Manager - CRM Analytics, Loyalty & Retention

Qrata; Ahmedabad District; On-site; INR 2,000,000 - 4,000,000; Full time

Job summary

Qrata is seeking a data-driven Manager CRM Analytics, Loyalty & Retention in Ahmedabad to own the customer lifecycle and drive loyalty across stores and ecommerce. You will define journeys, segments and personalized campaigns, while leading analytics and martech integration to create a single view of the customer.

You will design multichannel flows, manage loyalty programs for high-value customers, and collaborate with Tech, Marketing and Retail to optimize ROI and growth.

Qualifications

• 5-9 years of CRM, retention and loyalty experience in consumer lifestyle brands.
• Proven experience in omnichannel, offline and ecommerce environments.
• Hands-on with martech/CRM platforms (GA4, CleverTap, MoEngage, WebEngage, AppsFlyer).
• Experience designing multichannel campaigns (Email, SMS, WhatsApp, Push, in-app).
• Maths/Statistics degree with PG in Marketing/Analytics is preferred.
• Familiarity with data stack: data warehouse/BI tools and CDP concepts.

Responsibilities

• Own end-to-end CLM/CRM strategy from onboarding to activation, repeat, cross-sell and winback.
• Build cohort views to track acquisition, retention, repeat and churn; guide CRM experiments.
• Define multichannel lifecycle plans with differentiated flows for key segments.
• Design and optimize always-on and campaign-based CRM journeys; personalize messaging.
• Lead loyalty programs for high-value customers with tiering and exclusive offers.
• Build O2O and omnichannel journeys across stores, app/site and social touchpoints.
• Define metric stack for CRM/loyalty and develop dashboards with analytics partners.

Skills

CRM analytics

Loyalty programs

Lifecycle marketing

Martech platforms

Data analysis

A/B testing

Omnichannel marketing

Education

Maths/Statistics degree

Postgraduate Marketing/Analytics

Tools

GA4

CleverTap

MoEngage

WebEngage

AppsFlyer

BigQuery

Power BI

Zoho Analytics

Job description

Role: Manager CRM Analytics, Loyalty & Retention

Function: Marketing Consumer Retention, CRM & Analytics

Location: Ahmedabad

We are looking for a datadriven CRM, Loyalty & Analytics professional to build and scale our customer lifecycle, retention and loyalty engine across luxury home & lifestyle retail spanning experience stores and our ecommerce channels. You will own how we understand, segment, engage and grow our most valuable customers, and translate that into campaigns, programs and experiences that feel as considered as our products.

Key outcomes for this role

• Higher repeat purchase and visit frequency across offline stores and online channels.
• Strong, trackable growth in LTV, retention, loyalty penetration and engagement across key customer cohorts.
• A clear, measurable CLM/CRM roadmap (journeys, triggers, offers, content) aligned with brand and business goals.
• A single, reliable view of the customer that informs merchandising, assortment, store experience and digital UX.

Core responsibilities

1. Customer lifecycle & retention strategy

• Own the endtoend customer lifecycle management (CLM/CRM) strategy from onboarding

and activation through repeat, crosssell and winback, across stores and ecom.

• Build and maintain cohortlevel views of acquisition, retention, repeat purchase and churn; use these to set clear hypotheses and priorities for CRM experiments.
• Define and manage a multichannel lifecycle communication plan (Email, SMS, WhatsApp, Push, inapp/onsite messages), with differentiated flows for firsttime buyers, HNIs/UHNIs, trade/designers, and collectors.

2. CRM campaigns & personalization

• Design, execute and optimize alwayson and campaignbased CRM journeys including welcome, replenishment, room refresh, new collection launch, birthday/anniversary, and dormant reactivation flows.
• Partner with brand/content to craft highly personalized messaging and offers by segment, using behavior, value and preference data (rooms, colors, textures, price tiers).
• Own A/B testing and experimentation (subject lines, creatives, landing pages, geographies, periods, incentives, channels, send times etc.) and roll out learnings into playbooks for the wider team.

3. Loyalty & highvalue customer programs

• Codesign and own the loyalty/privilege program for highvalue customers: tiers, benefits, earning/burning rules, experiential privileges and partner offers.
• Build HNI and designer/architect engagement loops: previews, closeddoor events, early access to collections, and tailored communication tracks.
• Track and grow sales per loyalty customer, loyalty penetration and program engagement, and feed insights into product, merchandising and store teams.

