CRM Analytics Manager - D2C/eCommerce

Description:

Department: Marketing / Customer Experience

Reports To: CRM Lead

Location: Chennai, India

Role Overview:

- The Manager - CRM Analytics will be responsible for transforming customer data into actionable insights that drive engagement, retention, and sales across the brand's online and offline touchpoints.

- The role requires a strong analytical mindset, hands-on expertise with CRM and data tools, and the ability to translate data findings into actionable strategies for personalisation, loyalty, and campaign optimisation.

Key Responsibilities:

Data Management & Customer Insights

- Consolidate and maintain customer data from multiple sources-POS, website, app, and third-party systems-to build a unified customer view.

- Develop and maintain customer segmentation models based on purchase behaviour, frequency, value, and fashion preferences.

- Conduct RFM (Recency, Frequency, Monetary) and cohort analyses to identify high-value and at-risk segments.

- Partner with marketing and merchandising teams to align insights with fashion trends, seasonal collections, and customer intent.

Campaign Measurement & Optimization

- Measure the effectiveness of CRM campaigns across email, WhatsApp, app, and offline channels.

- Track key metrics such as open rates, CTR, conversion, repeat purchase, and incremental revenue.

- Provide actionable insights and recommendations for improving customer engagement and ROI.

- Support A/B testing frameworks and experiment design for lifecycle campaigns.

Predictive & AI-Driven Analytics

- Collaborate with internal data science teams or external vendors to develop predictive models for churn, retention, and determining the next best offer.

- Implement AI-based personalisation strategies such as product recommendations, dynamic content, and customer lookalike models.

- Continuously evaluate new AI tools and technologies to enhance predictive accuracy and automation in CRM workflows.

Reporting & Dashboard Management

- Build and maintain dashboards to visualize customer trends, segmentation performance, and campaign outcomes.

- Present data-driven insights to senior leadership, highlighting key opportunities and risks in customer behavior.

- Ensure accuracy, timeliness, and integrity of data reporting.

Governance & Collaboration

- Ensure compliance with data privacy and protection regulations (GDPR, DPDP Act).

- Collaborate with IT, CRM Tech, and Marketing Automation teams to ensure data pipelines are accurate and efficient.

- Mentor junior analysts and establish analytical best practices within the CRM team.

Key Skills & Competencies:

- Strong analytical and quantitative skills with the ability to derive strategic insights from large datasets.

- Hands-on experience with CRM tools and CDP platforms (e.g., Salesforce Marketing Cloud, WebEngage, MoEngage, or Braze).

- Advanced knowledge of SQL, Excel, and data visualization tools (Power BI, Tableau, or Google Data Studio).

- Understanding of marketing attribution, funnel analysis, and cohort tracking.

- Exposure to AI/ML-based personalization or predictive modelling preferred.

- Excellent communication skills and ability to present insights to non-technical stakeholders.

Qualifications & Experience

- Bachelor's or Master's degree in Data Analytics, Marketing, Statistics, or a related field.

- 5-8 years of experience in CRM analytics, customer insights, or marketing analytics roles.

- Ability to work with R & Python to code the logic

- Prior experience in retail, fashion, lifestyle, or D2C e-commerce domains preferred.

Performance Metrics

- Accuracy and usability of CRM data and dashboards.

- Improvement in campaign efficiency and ROI through data-driven optimization.

- Growth in repeat purchase rate and customer retention.

- Adoption and success of predictive or AI-driven personalization initiatives