Retention Marketing Manager - D2C/eCommerce

Description:

Required Skills: Customer Relationship Management (CRM), Data Analysis, A/B Testing & Analytics (GA4, VWO, Hotjar), Retention Marketing, Customer Segmentation & Personalization, Customer Lifetime Value (LTV) Optimization

Mandatory Criteria (Can't be neglected during screening):

- Candidate must have 4+ years of experience in retention or lifecycle marketing, preferably in a D2C or e-commerce setup.

- Candidate must have hands-on experience in managing Email, WhatsApp, and SMS marketing campaigns.

- Candidate must have practical knowledge of CRM tools such as WebEngage, CleverTap, or HubSpot.

- Candidate must have experience in building and automating customer journeys for engagement and retention.

- Candidate must have a strong grasp of audience segmentation, personalization, and performance tracking.

- Candidate must have proven ability to analyze campaign performance and optimize for better results.

- Candidate must have experience in driving repeat purchases, improving LTV, and reducing churn.

Role Overview:

We are seeking a dynamic and results-driven Retention Marketing Manager to lead and execute strategies that foster customer engagement, drive repeat purchases, and maximize customer lifetime value (LTV). This role is crucial to shaping the post-acquisition customer experience and ensuring that every interaction deepens brand loyalty. The ideal candidate will be responsible for both the strategic vision and hands-on execution of multi-channel retention campaigns, leveraging platforms such as Email, WhatsApp, and SMS to build meaningful customer journeys and minimize churn.

As the Retention Marketing Manager, you will own the customer lifecycle from the moment of first purchase through to re-engagement and loyalty. You will develop and optimize automated flows, manage segmentation and personalization, and collaborate with creative and analytics teams to deliver data-driven, high-impact campaigns that contribute directly to revenue growth.

Key Responsibilities:

Develop and implement a holistic retention strategy:

- Create a data-informed retention roadmap that integrates Email, WhatsApp, and SMS marketing channels. Focus on increasing customer engagement, boosting purchase frequency, and strengthening overall brand affinity.

Design automated customer journeys:

- Develop end-to-end lifecycle campaigns such as onboarding series, post-purchase communication, win-back flows, and loyalty engagement programs. Ensure every customer touchpoint is personalized, relevant, and value-driven.

Execute targeted retention campaigns:

- Launch and manage campaigns aimed at encouraging repeat purchases, cross-sells, and upsells. Design reactivation and churn-prevention initiatives that reduce customer attrition and enhance lifetime value (LTV).

Audience segmentation and personalization:

- Build dynamic audience segments based on behavioral, transactional, and demographic data. Develop personalized communication strategies for different cohorts, ensuring that each message resonates with the customers preferences and stage in the buying journey.

Analyze campaign performance and optimize continually:

- Track key performance indicators (KPIs) such as open rates, click-through rates, conversion rates, repeat purchase rates, and churn metrics. Conduct A/B testing on creative, timing, and messaging to continuously refine and improve performance outcomes.

Leverage data for actionable insights:

- Use customer data to understand purchasing patterns, engagement trends, and drop-off points. Translate insights into actionable strategies that improve the effectiveness of retention efforts and enhance the overall customer experience.

Cross-functional collaboration:

- Work closely with the creative, content, product, and customer experience teams to ensure all retention communication aligns with the brands tone, voice, and visual identity. Collaborate with analytics and product teams to identify new opportunities for customer engagement and retention.

Manage CRM tools and technology:

- Oversee and optimize the CRM technology stack to support scaling retention campaigns. Partner with the technology and operations teams to enhance automation, improve data quality, and integrate new tools or features that support lifecycle marketing.

Customer loyalty and advocacy programs:

- Conceptualize and execute loyalty initiatives, referral programs, and reward-based engagement strategies to turn repeat customers into passionate brand advocates.

Reporting and insights sharing:

- Prepare detailed performance reports for leadership, highlighting key insights, learnings, and opportunities. Translate data into clear business recommendations and next steps.

Requirements and Qualifications:

Experience:

- 4-7 years of hands-on experience in retention, CRM, or lifecycle marketing roles, preferably within D2C, e-commerce, or digital-first consumer brands.

Technical Skills:

- Proficiency in marketing automation and CRM tools such as WebEngage, CleverTap, HubSpot, MoEngage, or Klaviyo. Strong understanding of marketing automation, data segmentation, and customer journey mapping.

Analytical Acumen:

- Strong analytical and quantitative skills with a deep understanding of retention metrics (repeat rate, LTV, churn rate, CAC payback). Comfortable working with large data sets, deriving insights, and using data to drive decision-making.

Strategic Mindset with Execution Excellence:

- Proven ability to think strategically about customer lifecycle management while executing campaigns with precision. A hands-on marketer who thrives on testing, iteration, and continuous improvement.

Creative Collaboration:

- Ability to work closely with designers, copywriters, and product teams to create engaging and impactful communication. Eye for detail and a deep understanding of brand storytelling and customer psychology.

Communication and Project Management:

- Excellent verbal and written communication skills with the ability to clearly articulate strategies and outcomes. Strong organizational and project management capabilities to handle multiple initiatives simultaneously.

Growth-Oriented Mindset:

- Passionate about understanding customer behavior, experimenting with new ideas, and driving measurable business impact through retention strategies.