Customer Lifecycle Marketing

MakeMyTrip; Gurugram District; On-site; INR 800,000 - 1,200,000; Full time

Job summary

MakeMyTrip's Marketing function is expanding its Customer Lifecycle Marketing team to drive CRM-led growth across onboarding, engagement, retention, and loyalty. The role emphasizes maximizing customer lifetime value through personalized campaigns and data-driven interventions.

You will own end-to-end lifecycle initiatives, manage onboarding assets for key accounts, develop client-facing guides, and collaborate with product, operations and marketing to optimise adoption and journey efficiency.

Qualifications

• MBA from a reputed institute with 1–2 years hands-on marketing experience in app-first, consumer-facing digital platforms.

Responsibilities

• Conceptualize, design, and execute lifecycle campaigns to drive engagement, retention, and loyalty.
• Utilize data analysis to gain insights into customer behaviour and trends using Excel/SQL to identify growth opportunities.
• Create and manage customer segmentation and targeting to optimize the journey.
• Improve customer journeys by reducing friction and increasing communication efficiency through automation and CLM tools.
• Own end-to-end lifecycle initiatives with cross-functional alignment and timely delivery.

Skills

Data analysis

CRM mindset

Project management

Education

MBA

Tools

Adobe Analytics

Google Analytics

MoEngage

Clevertap

WebEngage

SQL

Job description

The Marketing function at MakeMyTrip is responsible for building a strong brand presence, driving customer acquisition, and maximizing engagement across all channels. By combining creativity with data-driven insights, the team designs and executes targeted campaigns that deliver measurable business impact.

Within this, the Customer Lifecycle Marketing (CLM) team owns the strategy and execution of end-to-end lifecycle initiatives across the customer journey- onboarding, engagement, retention, and loyalty. The team focuses on maximizing customer lifetime value (LTV) through data-driven, personalized marketing interventions

About the role:

The incumbent will be responsible for driving growth through CRM-led initiatives. This role involves managing customer experience across lifecycle stages (onboarding, engagement, retention, cross-sell, and upsell), with the objective of maximizing customer lifetime value.

What will you be doing

CLM & Lifecycle Campaign Execution:

• Campaign Management: Conceptualize, design, and execute marketing campaigns to drive engagement, retention, and loyalty within the assigned customer base.
• Data Analysis & Insights: Utilize data analysis to gain deep insights into customer behaviour, preferences, and trends by using tools such as Excel and SQL to analyse large datasets, identifying patterns and opportunities for growth.
• Segmentation & Targeting: Create and manage customer segmentation and targeting strategies to optimize the customer journey.
• Customer Journeys: Improve customer journeys by reducing effort, minimizing the number of interactions, and enhancing communication efficiency through automation and other CLM tools.
• Project Management: Own end-to-end execution of lifecycle initiatives, ensuring timely delivery and cross-functional alignment.

Client Onboarding & Adoption Enablement:

• Onboarding Asset Management: Create, manage, and coordinate onboarding assets required by Key Account Managers (KAMs) for large enterprise clients.
• Client Enablement Materials: Develop client-facing onboarding guides, walkthrough decks, product-usage explainers, FAQs, and communication templates to drive myBiz adoption.
• Content Customisation: Tailor onboarding and adoption materials to each clients business context, adoption needs, and priority use cases.
• KAM Partnership: Partner closely with KAMs to understand client requirements, address adoption barriers, and provide timely enablement support.
• Cross-Functional Coordination: Collaborate with product, operations, and marketing teams to ensure onboarding content is accurate, current, and aligned with product capabilities.
• Feedback & Optimisation: Gather feedback from KAMs and clients to continuously improve onboarding materials and the overall adoption journey.

Qualification & Experience

• MBA from a reputed institute with 1-2 years of hands-on experience in marketing within app-first, consumer-facing digital platforms, with exposure to lifecycle management or growth marketing
• Hands-on experience with web analytics tools (Adobe Analytics / Google Analytics) and CRM platforms (MoEngage, Clevertap,WebEngage, etc.)

Key Success Factors for the Role:

• Customer-Centric Mindset: Deep understanding of customer behaviour and ability to craft relevant, personalized experiences.
• Analytical Skills: Strong ability to analyse customer data and derive insights to drive decision-making.
• Execution Excellence: Strong project management and stakeholder coordination skills.