Retention Marketing Manager

Audym Lifesciences & Research; Hyderabad; On-site; INR 900,000 - 1,800,000; Full time

Job summary

Xtovia, a Hyderabad-based science-backed haircare brand, is seeking a Retention & Growth Manager to own the customer lifecycle. This hands-on role focuses on retention marketing, repeat purchases, loyalty, and building a scalable CRM engine.

You will manage campaigns across WhatsApp, Email, SMS, and other channels, develop replenishment and cross-sell journeys, run experiments, and collaborate with content and creative teams to boost retention and lifetime value.

Qualifications

• 2-5 years of experience in Retention Marketing, CRM, Lifecycle Marketing, D2C or E-commerce.
• Strong understanding of customer lifecycle and retention marketing.
• Hands-on experience with WhatsApp, Email, SMS and CRM platforms.
• Strong analytical skills and comfort working with customer data.
• Experience with Shopify and D2C analytics is a plus.
• Experience in beauty, personal care or consumer brands is preferred.
• Strong communication and copywriting skills.
• Someone who enjoys experimenting and learning what makes customers come back.

Responsibilities

• Own and execute Xtovia's retention and repeat-purchase strategy.
• Identify opportunities to increase repeat purchase rate, purchase frequency and LTV.
• Analyse customer behaviour to understand repurchase, churn or inactivity.
• Build replenishment strategies based on usage cycles.
• Develop cross-sell and upsell journeys across the product portfolio.
• Build win-back strategies for dormant customers.

Skills

Retention marketing

CRM

Lifecycle marketing

D2C / E-commerce

Analytical skills

Copywriting

Startup mindset

Tools

Shopify

CRM platforms

WhatsApp

Email

SMS

A/B testing

Job description

RETENTION & GROWTH MANAGER - XTOVIA

Location: Hyderabad

Work Mode: Full-Time | Work From Office

Experience: 2-5 years

Industry: Beauty & Haircare / D2C

About XTOVIA

Xtovia is a Hyderabad-based, science-backed haircare brand reimagining Indian beauty at global standards. Powered by our proprietary TriLayerX bond-repair technology, Xtovia is building a new generation of high-performance haircare for Indian hair.

We are a fast-growing D2C brand building a strong customer community and a long-term relationship with our customers through product innovation, education and personalised experiences.

About the Role

We're looking for a Retention & Growth Manager to take ownership of the customer lifecycle at Xtovia. The core focus of this role is retention marketing converting first-time buyers into repeat customers, increasing customer lifetime value, and building a loyal customer base.

You will work across CRM, customer segmentation, lifecycle campaigns, loyalty, referrals, reactivation and customer engagement. This is a highly hands-on role where you will be expected to analyse, experiment, execute and learn quickly.

What You'll Do

Customer Retention

• Own and execute Xtovia's retention and repeat-purchase strategy.
• Identify opportunities to increase repeat purchase rate, purchase frequency and LTV.
• Analyse customer behaviour to understand why customers repurchase, churn or become inactive.
• Build replenishment strategies based on product usage and consumption cycles.
• Develop cross-sell and upsell journeys across the product portfolio.
• Build win-back strategies for dormant and lapsed customers.

CRM & Lifecycle Marketing

• Own the customer journey from first purchase product experience replenishment repeat purchase loyalty advocacy.
• Plan and execute campaigns across WhatsApp, Email, SMS and other CRM channels.
• Build automated journeys for welcome, post-purchase, product education, replenishment, cross-sell, upsell, abandoned cart and win-back.
• Test different messaging, offers, content, timing and customer segments.
• Work closely with the content and creative teams to develop high-performing CRM campaigns.

Loyalty & Community

• Build and manage loyalty and rewards initiatives.
• Develop referral programs to turn existing customers into acquisition channels.
• Drive customer reviews, UGC, testimonials and referrals.
• Create campaigns that build engagement and brand affinity beyond discount-led marketing.

Data & Experimentation

• Track Repeat Purchase Rate, LTV, Churn, Purchase Frequency, CRM Revenue, AOV and Reactivation Rate.
• Build customer segments based on purchase behaviour, recency, frequency, product purchased and customer value.
• Analyse campaign performance and identify growth opportunities.
• Run A/B tests and continuously optimise the customer lifecycle.

What We’re Looking For

• 2-5 years of experience in Retention Marketing, CRM, Lifecycle Marketing, D2C or E-commerce.
• Strong understanding of customer lifecycle and retention marketing.
• Hands-on experience with WhatsApp, Email, SMS and CRM/marketing automation platforms.
• Strong analytical skills and comfort working with customer data.
• Experience with Shopify and D2C analytics is a plus.
• Experience in beauty, personal care, wellness or consumer brands is preferred.
• Strong communication and copywriting skills.
• Someone who enjoys experimenting and finding out what actually makes customers come back.
• A hands‑on, ownership‑driven startup mindset.

What Success Looks Like

Your core goal: Turn first-time customers into repeat customers and repeat customers into loyal Xtovia advocates.

You will be responsible for improving: Repeat Purchase Rate | Customer LTV | Purchase Frequency | CRM Revenue | Reactivation | Customer Engagement | Referrals

Why Join Xtovia?

• Work directly with the founding team.
• Own retention marketing for a fast-growing Indian haircare brand.
• Build the CRM, loyalty and customer lifecycle engine from the ground up.
• Get exposure to D2C growth, consumer behaviour, data and brand building.
• High ownership, experimentation and learning.