CRM Head - D2C

How the role works across batches:

- Create and launch (hands-on): pick the stack, define the shared data model and consent framework, set up each brand in the current batch, run launch retention from the war room.

- Systematise (low-touch): package it as CRM in a box: stack config, category flow templates, data-capture kit and a CoE onboarding module. Brand teams run it.

- Advise by exception: founders run retention after CoE support; step in on cohort, consent or stack issues.

Success:

CRM live on day one for every brand in a batch; set-up time and time per brand fall each batch; the playbook and cross-brand benchmarks improve each batch; every brand leaves CoE support able to run retention alone.

Responsibilities:

- Stack: select and own the portfolio CRM/martech stack (CRM/CDP, email, SMS, WhatsApp, subscriptions, loyalty) with Tech architecture; spec CRM hooks into every D2C site before build.

- Cross-brand intelligence: one data model across brands (customer ID, events, segments); a consent and data-sharing framework with Legal under the DPDP Act; cross-brand benchmarks, audiences and cross-sell where consent allows.

- First-party capture: pack inserts, QR, WhatsApp opt-ins and community, designed into the pack with Packaging and Brand & Design.

- Playbook: lifecycle flows and calendars by category: replenishment for food, BPC and HPC; drop- and season-led for fashion. Retention judged on margin and LTV with Business Finance.

- CoE rhythm: own the CRM part of the launch checklist, join the daily launch huddle, run the CRM onboarding module, coach founders' first hires, manage martech vendors