I&P-GN - SONG-MT-DSMS-Customer Lifecycle Campaign- Retail-Manager

Accenture PLC; Bengaluru; On-site; INR 2,500,000 - 5,000,000; Full time

Job summary

Accenture PLC is seeking a seasoned professional to own customer lifecycle engagement and campaign transformation across Retail, Financial Services, Software & Platforms, and Life Sciences. You will lead a client relationship for your track, guide a team of consultants, and ensure commercial outcomes through data-driven, real-time lifecycle interventions.

The role emphasizes Next Best Action strategies, cross-channel orchestration, and governance of AI-generated customer communications, with

Qualifications

• MBA from a tier 1 institute with strong business acumen.

Responsibilities

• Own the end-to-end customer lifecycle framework across acquisition, onboarding, activation, engagement, cross-sell, retention and renewal.
• Define segmentation and treatment strategies across lifecycle stages, value tiers and behavioral profiles.
• Own campaign calendar and prioritisation across multi-channel environments, balancing commercial objectives with compliance requirements.
• Translate business objectives into Next Best Action and Next Best Offer strategies, defining eligibility and prioritisation logic.
• Collaborate with decisioning, data and martech teams to define engagement policies and guardrails for AI-generated communication.
• Lead a shift from batch campaigns to trigger-based, real-time, always-on engagement.
• Design lifecycle programmes for Retail, Financial Services, Software & Platforms and Life Sciences to drive growth and loyalty.
• Oversee omnichannel journeys across email, SMS, mobile app, push notifications, web, ecommerce and contact centre.
• Measure lifecycle performance and lead test-and-learn programs including A/B and multivariate tests.
• Manage delivery teams, sign-off on strategy quality, and coordinate with stakeholders across functions.
• Support business development with reusable assets, accelerators and playbooks.

Skills

CRM experience

Campaign management

Marketing automation

Generative AI awareness

Education

MBA from tier 1 institute

Tools

Pega Customer Decision Hub

Adobe Journey Optimizer

Adobe Experience Platform

Salesforce Marketing Cloud

Braze

Unica

Job description

Job Summary:

The I&P Global Network Song practice works with clients across their marketing, sales and services functions, providing transformation services driven by key offerings like Living Marketing, Connected Commerce and Next-Generation Customer Care. You will own customer lifecycle engagement and campaign transformation workstreams for clients across Retail, Financial Services, Software & Platforms, and Life Sciences. This is a workstream ownership role: you carry the client relationship for your track, lead a team of consultants, and are accountable for the commercial outcomes of the campaigns and journeys you design. You translate growth, retention and loyalty ambitions into segmented, decisioning-driven lifecycle interventions and prove the value they create.

Roles & Responsibilities:

• Customer Lifecycle Strategy:

• Own the end-to-end customer lifecycle framework - acquisition, onboarding, activation, engagement, cross-sell, upsell, retention, loyalty, renewal and win-back.

• Define customer segmentation and treatment strategies across lifecycle stage, value tier, behavioural profile, propensity, risk and engagement level.

• Own the campaign calendar and prioritisation across a complex, multi-channel environment, balancing commercial objectives, customer relevance, contact policy and regulatory requirements.

• Next Best Action & Personalisation:

• Translate business objectives into Next Best Action and Next Best Offer strategies - eligibility, suitability, applicability and prioritisation logic.

• Work with decisioning, data and martech teams to define engagement policies, arbitration rules, contact policy and suppression frameworks.

• Drive the shift from batch campaign execution to trigger-based, event-driven, real-time and always-on engagement.

• Industry-Specific Growth & Retention Programmes:

• Retail: Design lifecycle programmes that drive repeat purchase, purchase frequency, basket growth, loyalty participation, category expansion, omnichannel conversion and customer retention.

• Financial Services: Design onboarding, activation, product adoption, cross-sell, wallet-share, servicing, retention and lifetime-value programmes while accounting for consent, suitability and regulatory controls.

