Job Description - CRM Executive

Role Overview

The CRM Executive will be responsible for planning, executing, and optimizing customer engagement campaigns across multiple CRM channels including Push Notifications, Email, SMS, WhatsApp, In-App Messaging, and Browser Notifications. The role focuses on driving customer engagement, traffic, retention, and revenue through targeted communications, campaign automation, segmentation, and performance analysis. The incumbent will work closely with Product, Marketing, Analytics, Creative, and Technology teams to deliver impactful CRM initiatives and continuously improve campaign effectiveness.

Key Responsibilities

1. Campaign Planning & Execution

• Plan, create, test, and execute CRM campaigns across Email, Push Notifications, SMS, WhatsApp, Browser Notifications, and In-App channels.
• Manage end-to-end campaign deployment while ensuring timely delivery and error-free execution.
• Develop and maintain CRM campaign calendars aligned with business objectives and category priorities.
• Coordinate campaign scheduling and prioritization across multiple customer touchpoints.

2. CRM Automation & Workflow Management

• Build and manage automated customer journeys and lifecycle campaigns.
• Create workflows, audience rules, and automated communication streams through campaign management platforms.
• Design and implement customer segmentation strategies to improve campaign targeting and personalization.
• Collaborate with technology and data teams to establish data schemas and campaign workflows.

3. Campaign Performance Analysis & Optimization

• Monitor campaign performance metrics including CTR, Open Rate, Conversion Rate, Revenue Contribution, and Customer Engagement.
• Conduct regular analysis to identify trends, insights, and opportunities for optimization.
• Recommend and implement improvements to enhance campaign effectiveness and channel performance.
• Develop and maintain performance dashboards and reports for key stakeholders.

4. Stakeholder Management & Collaboration

• Partner with Marketing, Product, Analytics, and Business teams to execute CRM initiatives.
• Coordinate with Creative and Content teams to ensure timely availability of campaign assets.
• Work closely with CRM platform vendors and external partners for platform enhancements and best practices.
• Ensure proper implementation and tracking of campaign events and functionalities.

5. Strategic CRM Planning

• Leverage historical performance, customer behavior, and category insights to develop effective CRM strategies.
• Identify customer engagement opportunities across various stages of the customer lifecycle.
• Support revenue and retention initiatives through targeted CRM interventions.
• Stay updated on emerging CRM trends, tools, and industry best practices.

6. Continuous Improvement & Innovation

• Drive experimentation through A/B testing and campaign innovation.
• Proactively propose new engagement strategies to improve customer experience and business outcomes.
• Identify process improvements that enhance operational efficiency and campaign scalability.
• Recommend new features, tools, and capabilities to strengthen CRM effectiveness.

Must-Have Skills

Functional Skills

• Hands-on experience in planning and executing multi-channel CRM campaigns.
• Strong understanding of Email Marketing, Push Notifications, SMS, WhatsApp, Browser Notifications, and In-App Messaging.
• Experience with CRM and marketing automation platforms such as:

CleverTap

MoEngage

WebEngage

• Strong analytical and problem-solving skills with the ability to derive actionable insights from campaign data.
• Proficiency in Microsoft Excel for data analysis and reporting.
• Experience in campaign performance tracking and optimization.
• Understanding of customer segmentation and lifecycle marketing.

Good-to-Have Skills

• Knowledge of SQL, Redshift, or other data warehouse platforms.
• Experience in building automated customer journeys and complex workflows.
• Understanding of e-commerce, retail, or consumer internet businesses.
• Experience with A/B testing frameworks and experimentation methodologies.
• Knowledge of customer lifecycle management and retention marketing.
• Familiarity with CRM attribution and revenue measurement methodologies.
• Exposure to dashboarding and reporting tools.

Educational Qualifications

• Bachelor's degree in Marketing, Business Administration, Commerce, Statistics, Engineering, or a related field.
• Certifications in CRM, Marketing Automation, Digital Marketing, or Customer Engagement platforms will be an added advantage.

Experience

• 1-4 years of experience in CRM Marketing, Lifecycle Marketing, Customer Retention, Marketing Automation, or Campaign Management.
• Experience managing CRM campaigns in e-commerce, retail, consumer internet, or digital-first businesses preferred.

Why Join Us

• Opportunity to work on high-impact customer engagement and retention initiatives.
• Exposure to advanced CRM, automation, and personalization technologies.
• Work closely with cross-functional teams across Product, Marketing, Analytics, and Technology.
• Drive customer experience innovation and contribute directly to business growth through data-driven marketing strategies.