Lead Martech & CRM, Digital

Aditya Birla Lifestyle Brands Limited; Karnataka; On-site; INR 2,500,000 - 4,000,000; Full time

Job summary

Aditya Birla Lifestyle Brands Limited seeks a Marketing Tech & CRM lead to bridge marketing, technology, and data, architect scalable Martech integrations, and orchestrate customer journeys across Brand.com and our superapp. You will drive personalized engagement, optimize campaigns, and unlock growth through data-driven strategies.

The role requires collaboration with Marketing, Retail, Sales, Product, MIS, and tech teams to co-create GTM plans and ensure sustainable ROAS across channels.

Responsibilities

• Engagement of B2C customers, as measured through active customers on app, traffic on web
• Partner with B2C and Marketing team to align on GTM plans, drive engaging communication across channels
• Provide creative inputs to business owners to improve CTRs and conversion, thereby achieving desired ROAS
• Converting engagement to sales, as measured through repeat business, new customer acquisition
• Drive interventions to convert intent to sale, therefore owning repeat business for B2C
• Strategize and execute personalized conversations with loyal customers to further increase loyalty
• Partner with marketing agencies to achieve the retention objective through remarketing
• Enable repeat business for all MFL channels (retail, value, etc.), maximize customer lifetime value
• Ascertain availability of clean database that is amenable to personalized communication
• Continuously drive innovation and integration in tools, communication practices, content, medium, etc
• Partner with product, MIS, tech to leverage internal and external tools and vendors to achieve repeat sales, recommend features and capability enhancements to drive repeat business efficiently
• Increase repeat base and customer life cycle value
• Optimize CRM spends by driving data availability and analytics for all channels
• Monitor and advise operations across channels on input metrics like frequency, quality of copies, quality of imagery, tone, etc. to maximize click through and conversion
• Get external agencies organized on data to maximize ROAS

Job description

Job Context

• In a rapidly evolving digital landscape, customer experience has become a key differentiator. As MFL accelerate its digital-first marketing approach, the integration of marketing technology and data-driven CRM strategies is critical to driving personalized engagement, operational efficiency, and measurable growth. The role holder will play a pivotal role in bridging marketing, technology, and data, to architect scalable solutions, orchestrate seamless customer journeys, and unlock the full value of our Martech stack.
• Positioned at the crossroads of marketing strategy, data-led customer engagement, and advanced technology integration, this role is responsible for unlocking personalized and scalable growth.
• This job directly influences the top-line of Brand.com and superapp business by engaging with and converting repeat customers. The role holder also co-creates the GTM that is used to communicate across marketing mediums to drive new customer acquisition. Major challenges arise due to the following context:
• Strategize and create processes across brands, communicate to win trust and drive adoption
• Ascertain efficient utilization of spends - fluctuations in available spends due to business cycles in other channels.
• Deliver results through operational teams in multiple channels and therefore collaborate effectively with multiple teams to deliver on common goals.
• Co-create GTM, campaigns, etc. by working with most teams within the brand (Marketing, Retail, Sales), as well as support functions like product on actions.
• Champion innovation by evaluating new tools, setting up integrations between them and driving implementation and adoption across brands and channels.

Key Responsibilities

Engagement of B2C customers, as measured through active customers on app, traffic on web:

• Partner with B2C and Marketing team to align on GTM plans, drive engaging communication to ensure sustained customer interest (visits, time spent etc.)
• Partner with marketing to ascertain consistent, continuous and unified communication to customers across channels like social, app, retail, etc. Monitor execution of calendarized campaigns wherever feasible.
• Provide creative inputs to business owners to improve CTRs and conversion, thereby achieving desired ROAS.

Converting engagement to sales, as measured through repeat business, new customer acquisition:

• Drive interventions to convert intent to sale, therefore owning repeat business for B2C
• Strategize and execute personalized conversations with loyal customers to further increase loyalty
• Partner with marketing agencies to achieve the retention objective through remarketing

Enable repeat business for all MFL channels (retail, value, etc.), maximize customer lifetime value

• Ascertain availability of clean database that is amenable to personalized and accurate communication
• Continuously drive innovation and integration in tools, communication practices, content, medium, etc to sustain and improve customer engagement, thereby driving channel visits (footfalls)
• Partner with product, MIS, tech to leverage internal and external tools and vendors to achieve repeat sales, recommend features and capability enhancements to drive repeat business efficiently
• Increase repeat base and customer life cycle value

Analytics to drive spend efficiencies, as measured through channel ROAS:

• Optimize CRM spends by driving data availability and analytics for all channels, identifying high-propensity and segments
• Monitor and advise operations across channels on input metrics like frequency, quality of copies, quality of imagery, tone, etc. to maximize click through and conversion
• Get external agencies organized on data to maximize ROAS