Post / Job Title: Manager-CRM
Job Type: Full Time
Reporting to: Vice President-Marketing & Communications
No. of Positions: 1
Department: Marketing & Communications
Location: Gurgaon
Role Overview: The incumbent will be responsible for owning and driving the end-to-end CRM lifecycle, from learner journey mapping and strategy design to execution, deployment, and optimization. The role will act as a central liaison between internal sales, marketing, admission teams, and external creative agency and CRM partner to deliver impactful, multi-channel learner communications.
Principal Accountabilities & Responsibilities
CRM Strategy & Learner Journey Ownership
- Own the end-to-end learner lifecycle including lead nurturing, enrolment, onboarding, engagement, retention, upsell, and reactivation.
- Design detailed learner journey maps across programs, segments, and personas.
- Define CRM objectives aligned to business goals such as conversion, retention, and nurture
- Build CRM roadmaps and execution plans.
Campaign Planning & Execution
- Plan, execute, and optimize CRM campaigns across Email, WhatsApp, SMS, IVR/audio calls, and push notifications.
- Ensure accurate targeting, personalization, automation, and timely deployment.
- Run A/B tests and continuous optimization programs.
Stakeholder & Agency Management
- Act as the primary liaison between internal teams and external creative agencies and partners
- Translate learner journeys into clear creative briefs.
- Review and approve creatives across channels.
- Ensure brand and messaging consistency.
Sales Alignment
- Work closely with sales teams to support lead conversion and counsellor workflows.
- Design trigger-based communications to improve conversion efficiency.
CRM Platform & Automation
- Own CRM and marketing automation platforms
- Define automation rules, triggers, segmentation, and personalization frameworks.
- Ensure data hygiene and system integrations.
Analytics & Reporting
- Track CRM performance metrics and present insights to leadership.
- Use data to improve journeys, messaging, and channel mix.
- Define SOPs and CRM best practices.
Skill and Ability Requirements
- Strong capability to own and drive end-to-end CRM and learner lifecycle strategy.
- Ability to design and execute multi-channel campaigns across Email, SMS, WhatsApp, Push, and other platforms.
- Proficiency in CRM and marketing automation tools, including segmentation and personalization.
- Strong analytical ability to interpret data, generate insights, and optimize performance.
- Excellent cross-functional collaboration and stakeholder management skills.
- Ability to translate business objectives into structured CRM roadmaps and execution plans.
Qualification & Experience
Qualification
- Bachelor's degree in Marketing, Business, Engineering, or related field.
- MBA is a plus, but not mandatory if experience depth is strong.
Experience
Required
- 10-12 years of experience in CRM or lifecycle marketing.
- Strong preference for EdTech or Education industry.
- Hands-on experience with CRM and marketing automation tools.
- Experience managing multi-channel CRM at scale.
Preferred
- Experience in large learner/customer databases.
- Exposure to omnichannel personalization.
- Experience scaling CRM systems.
