Department: Marketing / Customer Experience

Reports To: Head of Marketing / Chief Customer Officer

Role Overview

The CRM Lead will be responsible for developing and executing the company's customer relationship management strategy across multiple retail and digital touchpoints. The position requires a strong command of customer data management, campaign planning, and modern CRM tools with the ability to leverage artificial intelligence to enhance personalisation, retention, and overall customer lifetime value.

Key Responsibilities:

1. CRM Strategy and Planning

- Develop and implement a comprehensive CRM strategy that drives engagement, retention, and growth across online and offline channels.

- Define customer segmentation models and lifecycle communication frameworks aligned with business objectives.

- Establish measurable goals and KPIs for CRM performance and continuously refine strategies to improve ROI.

2. Campaign Management

- Plan, execute, and optimise data-driven campaigns across email, SMS, WhatsApp, mobile web, and in-store channels.

- Develop and oversee automated journeys such as onboarding, reactivation, and loyalty-based campaigns.

- Ensure alignment of creative, content, and timing for consistent brand messaging across all channels.

- Monitor and report campaign performance with insights and actionable recommendations.]

3. Data Management and Analytics

- Manage the consolidation and maintenance of customer data across POS, website, app, and third-party systems to ensure a single customer view.

- Work closely with analytics and data science teams to identify behavioral trends and develop predictive models for churn, retention, and conversion.

- Maintain data hygiene, accuracy, and compliance with applicable data protection and privacy regulations.

4. CRM Technology and AI Integration

- Lead the implementation and optimisation of CRM and marketing automation tools such as Salesforce Marketing Cloud, WebEngage, MoEngage, or Braze.

- Leverage AI and machine learning models for personalised targeting, recommendation engines, and predictive customer insights.

- Evaluate emerging CRM technologies and work with internal teams and vendors to enhance automation and personalisation capabilities.

5. Cross-functional Collaboration

- Collaborate with marketing, retail operations, e-commerce, and product teams to ensure an integrated customer communication approach.

- Partner with technology and analytics functions to improve data flow, measurement accuracy, and system integration.

- Manage a team of CRM professionals and external partners to deliver high-quality, timely campaign execution.

Key Skills and Competencies

- Strong understanding of CRM principles, customer lifecycle management, and marketing automation.

- Proficiency with CRM and CDP platforms, customer data analytics, and AI-based marketing solutions.

- Analytical mindset with the ability to translate data insights into actionable business strategies.

- Excellent project management and cross-functional coordination skills.

- Working knowledge of SQL, Power BI/Tableau, and Google Analytics preferred.

- Strong understanding of data privacy regulations (GDPR, DPDP Act).

Qualifications and Experience

- Bachelor's or Master's degree in Marketing, Business Administration, or Data Analytics.

- Minimum 10 years of experience in CRM, customer lifecycle management, or data-driven marketing roles.

- Proven track record of managing CRM initiatives in a large omnichannel retail, e-commerce, or consumer business environment.

- Demonstrated experience in using AI or machine learning-driven personalisation and campaign optimisation.

Performance Metrics

- Customer retention and repeat purchase rates.

- CRM campaign engagement and conversion performance.

- Growth of loyalty and reactivation segments.

- Data accuracy and campaign ROI.

- Incremental revenue contribution from CRM activities.