4. Omnichannel & O2O customer journeys

• Build and optimize offlinetoonline (O2O) and onlinetooffline journeys: store to app/site, social to store, appointment bookings, sample requests, and consultation journeys.
• Work with tech and store operations to ensure customer identity and preferences travel across touchpoints (store, site, app, WhatsApp, call centre), enabling consistent recognition and personalization.

5. Analytics, martech & measurement

• Lead the analytics layer for CRM & loyalty: define the metric stack (retention, repeat rate, LTV, cohort health, campaign ROI) and build dashboards in partnership with analytics.
• Work handson with CRM and analytics tools (e.g. GA4, Zoho, CleverTap, MoEngage, or similar) to set up events, segments, journeys and attribution.
• Consolidate retention and CRM spend and ROI across owned channels, bank/partner offers and affiliates (where relevant); run monthly and quarterly performance reviews.
• Work closely with Tech/engineering and external vendors to design and maintain data pipelines between Shopify, Zoho, analytics/attribution tools, the data warehouse and BI dashboards, ensuring a single, trusted source of truth.

6. Collaboration & leadership

• Act as the central owner for retention & CRM across Marketing, Ecommerce, Retail, Product, Tech and Finance aligning roadmaps and making tradeoffs explicit.
• Translate data into clear, simple narratives and recommendations for leadership, with sharp hypotheses and measurable next steps.

7. Business analytics support for leadership team

• Act as the primary inhouse data & analytics resource for the CEO and leadership team, beyond CRM and loyalty.
• Build and maintain concise dashboards and oneoff analyses on key business questions: store performance, category contribution, cohort behaviour, channel mix, marketing ROI, and customer economics.
• Translate raw data into clear insight packs and narratives that inform strategic decisions on assortment, pricing, network expansion and marketing investment.
• Coordinate with external agencies or BI partners (if any) to ensure data definitions and reports are consistent.

8. Marketing data stack & firstparty data architecture

• Coown, with Tech and external partners, the marketing and customer data stack roadmap from basic integrations (Shopify, Zoho, GA4, GTM) to a central data warehouse/miniCDP and BI dashboards.
• Ensure clean, reliable firstparty data collection across online and offline touchpoints by setting up correct events, taxonomies and tracking (e.g. GA4, GTM, Meta Conversions API, consent management), aligned with privacy norms.
• Work with Tech/partners to pipe data into a warehouse (e.g. BigQuery or similar) and BI tools (Power BI/Zoho Analytics, etc.), enabling unified reporting on cohorts, LTV, repeat, and omnichannel ROI.
• Contribute to the identity resolution layer connecting swatch/sample requests, web behaviour and instore purchases into a single customer view, and feeding this into CRM, paid media, and automation tools.
• Partner with data/engineering or external specialists to pilot basic predictive models (e.g. nextpurchase likelihood, churn propensity, category affinities) and use these in CRM and media targeting over time.

Must have background

• 5-9 years of experience in CRM, retention, loyalty and/or lifecycle marketing in consumer lifestyle businesses.
• Mandatory: Proven experience in reputed Home Furnishing / lifestyle / fashion / jewellery brands with both brickandmortar and ecommerce presence (e.g. Tanishq, HomeCentre, Westside, H&M, Lifestyle, Fabindia, etc.).
• You understand store realities (traffic, ticket size, store staff role) as well as D2C/ecom journeys (funnels, cohorts, subscription/newsletter flows).
• Strong handson experience with martech/CRM platforms (e.g. GA4, CleverTap, MoEngage, WebEngage, AppsFlyer or similar) for segmentation, journey setup and performance tracking.
• Deep comfort with data and experimentation: Excel/Power BI, cohort analysis, funnel diagnostics, campaign and ROI analysis.
• Experience designing and optimizing multichannel campaigns (Email, SMS, WhatsApp, Push, inapp/site) and working closely with design/content teams to bring them to life.
• Handson exposure to building or working with a marketing data stack e.g. event instrumentation with GA4/GTM, basic data warehouse/BI setup (BigQuery, Snowflake, Power BI, Zoho Analytics or similar), or CDP/miniCDP tools (Klaviyo, Segment, RudderStack, WebEngage, MoEngage, etc.).
• Graduation in Maths/Statistics followed by Post Graduate in Marketing/Analytics from a reputed institute is preferred.
• Experience working with loyalty partners (banks, wallets, associations, institutions) for cocreated offers and benefits.

Nice to have

• Exposure to premium or luxury customer segments, with an understanding of HNI/UHNI expectations, softer drivers of loyalty (experience, access, service) and lowfrequency, highconsideration purchase cycles.
• Prior work in brands that integrate craft, design, or art in their positioning will be a plus.