms such as Pega Customer Decision Hub, Adobe Journey Optimizer / Adobe Experience Platform, Salesforce Marketing Cloud, Braze, Unica or equivalent - able to brief, review and challenge platform configuration.
- Marketing automation and journey design - designing trigger-based, event-driven and real-time journeys across digital and assisted channels.
- Analytical rigour - comfortable with segmentation, propensity models, cohort analysis, control group design and incremental value measurement; able to work directly with data and analytics teams.
- Consulting experience providing strategic advice and solutions to organisations, with strong structuring and storytelling ability.
- Project management skills - the ability to plan, execute and oversee a workstream so it is completed on time, within budget and meeting the specified goals.
- People management - experience leading, coaching and developing small delivery teams.
- Good to have: exposure to Generative AI or AI implementation within a marketing, campaign, personalisation or customer engagement transformation.
- Additional skills:
- Excellent oral and written communication skills.
- Proven success in navigating global matrixed environments and experience in client-facing roles.
- Ability to work effectively in a remote, virtual, fast-paced and unstructured global environment.

Additional Information:

Your experience counts!

- MBA from a tier 1 institute.
- Overall experience of 10+ years, with at least:
- 6+ years in CRM, customer lifecycle management, campaign management, marketing automation or marketing transformation - in consulting and/or an industry marketing function.
- 4+ years of relevant industry experience across Retail, Financial Services, Software & Platforms and/or Life Sciences, with direct ownership of customer growth, engagement, retention, loyalty or renewal outcomes.
- 2+ years managing a team or workstream.
- Positive to have: hands-on project experience with GenAI, AI-powered personalisation or customer engagement transformation.

📌 I&P-GN - SONG-MT-DSMS-Customer Lifecycle Campaign- Retail-Manager (Bengaluru)
🏢 Accenture
📍 Bengaluru