Associate Director - Loyalty & Retention

Licious; Bengaluru; On-site; INR 4,000,000 - 7,000,000; Full time

Job summary

Licious, Bengaluru-based meat and seafood brand, invites a seasoned leader to own and scale our customer retention charter. You will drive repeat purchases, lifecycle campaigns, and loyalty program growth, partnering with Product, Analytics, Marketing and Category teams to boost CLV.

The role emphasizes data-driven insights, segmentation, cross-sell, and proactive reactivation in a fast-moving, high-frequency D2C environment, aligning growth with strong business economics.

Qualifications

• 8-12+ years of experience across retention, CRM, lifecycle marketing, loyalty, or customer growth.
• Proven track record improving repeat rates, reactivation, frequency, and customer lifetime value.
• Strong CRM, segmentation, promotions, and lifecycle marketing expertise.

Responsibilities

• Own end-to-end retention strategy with accountability for repeat rates and customer value growth.
• Design and execute lifecycle campaigns to drive engagement and loyalty.
• Lead dormant customer reactivation and cross-sell initiatives.
• Own and evolve the Licious Infinity loyalty program with cross-functional teams.
• Build segmentation, CRM and promotions frameworks for personalized experiences with solid economics.
• Drive experimentation and data-driven insights to improve engagement and CLV.
• Define and track retention metrics and drive growth initiatives.

Skills

Retention Marketing

Lifecycle Marketing

Loyalty Programs

CRM Platforms

Customer Segmentation

Data-Driven

Cross-Functional Leadership

Job description

We are Licious and we are a Bengaluru based meat and seafood company founded in 2015 by Abhay Hanjura and Vivek Gupta, our founders, foodies and friends. We pride ourselves on being India’s most successful D2C food-tech brand operating in 14 cities across the country delighting over 5 million customers with our de-licious fresh meat and seafood!

Think you have what it takes to be the magic ingredient in the recipe that is Licious? Read on…

We are looking for a leader to own and scale the customer loyalty & retention charter. This is a high-impact role focused on driving repeat behaviour, increasing platform stickiness and growing customer lifetime value. The role extends well beyond traditional CRM and encompasses deep insighting, lifecycle marketing, loyalty, reactivation, cross-sell, promotions and customer growth.

What makes the role meaty?

• Own the end-to-end retention strategy with accountability for repeat rates, frequency, retention, and customer value growth
• Design and execute lifecycle and customer journey-based campaigns to drive engagement and loyalty
• Lead dormant customer reactivation initiatives and drive platform stickiness through personalized experiences and cross-sell programs
• Own and evolve the Licious Infinity loyalty program in close partnership with Product and other cross-functional teams
• Build segmentation, CRM, and promotions frameworks to deliver personalized experiences while maintaining strong business economics
• Drive experimentation and leverage data-driven insights to continuously improve engagement, frequency, and customer lifetime value
• Define and track key retention metrics and drive initiatives that significantly move customer growth

We hope that you have...

• 8-12+ years of experience across retention, CRM, lifecycle marketing, loyalty, or customer growth, with a strong customer-first mindset
• A proven track record of driving improvements in repeat rates, reactivation, frequency and customer lifetime value
• Strong expertise in CRM platforms, customer segmentation, promotions, and lifecycle marketing
• A highly analytical and data-driven approach, with the ability to translate customer insights into impactful actions
• Experience in building and scaling loyalty programs and driving customer engagement at scale
• The ability to combine strategic thinking with strong execution excellence
• Experience working in high-frequency consumer businesses such as e-commerce, D2C, quick commerce, food delivery, travel, fintech, or subscription-led platforms
• Experience in building, mentoring, and leading high-performing retention teams while collaborating seamlessly with Product, Analytics, Marketing and Category teams