JOB DESCRIPTION | RETENTION MARKETING MANAGER

Designation: Retention Marketing Manager

Department: Marketing / D2C

Location: Innov8 – 5th Floor, Subhash Rd, Navpada, Vile Parle (E), Mumbai – 400057

Reporting To: D2C / Growth Head

Experience: 5–8 Years

ROLE SUMMARY

Kimirica is a luxury D2C brand offering premium products across Bath & Body, Skincare, Fragrances, Home, Wellness and Gifting. The Retention Marketing Manager will own the customer retention and lifecycle marketing strategy across Kimirica’s D2C business, with a focus on driving repeat purchases, customer lifetime value and retention-led revenue. The role will use customer data, segmentation, personalisation and CRM channels to build meaningful and consistent customer journeys.

KEY RESPONSIBILITIES

• Own and drive the retention marketing strategy across the customer lifecycle, including onboarding, engagement, repeat purchase, cross-sell, upsell, reactivation and win-back journeys.
• Develop and execute segmented and personalised campaigns across Email, WhatsApp, SMS, Push Notifications and other relevant CRM channels.
• Manage and optimise CRM and retention platforms such as Klaviyo, MoEngage, WebEngage or similar tools, including automated journeys, campaign setup, segmentation and reporting.
• Drive key retention metrics including repeat purchase rate, retention rate, customer lifetime value, churn, reactivation and CRM-led revenue, while continuously identifying growth opportunities.
• Work closely with E-commerce, Creative, Performance Marketing, Product, Customer Experience and Data teams to develop data-led customer journeys and personalised communication aligned with Kimirica’s luxury brand positioning.
• Analyse customer cohorts, RFM, campaign performance, purchase behaviour and lifecycle trends, and present actionable insights and recommendations to the management team.

KEY SKILLS & COMPETENCIES

• Strong understanding of D2C Retention Marketing, CRM and Lifecycle Marketing.
• Hands-on experience with Klaviyo, MoEngage, WebEngage or similar CRM platforms.
• Strong understanding of customer segmentation, RFM, cohort analysis, personalisation and automated customer journeys.
• Strong analytical and commercial mindset with the ability to connect customer behaviour with revenue and business outcomes.
• Strong understanding of Email, WhatsApp, SMS and Push Notification marketing.
• Strong communication, stakeholder management and cross-functional collaboration skills.

QUALIFICATIONS

• Graduate/Postgraduate in Marketing, Business Administration, E-commerce, Communications or a related field.
• Prior experience in D2C, E-commerce, FMCG, Beauty, Personal Care, Lifestyle or Luxury brands will be preferred.
• Proven experience in Retention, CRM or Lifecycle Marketing with ownership of customer retention and repeat revenue metrics.
• Strong working knowledge of CRM platforms, customer analytics and campaign reporting is required.