• Software & Platforms: Drive onboarding completion, feature adoption, free-to-paid conversion, usage expansion, subscription renewal, churn prevention and reactivation across user and account lifecycles.

• Life Sciences: Shape compliant HCP and patient engagement journeys, including HCP education, patient support programme enrolment, adherence, persistence and omnichannel engagement, in partnership with medical, legal and regulatory stakeholders.

• Journey & Channel Orchestration:

• Design omnichannel journeys across email, SMS, mobile app, push notifications, web, ecommerce, digital media, contact centre, sales and assisted channels.

• Translate customer behaviours, transactions and business events into automated lifecycle journeys and timely interventions.

• Optimise channel mix, cadence, content relevance and customer experience across touchpoints.

• Generative AI in Customer Engagement:

• Identify and land GenAI use cases across campaign planning, brief development, audience intelligence, content generation, personalisation and performance summarisation.

• Define quality, brand, compliance and human-review guardrails for AI-generated customer communication, with controls appropriate to regulated industries.

• Measurement & Optimisation:

• Own lifecycle performance measurement across acquisition, activation, engagement, conversion, retention, loyalty, renewal and customer lifetime value.

• Lead the test-and-learn agenda - control group design, A/B and multivariate testing, and incremental value attribution.

• Present performance read-outs and optimisation recommendations to client marketing and business leadership.

• Team & Delivery Management:

• Lead and coach a team of consultants and analysts; review and sign off on campaign strategy, journey design, build quality and reporting.

• Manage workstream plans, dependencies, risks and client expectations across marketing, sales, service, data, technology and compliance stakeholders.

• Business Development Support:

• Contribute to business cases, solution shaping and proposals; build reusable lifecycle marketing assets, accelerators and industry playbooks.

Professional & Technical Skills:

• Customer Lifecycle Management and CRM experience - ownership of lifecycle strategy, segmentation, campaign management, retention, loyalty, cross-sell and customer value programmes.

• Relevant industry experience across Retail, Financial Services, Software & Platforms and/or Life Sciences, with an understanding of the customer journeys, commercial levers and regulatory considerations relevant to the industry.

• Working experience with campaign, journey and decisioning platforms such as Pega Customer Decision Hub, Adobe Journey Optimizer / Adobe Experience Platform, Salesforce Marketing Cloud, Braze, Unica or equivalent - able to brief, review and challenge platform configuration.

• Marketing automation and journey design - designing trigger-based, event-driven and real-time journeys across digital and assisted channels.

• Analytical rigour - comfortable with segmentation, propensity models, cohort analysis, control group design and incremental value measurement; able to work directly with data and analytics teams.

• Consulting experience providing strategic advice and solutions to organisations, with strong structuring and storytelling ability.

• Project management skills - the ability to plan, execute and oversee a workstream so it is completed on time, within budget and meeting the specified goals.

• People management - experience leading, coaching and developing small delivery teams.

• Good to have: exposure to Generative AI or AI implementation within a marketing, campaign, personalisation or customer engagement transformation.

• Additional skills:

• Excellent oral and written communication skills.

• Proven success in navigating global matrixed environments and experience in client-facing roles.

• Ability to work effectively in a remote, virtual, fast-paced and unstructured global environment.

Additional Information:

Your experience counts!

• MBA from a tier 1 institute.

• Overall experience of 10+ years, with at least:

• 6+ years in CRM, customer lifecycle management, campaign management, marketing automation or marketing transformation - in consulting and/or an industry marketing function.

• 4+ years of relevant industry experience across Retail, Financial Services, Software & Platforms and/or Life Sciences, with direct ownership of customer growth, engagement, retention, loyalty or renewal outcomes.

• 2+ years managing a team or workstream.

• Good to have: hands-on project experience with GenAI, AI-powered personalisation or customer engagement transformation.

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