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 personalization, 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 personalization and campaign optimization..