Senior Manager – CRM (B2C Omni Channel Consumer Business)
Location: Tiruppur, TN
Function: Marketing
Reports To: CMO / VP Retail
Role Summary
We are looking for a Senior Manager – CRM to lead the end-to-end customer lifecycle and retention strategy for our B2C omni channel business. This role will own customer engagement, personalization, loyalty, and repeat purchase growth across online and offline retail channels.
You will combine data, automation, and business strategy to drive measurable impact on retention, frequency, and lifetime value, while working with a high-performing CRM team and working closely with Retail, Digital, and Store marketing stakeholders.
Key Responsibilities
CRM Strategy & Leadership
- Define and own the overall CRM & retention roadmap aligned to revenue and growth targets
- Drive lifecycle strategy across acquisition → onboarding → engagement → loyalty → win-back
- Lead annual/quarterly CRM planning tied to retail calendar (festivals, promotions, launches)
- Manage and mentor a CRM/retention team
Customer Lifecycle & Retention
- Design customer journeys for key segments (new, active, dormant, VIP, high-value)
- Improve repeat purchase, frequency, and customer lifetime value
- Own churn reduction and reactivation programs
- Build loyalty/rewards strategies to strengthen stickiness
Campaigns & Automation
- Lead multi-channel campaigns across Email, SMS, WhatsApp, Push, App, and in-store
- Implement automated journeys (browse abandon, cart abandon, replenishment, cross-sell, win-back)
- Ensure personalization at scale using behavioural triggers and RFM/CLV models
- Drive A/B testing and continuous optimization
Data, Analytics & Insights
- Build segmentation frameworks and customer cohorts
- Track KPIs: retention, repeat rate, CLV, churn, engagement, CRM revenue contribution
- Create dashboards and present insights to leadership
- Translate data into actionable growth initiatives
CRM Technology & Governance
- Own CRM stack and marketing automation platforms like salesforce etc
- Ensure data hygiene, tagging, compliance, and consent management
- Work with tech/analytics teams for integrations and enhancements
Cross-Functional Collaboration
- Partner with Retail Ops, Performance Marketing, Category, Product, and Loyalty teams
- Align CRM with store campaigns, digital promotions, and merchandising plans
- Support omnichannel customer experience initiatives
Key Deliverables / Success Metrics
- ↑ Customer retention & repeat purchase rate – Omni channel
- ↑ Customer lifetime value (CLV)
- ↓ Churn rate
- ↑ CRM-attributed revenue
- ↑ Engagement metrics (open, click, conversion)
- ↑ Loyalty program participation
Candidate Profile
Experience
- 6–10+ years in CRM / Lifecycle / Retention Marketing
- Minimum 2–3 years in B2C retail, ecommerce, D2C or consumer brand
- Experience leading teams and owning P&L impact
Skills
- Hands-on CRM automation tools
- Strong segmentation & analytics capability
- SQL/Excel/BI familiarity preferred
- Deep understanding of retail KPIs (AOV, frequency, LTV, cohorts)
- Strong stakeholder management & execution ownership
Education
- MBA/PGDM or equivalent preferred
Preferred
- Loyalty program management experience
- Omnichannel retail exposure (stores + digital)
- Experience scaling CRM for large customer bases (1M+ users)
