Location: Pune

Experience: 6–10 years

Department: Retention / Lifecycle Marketing

About the Role:

We are looking for a Head of CRM who will own the complete customer lifecycle and drive growth through retention, repeat purchases, reactivation and customer engagement across D2C and other relevant channels.

Key Responsibilities:

• Own the overall CRM & Retention strategy across the customer lifecycle.

• Drive repeat revenue, retention, LTV and customer frequency.

• Build customer journeys across WhatsApp, Email, SMS, Push Notifications and other CRM channels.

• Develop segmentation based on RFM, purchase behaviour, category, cohorts and customer value.

• Build automated lifecycle journeys — Welcome, First-to-Second Purchase, Cross-sell, Replenishment, Win-back, Abandoned Cart, etc.

• Own CRM calendars for campaigns, launches, offers and key sale events.

• Identify opportunities to increase AOV, purchase frequency and product cross-sell.

• Analyse customer cohorts and identify key retention & churn drivers.

• Work closely with Growth, Performance Marketing, Product, Creative and Data teams.

• Manage CRM platforms/agencies and ensure efficient utilisation of CRM spends.

• Build dashboards and track Revenue, Repeat Rate, M1/M2/M3 retention, LTV, CAC, CRM revenue contribution, engagement and ROI.

• Continuously run A/B tests across communication, offers, timing, audience and journeys.

• Develop strategies to increase the value of our existing customer base and reduce dependency on new customer acquisition.

What We’re Looking For?

• 6–10 years of experience in CRM / Retention / Lifecycle Marketing, preferably in D2C, FMCG, Beauty or Consumer brands.

• Strong understanding of D2C customer behaviour and retention metrics.

• Hands-on experience with WhatsApp, Email, SMS and Push CRM.

• Strong analytical and data-driven mindset.

• Experience with CRM tools such as QuickEngage, MoEngage, CleverTap, WebEngage, Klaviyo, Gupshup etc.

• Strong understanding of cohort analysis, LTV, retention and customer segmentation.

• Ability to independently build and execute CRM strategy, rather than just campaign execution.

• Strong communication and stakeholder management skills.