About Basil:

Basil is Indias premium design-led kids brand. We started in February 2024 with one belief: kids deserve products designed with the same care, safety, and imagination as anything else in their world. Two years in, weve reached 1.5 lakh+ families across 20,000+ pincodes, hit 50 Cr ARR, and just closed a $2M pre-Series A led by Prime Venture Partners.

The Role:

Youll own retention and CRM at Basil every message we send a customer after their first click. That means email, WhatsApp, SMS, on-site personalisation, loyalty, referrals and the lifecycle plumbing that connects them. Youll be the person who turns first-time Bento buyers into Bottle buyers into Bag buyers into the parents who tell every WhatsApp group at the school gate about us. This is a hands-on, build-it role. Youll write the briefs, set up the flows, segment the audiences, run the experiments and read the dashboards. Youll work shoulder-to-shoulder with Brand, Performance, Product, CX and the Founders. If youre looking for a role where you can architect a retention engine from the ground up instead of inheriting someone elses this is it.

What You'll Own:

1. Lifecycle & Automation:

- Design and ship the full lifecycle programme welcome, browse abandonment, cart recovery, post-purchase education, replenishment, win-back, lapsed-customer reactivation, birthday and back-to-school moments.

- Orchestrate across channels email, WhatsApp and SMS picking the right channel for the right moment, not blasting all three at every customer.

- Own the CRM tool stack (Klaviyo, WebEngage, MoEngage and WhatsApp BSPs like Wati / AiSensy / Gallabox we'll choose the right one together).

2. Segmentation & Personalisation:

- Build the segmentation model across age cohort (Toddler / Kids / Teens), character affinity (Pixie Dash, Super Swoosh, Rally Wally), product owned, AOV, recency and frequency.

- Personalise the inbox and on-site experience a Pixie Dash mum shouldn't be pitched Rally Wally bottles; a Bento Quad+ buyer should see the Sakura Bloom bag, not the entry-level bundle.

3. Cross-Sell & AOV Growth:

- Drive the Bento Bottle Bag cross-sell engine. Bottles and the Wander Bag launch in 2026 your job is to make sure every existing customer hears about them in the most relevant way possible.

- Move AOV from ~2,000 to 2,5003,000 through smarter bundle merchandising, cart upsells (Pickle Dip) and promotion mechanics.

4. Loyalty, Referrals & Community:

- Build Basil's first loyalty and referral programme. 34% of buyers come from word-of-mouth we should be rewarding it, not assuming it.

- Activate our 1.5 lakh+ family base with reviews, UGC, character voting and product co-creation moments the kind of stuff that moves NPS from 49 to 60+.

5. Measurement & Experimentation:

- Own the retention dashboard repeat purchase rate, 90-day LTV, channel CTR/CVR, list health, deliverability, unsubscribe rates.

- Run a tight experimentation calendar (subject lines, send times, offer structures, channel mix) and share weekly learnings in the WBR.

What You Bring:

1. Core Skills:

- CRM & lifecycle marketing, email marketing, WhatsApp & SMS campaigns, audience segmentation, A/B testing & experimentation, retention analytics, loyalty & referral programmes, cross-sell & AOV strategy.

2. Tools:

- Klaviyo, MoEngage, WebEngage, Wati / AiSensy / Gallabox, Shopify, Google Analytics.

3. Bonus Points:

- D2C / consumer brand background; kids, family or lifestyle category; built a loyalty programme from scratch; 01 CRM build experience.

What You Get:

- Build a retention engine from scratch no inherited mess, no legacy flows to unpick.

- Work directly with the founders on a brand that's 5x-ing year on year.

- Own a genuinely fun category bentos, kids, and millennial parents who love the brand.

- New product launches (bottles, bags, and more) landing in 2026 you'll drive the cross-sell.

- Competitive compensation with ESOP potential at a funded, fast-moving brand.

- Flat team culture your ideas ship, your experiments run, your wins are visible.