CRM RETENTION Manager

About Somethings Brewing

Somethings Brewing is India's leading premium home coffee equipment brand, building a strong prosumer and enthusiast community through best-in-class brewing gear, education, and curated experiences.

As a website-first D2C business, customer retention and lifetime value are core to our growth strategy. We are looking for a Retention Manager who will own the complete customer lifecycle and drive repeat revenue, upselling, and long-term customer value.

This is a revenue role not a backend operations role.

Role Overview

The CRM Manager will own customer lifecycle marketing across our website and marketplaces, using Zoho CRM and integrated marketing tools to drive:

Repeat purchase rate

Customer lifetime value (LTV)

AOV growth through bundles & accessories

Reduced CAC dependency via retention

Improved CM3 through smarter segmentation

You will work closely with marketing, performance, sales, and content teams to convert one-time buyers into long-term brand advocates.

Key Responsibilities1. Own the Full Customer Lifecycle

Design and optimize automated journeys across lead nurturing, abandoned cart, browse abandonment, post-purchase upsell, cross-sell campaigns, warranty registration, and re-engagement.

Build segmentation strategies for first-time buyers, repeat buyers, prosumer vs beginner segments, high LTV cohorts, and event participants.

2. Drive Revenue Through CRM

Target 2030% monthly revenue contribution from CRM-led initiatives.

Increase repeat purchase rate and reduce paid marketing dependency.

Launch bundle, upgrade, and accessory recommendation campaigns.

Build refill and maintenance reminder flows (e.g., descaling, filter replacements, coffee reorders).

3. Zoho CRM & Marketing Automation Ownership

Daily management of Zoho CRM including automation workflows, custom fields, tagging logic, segmentation, and lead scoring.

Integrate CRM with website, marketplaces (Amazon, Croma), email tools, WhatsApp & SMS platforms, and analytics dashboards.

Maintain CRM data hygiene and ensure compliance with GDPR and Indian DPDP regulations.

4. Data & Performance Analytics

Track and optimize repeat purchase rate, LTV, churn, CRM revenue contribution, campaign ROAS, and CAC vs retention impact.

Conduct A/B testing across email, SMS, and WhatsApp flows.

Generate actionable insights to guide product launches and pricing experiments.

5. Cross-Functional Collaboration

Partner with performance marketing to improve lead-to-customer conversion.

Work with content teams to build educational and community-driven campaigns.

Support retail & workshop marketing initiatives through targeted CRM communication.

Requirements

24 years of hands-on CRM experience in a D2C / e-commerce business.

Strong expertise in Zoho CRM (automation, customization, reporting).

Proven track record of driving measurable retention and repeat revenue.

Experience with lifecycle marketing (email, WhatsApp, SMS).

Strong understanding of website-first commerce models and attribution logic.

Analytical mindset with ability to translate data into revenue strategies.

• Experience in consumer appliances, lifestyle, or hospitality categories is a plus.