Customer Lifecycle Marketing Manager

Herox; Gurugram District; On-site; INR 1,500,000 - 3,000,000; Full time

Job summary

Herox in India is seeking a strategic CLM Manager to design and execute lifecycle marketing strategies for two audiences: individual learners and B2B channel partners. You will map journeys, build automated campaigns across email, SMS, in‑app, and web, and collaborate with Product, Sales and Customer Success to improve engagement, retention and business outcomes.

A strong analytics mindset, experience with marketing automation platforms, and a track record of data‑driven growth are required,

Qualifications

• 4–7 years of marketing experience, with 2–3 years in lifecycle marketing or marketing automation.
• EdTech, SaaS, or online education experience preferred; channel-partner programs is a plus.
• Bachelor's degree required; MBA or digital marketing cert is advantageous.

Responsibilities

• Develop and execute a comprehensive lifecycle marketing strategy for two audiences: learners and channel partners.
• Design, implement and optimise marketing automation workflows across email, SMS, in‑app messaging and web.
• Create personalized content across email, landing pages, in‑app messaging and resources.
• Drive engagement and retention through loyalty, win‑back and reactivation campaigns.
• Track cohorts and performance, and adjust programs to maximize enrolments and partner growth.

Skills

Marketing Automation

Multi-Channel Execution

Data Proficiency

Content Development

Customer-Centric Mindset

Strategic Thinking

Education

Bachelor's degree in Marketing, Business, Communications

MBA or digital marketing certification

Tools

HubSpot

Marketo

Klaviyo

MoEngage

WebEngage

Job description

Role Overview

We are seeking a strategic and data‑driven CLM (Customer Lifecycle Marketing) Manager to lead the design and execution of comprehensive lifecycle marketing strategies. The role spans two distinct audiences:

• B2C Learners: individual prospects and enrolled learners moving through awareness, acquisition, onboarding, engagement and retention.
• B2B Channel Partners: partners on our B2B platform who need to be onboarded, activated, retained and grown remotely through effective communication.

The ideal candidate brings a deep understanding of the EdTech landscape, strong analytical capabilities, and the ability to leverage marketing automation and data to drive engagement and business outcomes across both audiences.

Key Responsibilities

A. B2C — Learner Lifecycle Marketing

Lifecycle Strategy & Planning

Develop and execute a comprehensive customer lifecycle marketing strategy aligned with our business objectives. Map the complete learner journey, identify key touchpoints and moments of truth, and design targeted campaigns for each stage of the lifecycle. Work closely with Product, Sales and Customer Success to translate learner needs and pain points into compelling marketing initiatives.

Marketing Automation & Campaign Execution

Design, implement and optimise marketing automation workflows across email, SMS, in‑app messaging and web. Build segmentation strategies, develop personalized messaging and content, and set up automated nurture campaigns that guide learners through their lifecycle.

Content Development & Personalization

Oversee the creation of engaging, relevant content that resonates with learners at each stage — email content, landing page copy, in‑app messaging, SMS campaigns and educational resources. Ensure content is personalized based on segments, behaviours and preferences, and consistent with our brand voice.

Engagement & Retention

Develop initiatives to drive learner engagement and reduce churn — loyalty programmes, win‑back campaigns for at‑risk learners, and feedback loops to continuously improve experience. Monitor learner health metrics and proactively identify opportunities to lift engagement and satisfaction.

B. B2B — Channel Partner Lifecycle

Self‑Onboarding & Communication

Drive self‑onboarding of channel partners onto our B2B platform through clear, well‑sequenced communication — partner welcome flows, set‑up guidance, training nudges, and product walkthroughs delivered via email, WhatsApp, in‑app and webinars. The goal is to minimise manual handholding and shorten time‑to‑first‑value.

Remote Engagement & Activation

Engage partners remotely to drive consistent platform usage and activation. Run lifecycle communications, masterclasses, AMAs and live sessions that nudge partners toward the actions that matter — first listing, first transaction, recurring usage — and build playbooks for partners who stall after sign‑up.

Retention & Business Growth

Build retention and growth programmes for active partners — milestone celebrations, performance updates, incentive communications, cross‑sell of new programmes, and reactivation journeys for partners going dormant. Partner closely with the B2B Sales / Partner Success team to convert engagement into measurable business growth.

Cohort Tracking & Tailored Strategies

Track partner cohorts by ageing (new, growing, mature) and activity (highly active, moderately active, dormant). Design and run tailored lifecycle strategies for each cohort — onboarding‑heavy nudges for new partners, depth‑and‑frequency plays for active ones, and structured reactivation for dormant cohorts. Continuously refine cohort definitions as the platform scales.

C. Shared — Across B2C and B2B

Data Analysis & Performance Optimization

Track, analyse and report on key marketing metrics and KPIs — CAC, LTV, engagement, conversion, retention and churn — for both audiences. Run A/B and multivariate tests to optimise campaign performance, surface trends in customer behaviour, and make data‑driven recommendations for improvement.

Marketing Technology & Tools

Select, implement and optimise the marketing technology stack — automation platforms, CRM, analytics and partner‑platform integrations — and ensure tools are properly configured, integrated and leveraged to support objectives across both B2C learner journeys and B2B partner journeys.

Qualifications & Skills

Experience & Education

• 4–7 years of experience in marketing, with at least 2–3 years focused on customer lifecycle marketing, email marketing, or marketing automation.
• Experience in EdTech, SaaS, or online education is highly preferred. Exposure to channel‑partner / platform‑led B2B lifecycle programmes is a strong plus.
• Bachelor's degree in Marketing, Business, Communications, or a related field is required. An MBA or certification in digital marketing is a strong plus.

Core Competencies

• Marketing Automation Expertise: Advanced proficiency with platforms such as HubSpot, Marketo, Klaviyo, MoEngage or WebEngage — workflows, segmentation, personalisation.
• Multi‑Channel Execution: Hands‑on across email, SMS, WhatsApp, in‑app, push, web and webinars, with strong ownership of consent and deliverability.
• Data Proficiency: Strong analytical skills with the ability to use data to drive decisions and optimise campaigns. Comfort with analytics tools, spreadsheets and data visualisation is essential. Basic SQL or Python is a plus.
• Content Development: Excellent writing and content‑creation skills with the ability to develop compelling, customer‑centric messaging for different segments.
• Customer‑Centric Mindset: Deep understanding of customer needs, pain points and behaviours; designs experiences that deliver value at every touchpoint.
• Strategic Thinking: Connects marketing decisions to business outcomes — enrolments, completion, partner activation, retention and growth.

Communication & Project Management: Strong verbal and written communication, with the ability to manage multiple campaigns and stakeholders simultaneously while meeting deadlines.