Tata 1mg - Customer Lifecycle Marketing Manager

Key Responsibilities:

A. Lifecycle Ownership:

- Own a lifecycle stage end-to-end from cohort definition and journey design to performance tracking, iteration, and playbook development.

- Build and manage segmentation strategies grounded in behavioural signals, purchase intent, and propensity data moving beyond demographic or transactional cuts.

- Deep-dive into cohort health regularly: identify which segments are engaging, which are slipping, and what intervention is needed before the churn happens.

B. Campaign Execution & Experimentation:

- Conceptualise, execute, and optimise campaigns across Push Notifications, WhatsApp and Email with a clear hypothesis and success metrics.

- Run a structured experimentation roadmap to optimize engagement and conversion metrics.

- Build playbooks for lifecycle initiatives covering personalisation, automation triggers, channel sequencing, and best practices.

C. Personalisation & Innovation:

- Implement granular segmentation to target different user cohorts with contextualised messaging built on interest, intent, and propensity signals.

- Stay on top of emerging trends in CLM, Retention, Personalisation and AI adoption to bring relevant innovations into the function.

D. Stakeholder Management & Reporting:

- Work cross-functionally with Product, Growth, Data Science and Category teams to align lifecycle initiatives with broader business goals.

- Ensure balanced share of voice across categories and business units so no single team dominates the channel at the cost of UX.

- Own reporting and analysis for your lifecycle stage: campaign performance, cohort-level trends, control group comparisons, and insights shared on a regular cadence.

- Manage and communicate the experiment backlog, results, and learnings to internal stakeholders clearly and consistently.