CRM & Marketing Analytics

Nikos Consulting Pvt. Ltd.; Kolkata District; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Nikos Consulting Pvt. Ltd. in Kolkata seeks a sharp, consumer-obsessed Marketing Analytics & CRM Manager who can translate behavioral data into meaningful business actions.

This strategic role owns the CRM function and builds a data-backed feedback loop for all marketing initiatives. The ideal candidate will blend analytical depth with understanding of consumer behavior, driving insight-led marketing, and collaborating with tech/Martech teams to automate and scale campaigns.

Qualifications

• 69 years of experience in consumer analytics, CRM, or data-driven marketing roles; preferably in retail, offline stores or FMCG.
• Strong knowledge of SQL, Excel, and analytics/visualization tools (Power BI, Tableau, Google Data Studio).
• Hands-on experience with CRM platforms.
• Solid grounding in consumer psychology, funnel analysis, segmentation, and customer lifecycle management.
• MBA in Marketing/Analytics or relevant domain preferred.

Responsibilities

• Analyze customer cohorts, purchase journeys, and behavioral patterns to uncover growth opportunities.
• Lead end-to-end CRM strategy from platform management to campaign execution and performance analysis.
• Drive personalized, omni-channel customer journeys (email, SMS, app, WhatsApp) focused on engagement, retention, and reactivation.
• Partner with tech and Martech teams to automate, personalize, and scale CRM efforts.
• Design pre-post, control-test, and incremental sales models to measure marketing campaign efficacy.
• Track KPIs including ROI, AMS uplift, conversion rates, repeat visits, and customer stickiness.
• Derive actionable insights and collaborate with business and category teams to implement them.
• Analyze loyalty program performance, customer lifecycle trends, and redemption behavior.
• Track key metrics like activation rate, incremental sales contribution, and frequency lift.
• Recommend data-backed interventions to increase loyalty-driven revenue.
• Work closely with leadership to share synthesized reports, dashboards, and strategic insights that influence business decisions.
• Convert analytical findings into commercial levers pricing, assortment, targeting, and retention tactics.

Skills

SQL

CRM platforms

Consumer psychology

Funnel analysis

Segmentation

Lifecycle management

Education

MBA in Marketing/Analytics

Tools

Power BI

Tableau

Google Data Studio

Excel

Job description

Job Title: Manager Marketing Analytics & CRM
Location: Kolkata (Head Office)
Department: Marketing
Reports To: Head Marketing
Role Summary:
We are seeking a sharp, consumer-obsessed Marketing Analytics & CRM Manager who
can translate behavioral data into meaningful business actions. This is a strategic role
responsible for driving insight-led marketing, owning the CRM function, and building a
strong data-backed feedback loop for all key marketing and customer initiatives. The ideal
candidate will combine analytical depth with a strong understanding of consumer
behavior and business dynamics in a modern retail environment.

Key Responsibilities

Consumer & Behavioral Analytics

• Analyze customer cohorts, purchase journeys, and behavioral patterns to uncover growth opportunities.
• Build logic-based hypotheses around customer triggers and translate them into segmentation strategies and marketing interventions.
• Develop behavioral models (e.g., churn, LTV, next-best action) and test them across campaigns.

CRM Leadership

• Lead end-to-end CRM strategy from platform management to campaign execution and performance analysis.
• Drive personalized, omni-channel customer journeys (email, SMS, app, WhatsApp) focused on engagement, retention, and reactivation.
• Partner with tech and Martech teams to automate, personalize, and scale CRM efforts.

Marketing & Campaign Analytics

• Design pre-post, control-test, and incremental sales models to measure marketing campaign efficacy.
• Track KPIs including ROI, AMS uplift, conversion rates, repeat visits, and customer stickiness.
• Derive actionable insights and collaborate with business and category teams to implement them.

Loyalty Program Analytics (My Spencers Reward)

• Analyze loyalty program performance, customer lifecycle trends, and redemption behavior.
• Track key metrics like activation rate, incremental sales contribution, and frequency lift.
• Recommend data-backed interventions to increase loyalty-driven revenue.

Strategic Business Insights

• Work closely with leadership to share synthesized reports, dashboards, and strategic insights that influence business decisions.
• Convert analytical findings into commercial levers pricing, assortment, targeting, and retention tactics.

Qualifications & Experience

• 69 years of experience in consumer analytics, CRM, or data-driven marketing roles;preferably in retail, offline stores or FMCG.
  Strong knowledge of SQL, Excel, and analytics/visualization tools (Power BI,
  Tableau, Google Data Studio).
• Hands-on experience with CRM platforms.
• Solid grounding in consumer psychology, funnel analysis, segmentation, and
  customer lifecycle management.
• MBA in Marketing/Analytics or relevant domain preferred.