Retention Marketing Manager

Retention Marketing Manager — Email & WhatsApp

Company: Apex Consulting

Industry: Digital Marketing Agency

Employment Type: Full-time

Salary: 25,000–35,000 per month

Performance Incentive: Up to 10,000 per

month Joining: Immediate

Location: Remote/In Office

About the Role

We are a performance marketing company working with e-commerce and B2C brands in India and international markets.

We are looking for a hands-on Retention Marketing Manager to manage email and WhatsApp marketing for multiple client accounts. The person will build customer journeys, launch campaigns, create automated workflows, and improve repeat purchases, customer lifetime value, and retention revenue.

This role requires both strategic thinking and hands-on execution. The candidate should be comfortable managing multiple brands, working directly with clients, and taking complete ownership of retention performance.

Key ResponsibilitiesRetention and Lifecycle Strategy

• Create retention marketing strategies for e-commerce and B2C brands.
• Map the complete customer lifecycle, from first subscription through repeat purchase, loyalty and reactivation.
• Create monthly campaign calendars for email and WhatsApp.
• Identify opportunities to improve repeat purchase rate, customer lifetime value and customer engagement.
• Develop different strategies based on purchase cycles, customer behaviour and brand category.
• Plan promotional campaigns, product launches, seasonal campaigns and customer loyalty initiatives.

Email Marketing

• Plan, build, launch and optimize email campaigns and automated flows.
• Create essential automation journeys, including:
• Welcome series
• Browse abandonment
• Cart and checkout abandonment
• Post-purchase education
• Review and feedback requests
• Cross-sell and upsell
• Replenishment reminders
• Product back-in-stock alerts
• Customer win-back
• VIP and loyalty journeys
• Birthday and anniversary campaigns
• Create customer segments based on purchase history, engagement, average order value, product interest and lifecycle stage.
• Write or guide conversion-focused email copy, subject lines and calls to action.
• Coordinate email design and creative requirements with designers.
• Conduct A/B tests on subject lines, content, offers, design, timing and audience segments.
• Monitor email deliverability, list health, unsubscribe rates and spam complaints.
• Understand SPF, DKIM and DMARC fundamentals and coordinate technical fixes when required.

WhatsApp Marketing

• Build WhatsApp campaigns and automated customer journeys.
• Create broadcasts for product launches, offers, content, reminders and customer reactivation.
• Develop automated WhatsApp flows for abandoned carts, order follow-ups, COD confirmation, post-purchase communication, replenishment and repeat purchases.
• Segment customers and personalize communication based on behaviour and purchase history.
• Create and manage approved WhatsApp message templates.
• Track delivery, read, response, click, conversion, opt-out and attributed-revenue metrics.
• Maintain proper customer consent and comply with WhatsApp messaging policies.
• Prevent over-messaging by coordinating communication across email and WhatsApp.

Platforms and Automation

The candidate should have hands-on experience with some of the following:

• Klaviyo, Mailchimp, Omnisend, WebEngage, CleverTap, MoEngage or HubSpot
• Interakt, WATI, AiSensy, Gupshup or other WhatsApp Business API platforms
• Shopify, WooCommerce or similar e-commerce platforms
• Zapier, Make, webhooks or other integration tools
• GA4, Looker Studio and spreadsheet-based reporting tools

The candidate does not need experience with every platform but must understand segmentation, event tracking, automation logic and integrations well enough to adapt to different client technology stacks.

Analytics and Optimization

• Measure revenue generated through email and WhatsApp.
• Monitor repeat purchase rate, retention rate, customer lifetime value and churn.
• Track revenue per recipient, campaign conversion rate and automated-flow revenue.
• Perform cohort, RFM and customer-segment analysis.
• Prepare weekly and monthly performance reports.
• Turn campaign results into clear recommendations and testing plans.
• Maintain campaign documentation, testing logs and quality-control checklists.
• Ensure links, offers, tracking parameters, audience segments and automation conditions are correct before launch.

Client and Account Management

• Manage retention marketing for multiple e-commerce and B2C clients.
• Lead client calls and explain strategies and results clearly.
• Prepare monthly retention roadmaps and campaign calendars.
• Coordinate with copywriters, designers, developers and account managers.
• Ensure campaigns are launched accurately and on schedule.
• Proactively identify performance problems, automation gaps and growth opportunities.

Required Experience

• 3–6 years of experience in retention, lifecycle, CRM, email or marketing automation.
• At least 2 years of hands-on email marketing experience.
• Practical experience managing WhatsApp marketing campaigns and automations.
• Experience working with e-commerce or B2C brands.
• Demonstrated ability to improve repeat purchases, retention revenue or customer lifetime value.
• Experience managing multiple brands or client accounts is strongly preferred.
• Strong understanding of customer segmentation, personalization and automated journeys.
• Good copywriting and campaign-planning skills.
• Strong analytical, communication and project-management abilities.

Additional Requirements for International Brands

• Understanding of email consent, unsubscribe and privacy requirements.
• Working knowledge of GDPR, CAN-SPAM and similar marketing regulations.
• Experience communicating with international clients.
• Ability to adapt messaging to different countries, audiences and time zones.

Performance Indicators

Success will be measured using:

• Email and WhatsApp-attributed revenue
• Repeat purchase rate
• Customer lifetime value
• Revenue generated by automated flows
• Revenue per recipient
• Customer reactivation rate
• Email deliverability and list health
• WhatsApp delivery, engagement and opt-out rates
• Campaign testing and improvement rate
• Client satisfaction and account retention

Compensation

• Competitive fixed compensation based on experience, platform expertise and demonstrated retention results, with an additional performance-linked incentive.