Role Overview:

We are looking for a Retention and Consumer Lifecycle Lead who will own and scale the customer lifecycle, CRM, loyalty, and repeat revenue across our D2C business. This role will be responsible for maximizing customer lifetime value (LTV), improving repeat purchase rates, increasing customer engagement, and building a world-class retention engine that becomes a sustainable growth lever for the business.

Experience:

- 6-10 years of experience in CRM, lifecycle marketing, retention, or customer growth.

- Minimum 3 years leading retention for a leading Indian D2C or consumer internet brand.

- Experience managing high-volume CRM programs across Email, WhatsApp, Push Notifications, SMS, and In-App messaging.

- Demonstrated ownership of repeat revenue, customer cohorts, lifecycle journeys, and LTV improvement.

- Experience in building consumer segments and cohorts basis behavioural metrics.

- Experience working closely with Product, Analytics, Performance Marketing, Category, and Technology teams.

Educational Qualifications:

- Bachelor's degree in Engineering, Economics, Mathematics, Business, or a related field.

- MBA or equivalent postgraduate degree from a Tier 1 institute.

Key Responsibilities:

Retention Strategy:

- Own the overall retention strategy and customer lifecycle.

- Drive improvements in Repeat Purchase Rate, LTV, purchase frequency, and customer engagement.

- Build long-term customer value while balancing profitability.

CRM & Lifecycle Marketing:

- Own lifecycle communication across Email, WhatsApp, Push Notifications, SMS, and In-App Messaging.

- Design and optimize automated lifecycle journeys.

- Improve campaign relevance through behavioral and predictive personalization.

- Develop a best-in-class customer communication calendar.

Customer Segmentation:

- Build advanced customer segmentation models using RFM, Cohort analysis, Purchase frequency, Product affinity, Lifecycle stage, Predicted LTV, and Churn propensity.

- Develop differentiated communication strategies for each customer segment.

Loyalty & Membership:

- Own the loyalty strategy and customer rewards program.

- Design programs that increase engagement, repeat purchases, and advocacy.

- Measure incremental impact on LTV and retention.

Experimentation:

- Build a culture of rapid experimentation.

- Build and lead A/B testing frameworks.

Analytics & Insights:

- Own retention dashboards and customer cohort reporting.

- Identify customer drop-offs and revenue opportunities.

- Present actionable insights to leadership with clear recommendations.

Cross-functional Leadership:

- Partner closely with Product, Engineering, Analytics, Performance Marketing, Category, and Brand.

Customer Experience:

- Work to continuously improve the end-to-end customer journey.

Desired Skills:

- Strong analytical and problem-solving skills.

- Deep understanding of customer lifecycle marketing.

- Expertise in CRM automation and customer journey design.

- Experience with A/B testing and experimentation methodologies.

- Ability to influence cross-functional stakeholders.

- Strong business acumen with a focus on profitability.

- Excellent communication and leadership skills.

What We're Looking For:

- An ownership mindset with a bias for execution.

- Obsession with customer behavior and lifecycle optimization.

- Strong commercial orientation and P&L thinking.

- Ability to build scalable retention systems rather than campaign-led execution.

- High standards for data quality, experimentation, and operational excellence.

- Experience building and mentoring high-performing teams.

- Comfort operating in a fast-paced, high-growth environment with ambiguity.