Retention Brand Manager

About the Role

As the Retention Marketing Manager at Good Monk, you will own the complete customer lifecycle, from first purchase to long-term loyalty. Your core mission is to drive repeat orders, improve LTV, and build meaningful, value-led communication across Email, WhatsApp, SMS, and App Push.

Key Responsibilities

1. Lifecycle & CRM Strategy

● Build automated and personalized journeys across onboarding, education, replenishment, cross-sell, and win-back flows.

● Develop segmentation strategies using RFM, product usage patterns, family profiles, and nutrition needs.

● Own and drive KPIs: Repeat Purchase Rate, LTV, Active Subscribers, Monthly Retention Revenue.

2. Campaign Planning & Execution

● Build monthly CRM and retention calendars aligned with product launches and brand priorities.

● Execute high-performing campaigns focused on benefits, habit-building, and family health.

● Run targeted Email + WhatsApp campaigns for restock reminders, education, referrals, reviews, and festive events.

3. Segmentation & Personalization

● Build and manage cohorts based on user attributes, purchase behavior, and lifecycle stage.

● Deliver highly personalized, contextual communication to improve adoption, consistency, and retention.

4. Analytics, Insights & Reporting

● Track all retention KPIs through WebEngage/MoEngage dashboards.

● Analyze journey performance, drop-offs, content effectiveness, and cohort behavior.

● Study replenishment cycles across key SKUs (30-day, 45-day, etc.) to optimize nudges.

● Conduct A/B tests across content, offers, timing, creatives, and subject lines to improve conversion.

5. Cross-Functional Collaboration

● Work with Creative teams to develop value-first communication around immunity, energy, protein, and family wellness.

● Collaborate with Performance Marketing for audience syncing, retargeting, and reactivation campaigns.

6. Performance Marketing Integration

● Partner with Performance Marketing to ensure a seamless experience from acquisition to retention.

● Build high-intent custom and lookalike audiences using CRM data for Meta & Google.

● Support remarketing, reactivation, and churn-winback initiatives based on CRM signals.

Requirements

● 3-4 years of hands-on CRM/Retention experience (D2C health/wellness preferred).

● Strong command of WebEngage, MoEngage, or Clevertap.

● Deep understanding of Shopify, GA, user analytics, and cohort analysis.

● Experience building lifecycle funnels, replenishment journeys, and subscription flows.

● Understanding of paid marketing fundamentals (Meta/Google) and audience strategy is a plus.

• ● Data-driven mindset with strong communication and cross-functional collaboration skills.