Role Overview :
As the SM/DGM Retention Marketing, this leadership role is accountable for the profitable P&L growth of the D2C Website for Owned Beauty Brands. The Sr Manager is the central driver for customer retention and acquisition, overseeing the entire customer lifecycle management (CLM/CRM) strategy and optimizing the D2C platform.
Key Responsibilities :
I. Retention & Customer Lifecycle Management (CLM)
- Cohort Strategy: Own and accurately track all cohort retention metrics across the user journey, translating data into actionable insights and strategic decisions.
- Loyalty & Repeat: Design and spearhead initiatives focused on improving user retention, enhancing customer loyalty, and increasing repeat purchase frequency.
- Performance Monitoring: Proactively identify and flag critical trends, risks, or high-potential opportunities to the relevant Business, Product, and Analytics teams.
- CRM Execution: Define, execute, and continuously optimize end-to-end customer lifecycle campaigns across multiple channels, including Email, SMS, Push Notifications, and In-App messaging.
- Personalization: Collaborate with Content and Product teams to ensure highly personalized messaging and offers are delivered across all customer segments, leveraging data for dynamic targeting and behavioral triggers.
II. Strategic Partnerships & Affiliates
- Bank & Payments: Lead offer strategy, planning, and business development with all major banks and payment partners.
- Relationship Management: Build and maintain long-term, strategic relationships with financial institutions to drive co-funded promotions and high-volume transaction-based growth.
- Affiliate Ecosystem: Own the complete affiliate marketing ecosystem, managing key partners (e.g., CashKaro, Admitad) and payment platforms (e.g., PhonePe, Paytm, Cred).
- 3rd Party Growth: Build and leverage strategic Growth partnerships with external platforms, including food delivery apps, OTT services, and other E-commerce platforms.
- Tracking & Accountability: Manage partnership calendars and budget controls, ensuring performance accountability is rigorously tracked through tools like AppsFlyer and Mixpanel.
III. Financial Planning & Performance
- Marketing Spend Consolidation: Consolidate and maintain a comprehensive overview of marketing spend across all retention and affiliate channels.
- ROI Analysis: Rigorously monitor campaign performance, tracking uplift and calculating Return on Investment (ROI) against all marketing expenditures.
- Budget Management: Conduct monthly and quarterly budget reviews, driving strategic cost optimization initiatives across the Growth function.
Qualification, Experience & Skills Required:
- MBA/PGDM in Marketing
- 58 years of experience in Retention Marketing, CRM, Affiliate/Partnerships, or Growth Marketing.
- Deep understanding of user segmentation, marketing funnels, and lifecycle communication.
- Experience working with Martech tools like Clevertap, MoEngage, Mixpanel, AppsFlyer, Google Analytics, etc.
- Analytical mindset with strong proficiency in Excel and campaign performance analysis.
- Excellent stakeholder management and project coordination abilities.
