Retention & Lifecycle Marketing Specialist (D2C / E-commerce)

Job Title: Retention & Lifecycle Marketing Specialist (D2C / E-commerce)

Location: Gurgaon (5 Days work from office)

Brand Type: D2C Consumer Brand (Home / Wellness / Lifestyle / FMCG / Fashion)

Experience: 3–7 years

About the Role

We're looking for a Retention Specialist who can turn one-time buyers into lifelong loyalists.

You'll own the customer lifecycle — from first purchase to repeat, reactivation, and advocacy — across channels like WhatsApp, RCS, SMS, and Email.

If you live and breathe CleverTap, MoEngage, WebEngage, or similar platforms, know how to segment users by behaviour, and can design personalized automations that move the needle on repeat revenue and LTV, this role is for you.

Key Responsibilities

Lifecycle Strategy & Retention KPIs

Define and execute retention, repeat purchase, and churn reduction strategy for the brand.

Build customer journeys from new signup → first purchase → second purchase → subscription / reactivation.

Own metrics like Repeat Purchase Rate (RPR), LTV, Churn, Cohort Retention, and WhatsApp CTR/CR.

Workflow Design & Automation

Build and optimize automated workflows on tools like CleverTap, MoEngage, WebEngage, or OneSignal.

Design WhatsApp & SMS automation flows — abandoned cart, COD confirmation, delivery reminders, feedback, win-back, UGC collection, etc.

Set up RCS campaigns with rich media for transactional & promotional pushes.

Manage email marketing flows (welcome, nurture, win-back, product education, reorder triggers).

Personalization & Segmentation

Create dynamic user segments based on recency, frequency, and monetary (RFM) behavior.

Experiment with audience micro-cohorts — e.g., 0-30 day buyers vs 90-day lapsers.

Apply event tracking & data triggers for real-time engagement (e.g., viewed but not purchased, COD cancelled, product out-of-stock alert).

Analytics, Reporting & Experiments

Set up weekly dashboards for retention KPIs.

Run A/B tests on communication, incentives, and channels.

Collaborate with product, growth, and CRM teams for cross-sell / upsell models.

Translate data insights into actionable campaigns.

Collaboration

Work closely with Performance Marketing, Product, and Customer Support teams to sync acquisition → retention messaging.

Partner with creative / content to ensure messaging tone fits brand voice.

Coordinate with MarTech / Tech to maintain API, CRM, and data integrations.

Must-Have Skills

3–7 years of experience in CRM / Retention / Lifecycle Marketing for a D2C or e-commerce brand.

Hands-on experience with CleverTap, MoEngage, WebEngage, or equivalent platforms.

Proficient in WhatsApp Business API flows , Interakt, Gupshup, etc.) and SMS / RCS campaign management.

Strong understanding of customer segmentation, automation logic, and data triggers.

Working knowledge of Google Sheets, GA4, Looker Studio, or Mixpanel for funnel & retention analysis.

Good communication, copywriting sense, and ability to brief creative teams.

Good-to-Have Skills

Experience with Shopify / WooCommerce / Magento CRM integrations.

Familiarity with email design tools (Mailmodo, Klaviyo, HubSpot, etc.).

Understanding of push notifications, in-app messaging, and referral automation.

Exposure to AI-driven recommendation engines for product personalization.

Success Metrics

Increase Repeat Purchase Rate by X% in 90 days.

Improve Cohort Retention (D30/D60).

Grow WhatsApp CTRs and conversion rates.

Reduce churn / reactivation cost.

Improve Customer Lifetime Value (CLV).

Why Join

Opportunity to build the retention stack of a fast-growing D2C brand from the ground up.

Work with a performance-driven team passionate about automation, personalization, and data-driven growth.

Fast decision cycles, full ownership, and room to experiment