Key Responsibilities:

Retention & Loyalty Initiatives

• Build and oversee the CRM & Retention roadmap, calendars aligned to business goals for retention, reactivation, and repeat frequency.
• Oversee the creation and governance of omnichannel CRM campaigns using platforms like Clevertap, Capillary, Webengage etc.
• Bring ideas to execution of high-impact always-on & tactical campaign opportunities across the customer lifecycle (welcome, repeat, churn, winback etc.).
• Leverage customer segmentation strategies (e.g., RFM, AI-ML driven, lifecycle) to run personalized journeys and manual campaigns.
• Collaborate cross-functionally with Analytics, Stores, and Marketing to launch retention campaign strategies.
• Own the loyalty program operations and evolution roadmap, including benefits, gamification, and member engagement.

Measurement & Optimization

• Evaluate retention & loyalty performance metrics (redemption, churn, repeat, retention) and identify levers for growth & optimization.
• Define and track CRM & loyalty success metrics, including incremental revenue, retention rate, and campaign ROI.
• Drive A/B testing culture across campaigns to continually optimize messaging, timing, and offers.

Team & Performance Leadership

• Lead and mentor a team of 3-4 CRM campaign managers; provide strategic direction, prioritization, and coaching.
• Drive a high-performance culture focused on ROI, testing, learning, and campaign excellence.

Qualifications & Experience:

• >5 years of Retention & Loyalty Marketing, Loyalty Program experience in B2C retail/eCommerce, preferably fashion or footwear.
• Proven experience managing high-impact CRM teams and leading lifecycle marketing efforts across channels (SMS, WhatsApp, RCS, Email, Social).
• Strong knowledge of campaign management tools (e.g., Capillary, Webengage, Clevertap, Salesforce).
• Demonstrated ability to manage loyalty programs (points/milestones/gamified) and use them to drive engagement & sales.
• Familiarity with AI/ML in CRM (propensity models, churn prediction, uplift modeling).
• Data-driven mindset with experience using analytics dashboards or working with BI/Analytics teams.