Senior Officer - CRM Loyalty

Tata CLiQ; Mumbai; On-site; INR 550,000 - 850,000; Full time

Job summary

Tata CLiQ in Mumbai (Vikhroli) is seeking a Senior Officer CRM Loyalty to drive wallet and CRM loyalty initiatives, focusing on customer analytics, cohort strategy, campaign execution and performance tracking to boost activation, repeat purchases and retention.

You will work with Marketing, Analytics and Technology, execute multi-channel campaigns via email, SMS, push, WhatsApp and in-app channels, and build dashboards to measure open rates, CTR, conversions and incremental revenue.

Qualifications

• Strong analytical, numerical and problem-solving skills.
• Proficiency in Excel/Google Sheets and comfort working with data.
• Attention to detail and strong execution skills.
• Good written and verbal communication skills.
• Customer-first mindset and ability to work collaboratively.
• 1–4 years of experience in CRM, digital marketing, marketing operations or related roles.
• Bachelor's degree in Marketing, Business, Communications or a related field.

Responsibilities

• Wallet & Loyalty Management: support wallet campaigns across brands and categories; identify relevant customer cohorts; coordinate wallet issuance, validity and campaign setup; track wallet issuance, redemption, activation, GMV and incremental business; identify opportunities to drive repeat purchases and engagement.
• CRM Strategy & Campaign Execution: plan and execute CRM campaigns across the customer lifecycle (onboarding, activation, reactivation, repeat purchases, win-back); define cohorts, wallet incentives, campaign validity and communication strategies; execute campaigns across email, SMS, push, WhatsApp and in-app channels; develop promotional propositions to improve engagement and conversion.
• Customer Analytics & Performance Tracking: use SQL, Excel and Google Sheets to extract, validate and analyse data; build cohorts using lifecycle stages, RFM and affinity; track campaigns on open rates, CTR, conversions, repeat purchase and retention; analyse CLV and incremental impact; prepare dashboards and reports.
• Cross-Functional Coordination: collaborate with Business, Marketing, Product, Analytics, Technology and Creative teams; coordinate campaign creatives and timelines; ensure smooth execution of dependencies.
• Process & Continuous Improvement: maintain calendars and documentation; ensure compliance with guidelines and consent; support A/B testing and experiments; stay updated on CRM best practices and tools.

Skills

Analytical skills

Excel/Sheets

Attention to detail

Communication skills

Customer-centric mindset

Education

Bachelor's degree in Marketing, Business, Communications or related field

Tools

CRM tools

Job description

Senior Officer - CRM Loyalty

Experience: 1-4 Years

Location: Vikhroli

Role Overview

We are looking for a detail-oriented and data-driven Senior Officer CRM Loyalty to support the growth and optimization of wallet and other CRM loyalty initiatives at Tata CLiQ. The role will focus on customer analytics, cohort strategy, campaign execution and performance tracking to drive customer activation, repeat purchases, retention and incremental revenue.

Key Responsibilities

1. Wallet & Loyalty Management

• Support the planning and execution of wallet campaigns across brands and categories.
• Identify relevant customer cohorts based on purchase history, brand affinity, recency, frequency and propensity.
• Coordinate wallet issuance, validity, restrictions and campaign setup.
• Track wallet issuance, redemption, customer activation, GMV and incremental business.
• Identify new opportunities to drive repeat purchases, purchase frequency and customer engagement.

2. CRM Strategy & Campaign Execution

• Plan and execute CRM campaigns across the customer lifecycle, including onboarding, activation, reactivation, repeat purchases and win-back initiatives.
• Define customer cohorts, wallet incentives, campaign validity and communication strategies.
• Execute campaigns across email, SMS, push notifications, WhatsApp and in-app channels.
• Develop promotional propositions to improve customer engagement and conversion.

3. Customer Analytics & Performance Tracking

• Use SQL, Excel and Google Sheets to extract, validate and analyse customer, transaction and campaign data.
• Build customer cohorts using lifecycle stages, RFM behaviour and brand/category affinity.
• Track campaign performance across open rates, CTR, conversions, repeat purchase rates and retention.
• Analyse customer lifetime value, purchase frequency and incremental campaign impact through test-vs-control and pre/post analysis.
• Prepare dashboards, performance reports and actionable recommendations.

4. Cross-Functional Coordination

• Collaborate with Business, Marketing, Product, Analytics, Technology and Creative teams to execute CRM initiatives.
• Coordinate campaign creatives, content, setup requirements and timelines.
• Ensure smooth execution and timely closure of campaign dependencies.

5. Process & Continuous Improvement

• Maintain campaign calendars, process documentation, reports and campaign learnings.
• Ensure adherence to internal guidelines, customer consent and communication policies.
• Support A/B testing, pilots and experiments to improve campaign effectiveness.
• Stay updated on CRM best practices, marketing automation tools and customer engagement trends.

Must-Have Skills

• Strong analytical, numerical and problem-solving skills.
• Proficiency in Excel/Google Sheets and comfort working with data.
• Attention to detail and strong execution skills.
• Good written and verbal communication skills.
• Customer-first mindset and ability to work collaboratively.

Good-to-Have Skills

• Prior experience in CRM, lifecycle marketing, digital marketing or marketing operations.
• Familiarity with CRM and marketing automation tools.
• Exposure to dashboards, SQL and basic analytics.
• Understanding of customer funnels, retention and loyalty metrics.

Qualifications & Experience

• Bachelor's degree in Marketing, Business, Communications or a related field.
• 1–4 years of experience in CRM, digital marketing, marketing operations or related roles.
• Ability to balance analytical responsibilities with campaign planning and execution.