Deputy General Manager/Assistant Vice President - Customer Lifecycle Management - Loyalty & Retention

Role Overview:

We are looking for a senior professional to lead Customer Lifecycle Management, Loyalty and Retention for a leading Beauty & Fashion business.

The role will be responsible for driving repeat purchases, customer engagement, retention, loyalty and customer lifetime value through data-led CRM and lifecycle strategies.

Key Responsibilities:

- Lead the overall CLM, CRM, Loyalty and Customer Retention strategy.

- Build and scale loyalty and membership programs to drive customer engagement and repeat purchases.

- Develop strategies for customer acquisition, activation, retention, reactivation and win-back.

- Drive cross-sell and cross-category customer growth across Beauty and Fashion.

- Leverage customer data including RFM, LTV, cohorts, segmentation and customer behaviour to identify growth opportunities.

- Develop personalised and omnichannel customer journeys across relevant touchpoints.

- Manage CRM campaigns around repeat purchase, sampling, reactivation, cross-sell and promotional offers.

- Work with MarTech/CRM platforms such as Braze, MoEngage, CleverTap or equivalent platforms.

- Drive A/B testing, campaign optimisation and customer analytics.

- Manage loyalty economics, promotional investments, coupons, rewards and customer incentives.

- Partner with brands for co-funded loyalty and retention initiatives.

- Track key metrics including repeat revenue, repeat orders, customer frequency, LTV, retention and churn.

- Work closely with Product, Data, Category, Finance and Business teams.

- Lead and mentor the CRM/Retention/Loyalty team.

Candidate Profile:

- 10+ years of overall experience with significant exposure to CLM, CRM, Customer Retention, Loyalty or Growth Marketing.

- Experience in E-commerce, D2C, Retail, Beauty or Fashion preferred.

- Strong experience in loyalty/membership program management.

- Strong understanding of customer analytics, segmentation, LTV, RFM and cohort analysis.

- Experience with CRM/MarTech platforms and marketing automation.

- Strong commercial orientation with experience managing budgets/promotional spends.

- Excellent stakeholder management, strategic thinking and team leadership skills.