Associate Manager - CRM

Majid Al Futtaim; Gurugram District; On-site; INR 1,800,000 - 2,400,000; Full time

Job summary

Majid Al Futtaim seeks an Associate Manager - CRM within Digital Marketing to plan, execute and optimise lifecycle communications across Carrefour and HyperMax e-commerce customers via email, push, in-app, WhatsApp and SMS.

The role partners with Digital Growth, Digital Marketing and Corporate Loyalty teams to drive acquisition, retention and revenue, focusing on improving deliverability, audience targeting and campaign ROI through segmentation, A/B testing and automation.

Qualifications

• Bachelor’s degree in Business, Marketing, Analytics, or related field.
• 3–4 years in e-commerce CRM / lifecycle marketing.
• Experience with Braze and end-to-end lifecycle campaigns.
• Strong data analytics with Excel/Sheets; SQL is a plus.

Responsibilities

• Plan, build and execute CRM campaigns across email, push, in-app, WhatsApp and SMS.
• Own day-to-day CRM platform executions: audience building, segmentation, scheduling, QA.
• Design and run A/B and multivariate tests.
• Develop automated customer journeys across onboarding, cart abandonment, win-back and replenishment.
• Design reports and dashboards for campaign performance and segment definitions.

Skills

CRM Marketing

Lifecycle marketing

Braze

A/B testing

Excel/Sheets

SQL

Email marketing

English proficiency

Education

Bachelor's degree in Business/Marketing/Analytics/Engineering

Tools

Braze

Excel

Power BI

Tableau

Job description

The Associate Manager - CRM sits within the Digital Marketing and is responsible for planning, executing and optimising digital CRM campaigns that drive acquisition, retention, reactivation and lifetime value across Carrefour and HyperMax e-commerce and app customers. Working closely with the Digital Growth team, Digital Marketing team and Corporate Loyalty and CRM teams, the role owns the end-to-end delivery of lifecycle communications for ecommerce campaigns and activities – email, push, in-app, WhatsApp and SMS – and applies segmentation, A/B testing, automation and performance analytics to grow active customers, order frequency and revenue from owned channels, while continuously improving deliverability, audience targeting and campaign ROI.

Role Details – Key Responsibilities and Accountabilities:

Campaign Management

• Plan, build and execute digital CRM campaigns (email, push, in-app, WhatsApp and SMS) for Carrefour and HyperMax e-commerce customers, in close collaboration with the Digital Growth, Digital Marketing and Corporate CRM teams.
• Own day-to-day campaign executions on the CRM/engagement platform – audience building, segmentation, scheduling, QA and deployment.
• Design and run A/B and multivariate tests across subject lines, creatives, offers, send times and channels to improve open, click-through and conversion rates.
• Plan, implement and optimise automated, multi-step customer journeys across the lifecycle (onboarding, browse and cart abandonment, win-back, replenishment and post-purchase) and multiple touchpoints.
• Monitor and maximise customer lifetime value, ensuring profitability by optimising CRM KPIs (open, CTR, conversion, retention, churn and revenue per send) against weekly and monthly targets.
• Continuously improve deliverability and channel health – copy, coding, frequency capping, segmentation, opt-in/permissions and sender reputation.

Initiatives

• Support the Digital Growth team in designing and scaling CRM-led growth initiatives that increase active customers, order frequency and average order value across e-commerce.
• Build and manage acquisition-to-retention lifecycle programmes that move new and one‑time buyers into repeat and loyal customers on the e‑commerce app.
• Identify high‑value and at‑risk segments and design targeted reactivation, cross‑sell and up‑sell campaigns to grow owned‑channel revenue.
• Partner with Growth and Ecommerce on promotional calendars, category pushes and seasonal campaigns, aligning CRM activity with wider digital growth and trading plans.
• Test and roll out new channels, personalisation and automation use‑cases, sharing learnings to scale what works across markets.

Content and Creative

• Liaise closely with the content and creative teams on the design and copy of email templates, push, in‑app, WhatsApp and SMS, ensuring brand‑consistent, mobile‑first and conversion‑focused creative.
• Brief, review and QA dynamic and personalised content, and share performance results to continuously optimise creative, copy and offers.

Analytics & Reporting:

• Design, build and run CRM and campaign performance reports and dashboards (weekly, monthly and quarterly) covering campaign measurement, channel performance and customer segmentation.
• Own CRM data integrity and accurate audience and segment definitions, working closely with the Data and Ecommerce teams.
• Track and report CRM contribution to growth KPIs – active users, retention, frequency, conversion and revenue from owned channels – and translate insights into clear, actionable recommendations.
• Provide regular and ad‑hoc analysis for stakeholders, including campaign deep‑dives and cohort and funnel analysis.

Other Business Stakeholders

• Liaise with the Corporate Loyalty & CRM team to maintain consistency across Carrefour and HyperMax markets.
• Work closely with the Corporate Loyalty team on all loyalty‑ and rewards‑related communications through email, push, in‑app, SMS and WhatsApp.
• Share CRM KPIs and insights with the Digital Growth, Digital Marketing and Corporate Loyalty teams to optimise omni‑channel performance.

Cross Functional Responsibilities

• Run CRM for Carrefour and HyperMax markets (e‑commerce exclusively) and share best practice, learnings and guidelines across markets.
• Liaise closely with individual countries to tailor communications to local patterns and preferences, respecting Carrefour’s and HyperMax’s brand guidelines.

Human Capital Responsibilities

• Identify and seek professional development opportunities to improve leadership and technical skills pertaining to the direct line of work Proactively
• Apply and follow MAF Retail’s Human Capital corporate policies and relevant procedures and instructions

Definition of Success

• Growth in active and retained e‑commerce and app customers across Carrefour and HyperMax.
• Improve e‑commerce CRM campaign performance – open, click‑through, conversion and revenue per send – against targets.
• Higher order frequency, repeat purchase rate and customer lifetime value from owned channels.
• Increased CRM / owned‑channel contribution to digital revenue, with accurate, on‑time campaign delivery.

Other Context (if applicable):

• N/A
• Hands‑on experience in Braze tool for CRM campaigns
• Campaign automation and customer journey / lifecycle design.
• Audience segmentation, targeting and personalisation.
• A/B and multivariate testing and experimentation.
• Data analysis and reporting (Excel/Sheets; SQL and BI tools such as Power BI or Tableau an advantage).
• Email and push deliverability and channel best practices.
• HTML/CSS for email and basic personalisation/liquid scripting (advantage).
• E‑commerce funnel and digital growth understanding.

Qualification, Experience & Skills:

Minimum Qualifications/education

• Bachelor’s degree in Business, Marketing, Analytics, Engineering or a related discipline.
• 3–4 years of hands‑on experience in e‑commerce CRM / lifecycle marketing, ideally within retail, e‑commerce or a consumer digital business.

Skills & Requirements

• Highly organized with strong multitasking skills
• Proven experience with CRM Marketing cloud (Braze)
• Proven, hands‑on experience running e‑commerce CRM and lifecycle campaigns end‑to‑end across email, push and messaging channels.
• Strong analytical skills with the ability to turn data into actionable insights; comfortable with Excel/Sheets and BI tools (SQL an advantage).
• Practical experience with A/B testing, segmentation and marketing automation.
• High attention to detail
• English (Full professional proficiency - Required)
• Arabic (Professional efficiency – Advantage)