Job Description: CRM & Retention Executive Praylady

3 Nov 2026 • @Pratham

Company

Shilpa Stainless Pvt. Ltd. – Praylady (shopwithpraylady.com)

Location

Chennai

Reports to

Director / Head of E-commerce

Experience

2–5 years in CRM, retention or lifecycle marketing for a D2C or e-commerce brand

Employment

Full-time, on-site

About Praylady

Praylady is the consumer cookware brand of Shilpa Stainless, a family-run stainless steel manufacturer with over 50 years of heritage. We make triply cookware, pressure cookers, thermoware and everyday kitchen essentials, and sell through our own website, Amazon and other marketplaces, modern trade and distributors. Our promise is simple: Cooking happiness.

Role summary

You will own our relationship with customers after their first order. Your job is to turn one-time buyers into repeat customers and fans of the brand, using email, WhatsApp, SMS and great customer experience. You will run the CRM, plan campaigns, segment customers, and track how much revenue comes from returning customers.

You will also generate current business through cold calling and B2B platforms such as IndiaMART and TradeIndia, and build strong relationships with customers and trade buyers before and after the sale.

Key responsibilities

1. CRM and customer data

- Own the customer database across Shopify, marketplaces and offline enquiries; keep it clean, de-duplicated and consent-compliant
- Build segments by purchase history, product category, value, location and recency (for example, triply buyers, pressure cooker buyers, gifting customers, lapsed customers)
- Set up and maintain CRM, email and WhatsApp tools, and their integration with Shopify

2. Lifecycle and retention campaigns

- Build and run automated journeys: welcome series, abandoned cart and browse, post-purchase care tips, review requests, replenishment and cross-sell, win-back for lapsed customers
- Plan the monthly campaign calendar around launches, festivals (Diwali, Pongal, Akshaya Tritiya, wedding season) and sales events
- Write or brief campaign copy and creatives with the design and content team, in English and regional languages where useful
- A/B test subject lines, offers, timing and templates, and roll out what works

3. WhatsApp and conversational commerce

- Run WhatsApp Business broadcasts,



catalogues and click-to-chat flows
- Use WhatsApp for order updates, cooking and care tips, and personal product recommendations
- Respond quickly to sales enquiries coming through chat and convert them into orders

4. Customer experience and loyalty

- Work with the support and operations teams on order issues, returns, warranty and replacement requests so every customer leaves satisfied
- Track customer feedback, ratings and reviews; flag recurring product or delivery issues to the product and operations teams
- Design and run a loyalty, referral or rewards programme
- Collect and use customer stories, recipes and user-generated content

5. Reporting

- Weekly and monthly reports on repeat purchase rate, customer lifetime value, campaign revenue, open and click rates, unsubscribes and WhatsApp conversions
- Share insights on what customers buy together, how often they come back and which channels bring the most loyal customers

6. Lead generation and cold calling

- Make daily cold calls to prospects: retailers, distributors, corporate gifting buyers, HoReCa and institutional customers
- Manage Praylady's listings and leads on IndiaMART and TradeIndia: keep the catalogue updated, respond to every buy lead quickly and follow up until it closes
- Qualify enquiries, share quotations and price lists, and hand over large or bulk deals to the sales team with full context
- Log every lead, call and follow-up in the CRM and meet daily and weekly call and conversion targets

7. Pre-sales and post-sales relationships

- Pre-sales: understand each customer's need, recommend the right products, share samples, catalogues and quotes, and stay in touch until the first order
- Post-sales: check in after delivery, resolve complaints, returns and warranty claims quickly, and ask for feedback and reviews
- Stay in regular contact with existing B2B buyers and retail customers to win repeat and larger orders
- Be the friendly,



reliable single point of contact customers can call at any stage
- Order follow-up: once an order is confirmed, follow up with the logistics team until it is dispatched and delivered, and share dispatch details, tracking and expected delivery dates with the customer
- Coordinate with other departments as needed (production, stores, accounts, quality and packing) on stock availability, invoicing, payments and special requirements, so every order goes out on time and complete

Must-have skills

- 2–5 years in CRM, retention, email or WhatsApp marketing for a D2C, e-commerce or consumer brand
- Hands-on with Shopify and at least one CRM or marketing automation tool (for example Klaviyo, WebEngage, MoEngage, CleverTap, Interakt, Wati, Zoho or HubSpot)
- Strong Excel / Google Sheets skills for segmentation and reporting
- Clear, warm writing in English; working knowledge of Tamil or Hindi
- Understands customer consent and messaging rules (TRAI/DLT for SMS, WhatsApp template policies, DPDP Act basics)
- Confident at cold calling, with a track record of converting calls into orders
- Hands-on experience with IndiaMART and TradeIndia seller panels and lead management (compulsory)
- Excellent relationship skills: polite, patient and persistent with customers before and after the sale

Good to have

- Experience in home, kitchen or consumer durables categories
- Running loyalty or referral programmes
- Basic knowledge of Meta ads retargeting and Google Analytics
- Experience with marketplace customers (Amazon, Flipkart) and their review and feedback systems

What success looks like in the first year

- A clean, segmented customer database with all key automated journeys live within the first 3 months
- A clear rise in repeat purchase rate and revenue from returning customers
- A steady monthly campaign calendar running on time
- Faster resolution of customer issues and better ratings and reviews

Compensation

Competitive and based on experience, with a performance bonus linked to retention targets. To be discussed at interview.

How to apply

Send your CV, examples of campaigns or journeys you have built, current and expected CTC, and notice period to the hiring contact.Role & responsibilities

Preferred candidate profile

Perks and benefits

📌 Crm Executive (Chennai)
🏢 Shilpa Stainless
📍 Chennai