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.