Assistant Manager - Retention

Role Overview

We seek a data-oriented and customer-focused Assistant Manager to lead Customer Growth and CRM Lifecycle efforts at Tata CLiQ Fashion and Luxury. This position is responsible for enhancing repeat customer acquisition, retention rates, and CRM-driven revenue growth by identifying pivotal customer segments, devising lifecycle strategies, and executing customized communications across multiple CRM channels.

Key Responsibilities

• Drive growth in repeat customers, retention, purchase regularity, and CRM-related revenue.
• Create cohort-specific strategies for customer groups such as new, active, repeat, dormant, and high-value segments.
• Design lifecycle journeys including onboarding, second purchase encouragement, cross-selling, loyalty boosting, and win-back tactics.
• Align business revenue objectives with targeted customer cohorts and CRM action plans.
• Plan and implement personalized campaigns utilizing diverse channels such as Push Notifications, WhatsApp, SMS, RCS, Email, In-App Messages, App Inbox, and Native Displays.
• Manage the CRM campaign schedule in accordance with business priorities and customer lifecycle phases.
• Guarantee accuracy, targeting, personalization, and rigorous testing of campaigns.
• Optimize messaging frequency, channel selection, and overall customer interaction continuously.
• Oversee CRM channel metrics like reachability, deliverability, click-through rate, conversions, engagement, unsubscribe rates, and signs of customer fatigue.
• Evaluate revenue contributions, ROI, and ROAS per channel to pinpoint areas for enhancement.
• Administer CRM platform functionality, ensuring data integrity, automation efficiency, and journey orchestration.
• Collaborate with Product and Technology teams to roll out new triggers, advanced personalization, and platform improvements.
• Analyze customer behaviors, campaign results, and lifecycle trends to uncover growth prospects.
• Track key performance indicators like repeat customer numbers, retention/reactivation rates, purchase frequency, CRM-generated GMV, CTR, conversion, and ROAS.
• Conduct A/B testing and controlled experiments to boost engagement and business outcomes.
• Develop visual dashboards and communicate actionable insights to stakeholders.
• Engage cross-functionally with business units including Category, Product, Technology, Customer Service, Analytics, and Creative teams to enhance customer growth projects.
• Work alongside stakeholders to curate targeted offers, elevate customer experiences, and troubleshoot campaign or platform challenges.
• Stay abreast of industry best practices and propose innovative CRM capabilities, automation solutions, and engagement tactics.

Qualifications and Experience

• 3 to 5 years of experience in CRM, retention marketing, lifecycle marketing, or growth marketing roles.
• Deep knowledge of customer lifecycle management, segmentation strategies, personalization, and tactics to encourage repeat purchases.
• Practical experience with CRM software platforms such as MoEngage, Salesforce Marketing Cloud, CleverTap, WebEngage, or comparable tools.
• Proficiency managing campaigns across multiple channels including Push Notifications, WhatsApp, SMS, Email, and In-App communications.
• Strong insight into CRM channel health metrics such as deliverability, reachability, CTR, conversion rates, engagement levels, and channel ROAS.
• Expertise in campaign automation, journey orchestration, event-triggered messaging, and A/B testing methodologies.
• Excellent analytical aptitude to transform customer data into strategic business initiatives.
• Superior stakeholder engagement, project coordination, and communication capabilities.

Desirable Skills

• Enthusiastic about driving customer growth, retention, and lifecycle marketing programs.
• Analytical and problem-solving proficiency grounded in data-driven approaches.
• Familiarity with customer cohorts, customer lifetime value (CLV), loyalty schemes, and predictive modeling.
• Knowledge of SQL, business intelligence tools, or analytic dashboards is advantageous.
• Understanding of artificial intelligence-driven personalization and next-best-action frameworks.

Success Metrics

• Growth in repeat customer base.
• Retention and reactivation rates.
• CRM-generated Gross Merchandise Value and revenue.
• Frequency of purchases and orders per customer.
• Health metrics of communication channels including reachability, deliverability, CTR, and conversion rates.
• Return on ad spend and campaign return on investment.
• Contribution of automation and lifecycle journey initiatives to overall success.
• Effectiveness of customer engagement and personalization strategies.