Deputy Manager - CRM

Marico; Mumbai; On-site; INR 1,200,000 - 2,400,000; Full time

Job summary

Marico is seeking a CRM Lifecycle Marketing Lead to own end-to-end customer journeys across Email, WhatsApp, SMS, app push notifications, and on-site personalization. You will drive retention, repeat purchases, and loyalty, with a data-driven approach to segmentation and experimentation.

You will collaborate with Data, Product, and Technology teams to unify customer view, optimize audience management, and track CRM-attributed revenue and retention metrics.

Qualifications

• 3+ years of experience in CRM, customer retention, or lifecycle marketing within D2C/e-commerce businesses, with proven experience in managing loyalty and retention programs end-to-end.

Responsibilities

• Own and execute end-to-end customer lifecycle strategy across Email, WhatsApp, SMS, App Push, and On-site Personalization.
• Design and optimize replenishment programs based on product consumption cycles and customer usage patterns.

Skills

CRM strategy

Lifecycle marketing

A/B testing

Data-driven decision making

Education

Engineering or MBA

Job description

Role & responsibilities

• Own and execute the end-to-end customer lifecycle strategy across Email, WhatsApp, SMS, App Push Notifications, and On-site Personalization, covering journeys such as Welcome, Browse Abandonment, Cart Abandonment, Post-Purchase, Replenishment, Cross-Sell, Win-Back, and Dormancy Reactivation.
• Design and optimize replenishment programs based on actual product consumption cycles and customer usage patterns, beyond standard time-based nudges.
• Lead customer segmentation and targeting through RFM analysis, cohort-based frameworks, and behavioral insights to drive retention, engagement, and repeat purchase.
• Partner closely with Data, Product, and Technology teams to maintain a unified customer view across web and app touchpoints, ensuring data accuracy and effective audience management.
• Own CRM-attributed revenue and retention metrics as a key business KPI, driving measurable impact on customer lifetime value and repeat revenue.
• Manage CRM platforms, agency partnerships, and associated budgets, ensuring optimal utilization, performance, and ROI.
• Drive a robust experimentation agenda by maintaining an ongoing A/B testing roadmap across subject lines, creatives, offers, messaging, channel mix, frequency, and send-time optimization.
• Build, monitor, and continuously improve retention dashboards tracking key metrics such as Repeat Purchase Rate, Cohort Performance, Customer Lifetime Value (LTV), CRM-attributed Revenue, Engagement Metrics, and Deliverability Health.
• Identify retention opportunities and proactively recommend initiatives to improve customer loyalty, increase purchase frequency, and reduce churn.
• Collaborate cross-functionally with Brand, Growth, E-commerce, Product, and Analytics teams to develop personalized customer experiences that

Preferred candidate profile

• Bachelor's or Master's degree in Engineering (B.Tech/M.Tech), Business Administration (MBA), or a related discipline from a reputed institution.
• 3+ years of experience in CRM, customer retention, or lifecycle marketing within D2C/e-commerce businesses, with proven experience in managing loyalty and retention programs end-to-end.
• Demonstrated success in driving customer growth, engagement, repeat purchase, and retention initiatives, preferably within the Beauty, Personal Care, FMCG, or Consumer Brands sectors.