Retention Specialist
1 week ago
Job Title - Associate Manager/Manager - Marketing & Communications
Role Overview -
Retention Marketing - Associate Manager / Manager to lead CRM growth across paid channels (SMS, WhatsApp, RCS, and more). This role is pivotal in driving both Visit and Revenue contributions during Sale and BAU (Business-as-Usual) periods, while also spearheading innovation, personalization, and experimentation across CRM touchpoints. The ideal candidate brings strong channel expertise, team management capability, vendor coordination experience, and a passion for driving customer engagement.
Knowledge and Skill / Qualification Requirements
● Bachelor degree or PGDM/MBA is a preferred with 1-9 years of experience in Retention/CRM Marketing, ideally in a high-growth B2C or e-commerce environment.
● Strong hands-on knowledge of paid CRM channels: WhatsApp, SMS, RCS; knowledge of automation tools like MoEngage, Clevertap, etc.
● Experience managing a team and working cross-functionally with marketing, category, and product teams.
● Exposure to AI, personalization, or automation within CRM is a strong plus.
● Strong analytical mindset with experience in performance tracking, cohort analysis, and experimentation.
Key Responsibilities
Revenue & Visit Growth via Paid CRM Channels
• Own the performance and growth of CRM paid channels: WhatsApp, SMS, RCS, and future new channels.
• Drive and achieve: o 50% growth during Sale Periods – Increase Visit contribution from 2.73% to 4.09%, and Revenue contribution from 4.06% to 6.09%. Key drivers: 55% growth in WhatsApp, 10% SMS, and 60% RCS. o 25% growth during BAU Periods – Increase Visit contribution from 1.86% to 2.33%, and Revenue contribution from 2.15% to 2.69%. Key drivers: 33% WhatsApp, 20% SMS, and 40% RCS.
• Continuously optimize campaigns for higher engagement and ROI.Team & Channel Ownership
• Manage and mentor CRM team members, ensuring: o Balanced ownership of channels and goals across the team. o Active collaboration, transparency, and shared accountability.
• Conduct regular working sessions to foster a high-performance and supportive team culture.Vendor & Stakeholder Program Management
• Build and manage strong relationships with external vendors to: o Enhance channel features, reduce latency, and optimize deliverability and costs.
• Collaborate closely with internal stakeholders – Brand Managers, Category Managers, and Cross-functional teams – to: o Maximize CRM-led visibility and contribution to brand/category growth. o Align CRM efforts with business and marketing objectives.Innovation via AI, Bots & Personalization
• Identify and implement opportunities for: o AI-led automation in CRM workflows and campaign optimization. o Expansion of WhatsApp bots and integration of new customer-service touchpoints. o Personalized campaign journeys for users based on behavior, lifecycle, and preferences.
• Drive innovation to elevate customer experience and retention impact.Experimental Activations & IP Development
• Conceptualize and execute innovative site activation strategies to boost visits and engagement.
• Launch and own new CRM-led IPs (intellectual properties) and experiment-based activations.
• Foster a test-and-learn environment that pushes creative and performance boundaries.
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