Content Lead

2 weeks ago

Gurgaon, Haryana, India Merabo Labs Full time ₹ 12,00,000 - ₹ 36,00,000 per year

Job Title: CRM Lead

Location: Gurgaon

Department: Marketing / Growth

Reports To: Head of Digital Marketing / Head of Growth

Employment Type: Full-time

About Us

We are a fast-growing B2C grocery delivery app thats redefining how customers shop for daily essentials. With a focus on convenience, and value, we aim to be the go-to platform for millions of households. We're looking for a CRM Lead who can drive personalized, data-led engagement strategies to maximize customer retention, lifetime value, and brand loyalty.

Role Overview

As the CRM Lead, you will own the end-to-end customer lifecycle communication strategy across multiple channels including push notifications, in-app messages, email, SMS, and WhatsApp. Your role will focus on creating personalized journeys, optimizing engagement, and driving repeat orders through relevant and timely communications.

You'll collaborate with Product, Data, and Creative teams to deliver measurable results and ensure our customers feel valued every time they shop with us.

Key Responsibilities

Strategy & Planning

  • Design and execute a comprehensive CRM strategy to increase retention, repeat purchase rate, and customer lifetime value (CLV).
  • Develop and manage the CRM calendar aligned with marketing campaigns, product launches, and business priorities.
  • Segment customers based on behavior, purchase patterns, demographics, and lifecycle stage.

Campaign Management

  • Plan, create, and execute multi-channel CRM campaigns using platforms like CleverTap, MoEngage, or WebEngage.
  • Build automated customer journeys for onboarding, activation, win-back, churn prevention, and upselling.
  • Test and optimize subject lines, creatives, timing, and channel mix for better engagement.

Data & Analytics

  • Work with the analytics team to monitor campaign performance against KPIs like open rate, CTR, conversion rate, and retention.
  • Conduct A/B tests and share actionable insights for continuous improvement.
  • Leverage customer insights to refine targeting and messaging strategies.

Cross-functional Collaboration

  • Partner with Product and Tech teams to integrate CRM campaigns into the user experience.
  • Coordinate with Creative and Content teams for high-quality, on-brand communication assets.
  • Work closely with Growth and Performance Marketing teams to ensure alignment between acquisition and retention strategies.

Requirements

Experience & Skills

  • 5–8 years of CRM / retention marketing experience, preferably in B2C e-commerce, grocery, or quick commerce.
  • Hands-on experience with leading CRM platforms (MoEngage, CleverTap, Braze, WebEngage) and familiarity with API integrations.
  • Strong analytical skills and proficiency with data tools like Tableau, Excel.
  • Experience in segmentation, personalization, and automation.
  • Creative mindset with the ability to craft compelling messages and user journeys.
  • Strong project management skills and attention to detail.

Mindset & Attributes

  • Customer-first approach with a deep understanding of user behavior.
  • Data-driven decision maker with an experimental mindset.
  • Ability to thrive in a fast-paced, high-growth environment.
  • Collaborative team player with excellent communication skills.

Performance Metrics (KPIs)

  • Retention rate (D7, D30, D90)
  • Repeat order frequency
  • Customer lifetime value (CLV)
  • Campaign engagement rates (Open rate, CTR, Conversion)
  • Reduction in churn rate

Why Join Us?

  • Be part of a high-growth, tech-driven business reshaping how people buy groceries.
  • Work in a dynamic and collaborative environment.
  • Opportunity to lead impactful projects and own the retention strategy for millions of customers.

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