Retention & Loyalty Manager

️COMPANY DESCRIPTION Andamen is India’s leading men’s bridge-to-luxury DTC fashion brand, known for our timeless designs, premium craftsmanship, and commitment to delivering an exceptional customer experience. Launched in 2016, we have over two lakh customers, and operate in six product categories and 6 digital distribution channels. Andamen is part of the Impulse Group, one of India’s leading fashion supply chain companies. Impulse provides comprehensive design-to-delivery supply chain services to global fashion brands and retailers including SuperDry, ASOS, Next, Paul Smith, Shinsegae (Samsung Group), Walmart, Amazon, Myntra. The product categories include apparel, accessories, footwear, leather garments, home furnishings, costume jewellery and hard goods. Founded in 1982, Impulse has over 400 employees across India, Bangladesh, UK, Korea, USA, Canada. Learn more: ABOUT THE JOB As CRM Manager/ Assistant Manager, you will be responsible for driving customer retention, repeat revenue, loyalty and LTV through impactful and data-led CRM strategies. This is a key role within the Growth function where you will lead lifecycle marketing campaigns, own automated journeys, and use customer insights to shape behaviour and engagement across channels i.e. WhatsApp, SMS, Email and Programs like Loyalty and Referral. You will play a pivotal role in shaping the customer journey at every touchpoint - onboarding, activation, replenishment, win-back - and be directly responsible for CRM-led revenue contribution. You will work across functions (tech, performance, content, CX) to deliver a seamless, contextual and measurable user experience. KEY RESPONSIBILITIES Own the CRM strategy and calendar , building contextual journeys across the entire lifecycle – from new user onboarding and conversion to post-purchase engagement, replenishment, retention, and win-back. Drive marketing automation at scale using Netcore and GoKwik , managing omni channel campaigns across Email, WhatsApp, SMS, and Push notifications. Build and maintain customer cohorts using behavioural, transactional, RFM, and affinity data to deliver personalized and timely communication. Design and execute A/B tests to optimize messaging, creative formats, triggers, send times, and CTAs for improving engagement and conversion metrics. Monitor and improve CRM performance KPIs including open rate, CTR, conversion rate, repeat rate, LTV, unsubscribe rate, and CRM-attributed revenue share. Launch and manage referral and loyalty programs to increase user engagement, incentivize repeat purchases, and drive word-of-mouth growth. Drive CRM database growth through owned channels by planning and executing onsite activations like gamified pop-ups, contests, gated content, and email/WhatsApp opt-in mechanisms across the website and landing pages. Work cross-functionally with content, design, CX, tech, and performance teams to ensure campaign relevance, tone alignment, and frictionless experience. Leverage customer insights and feedback loops to identify communication gaps, recovery opportunities (returns, cancellations, RTO), and lifecycle drop-offs. ✅KEY QUALIFICATIONS 3–5 years of experience in CRM / retention marketing, ideally in fashion, D2C or e-commerce. Strong understanding of lifecycle marketing, segmentation, and cohort behavior. Hands-on experience with tools like Netcore, Clevertap, MoEngage, or similar. Strong analytical mindset and comfort with metrics like conversion, attribution, LTV, and churn. Ability to collaborate across creative, tech, and performance teams. Passion for fashion, customer experience, and data-led growth.