Description:

We are looking for a data-driven Retention Marketing Manager who can build and scale our end-to-end lifecycle marketing engine.

The ideal candidate has hands-on experience managing retention calendars, orchestrating BAU campaigns, running automated journeys, and discovering new revenue opportunities across customer cohorts.

This person will play a key role in strengthening IndiGos D2C ecosystem by improving repeat bookings, segment performance, engagement rates, and customer lifetime value.

Key Responsibilities:

Retention Calendar & BAU Management:

- Own the monthly and quarterly retention calendar across email, push, SMS, WhatsApp, and in-app channels.

- Prioritize BAU campaigns (transactional, informational, offer-led, and lifecycle) ensuring timely execution.

- Define communication cadence for each cohort: students, frequent flyers, drop-offs, international travellers, dormant users, etc.

- Coordinate with design, analytics, and product teams to deliver high-quality retention assets.

Lifecycle Automation & Journey Building:

- Set up automated journeys across CRM platforms (Adobe Campaign, MoEngage, Braze, or equivalent).

- Build lifecycle flows such as welcome series, abandoned search, abandoned booking, fare alerts, post-booking journeys, and ancillary upsell.

- Ensure journeys are optimized for engagement, conversion, and revenue impact.

Cohort Strategy & Segmentation:

- Work closely with CDP and Analytics teams to identify micro-segments and high-value cohorts.

- Maintain precision-based targeting: fare seekers, app-only users, web drop-offs, high-frequency segments, student IDs, etc.

- Translate customer insights into retention strategies with measurable outputs.

Revenue Growth & New Avenues:

- Identify new opportunities for incremental revenue:

- cross-sell and upsell moments.

- ancillary attachment strategies.

- personalized offers and fare nudges.

- contextual campaigns using behavioural signals.

- Run controlled experiments (A/B, multivariate) to test new revenue levers.

Analytics, Reporting & Optimization:

- Monitor daily/weekly/monthly retention performance dashboards.

- Track KPIs: repeat booking rate, open/click rates, conversion %, revenue per user, LTV, churn rate, app engagement, ancillary attachment %.

- Provide structured insights on campaign impact and user funnel behaviour.

- Build feedback loops with BI/Data teams to continuously refine segmentation and targeting.

Cross-Functional Collaboration:

- Collaborate closely with Product, Revenue Management, Brand, Media, and Customer Experience teams.

- Align retention narratives with ongoing performance marketing initiatives and D2C growth targets.

- Ensure governance, data hygiene, and compliance (opt-outs, consent, GDPR/DPDP, etc.

Required Skills & Experience:

- 5 to 7 years of hands-on experience in CRM/Retention Marketing.

- Strong command over CRM platforms (Adobe Campaign preferred; MoEngage/Braze acceptable).

- Experience in running multi-channel retention journeys.

- Solid grasp of customer segmentation, CDP workflows, attribution, and funnel analytics.

- Ability to interpret large datasets and convert them into actionable strategies.

- Understanding of airline, travel, or e-commerce ecosystems is a plus.

- Proficiency in Excel, dashboards, and data interpretation.

- Strong project management skills with a high sense of ownership.

Key Attributes:

- Analytical thinker with strong attention to detail.

- Comfortable working in a fast-paced, data-heavy environment.

- Ability to manage multiple stakeholders and cross-functional requirements.

- Strategic mindset combined with flawless execution skills.

- Clear communicator who can simplify complex analyses into actionable insights.