CRM & Lifecycle Marketing Manager

Responsibilities

• End-to-end metric ownership Be fully accountable for a defined lifecycle KPI (e.g., activation, D7 retention, churn rate) — set targets, build roadmap, deliver improvements and own outcomes.
• Campaign setup & CRM operations (Clevertap / Braze / etc.) Build, configure, QA and execute campaigns and automated journeys in the CRM platform (Clevertap or equivalent) — audience selection, triggers, scheduling, tagging, and delivery monitoring.
• Segmentation & personalization Define behavioural and transactional cohorts, implement dynamic personalization rules, and maintain audience hygiene to ensure relevance and lift.
• Experimentation & optimization Design and run A/B and holdout experiments, analyse uplift, and iterate on messaging, timing and frequency to maximize impact.
• Analysis, reporting & cross-functional alignment Track and interpret campaign and funnel metrics, maintain dashboards, produce concise insights and recommendations, and coordinate with Product, Data and CX for dependencies and fixes.
• Improvement in owned lifecycle metric — measurable growth in activation, retention, reactivation, or churn reduction for the assigned user cohort.
• High-quality campaign execution — error-free setup, timely delivery, and consistent hygiene across CRM journeys and automations.
• Increased user engagement & watch conversion — stronger daily/weekly active ratios and deeper content consumption.
• Data-driven optimization — regular testing and iteration leading to improved CTRs, conversions, and journey completion rates.
• Actionable insights for business teams — clear reporting and learnings that inform product and marketing decisions.

Qualifications:

• End-to-end Lifecycle Ownership – ability to plan, execute, and measure campaigns for a defined metric or stage (e.g., activation, retention).
• CRM Automation Expertise – hands-on execution using tools like Clevertap ,MoEngage, WebEngage
• User Segmentation & Targeting – defining cohorts based on behaviour, subscription status, and engagement data.
• Cross-channel Campaign Management – executing communication via push, WhatsApp, SMS, RCS, email, and in-app along with Spends optimization.
• Data Analysis & Reporting – tracking key KPIs and metrics (eg. DAU, WAU, retention %, watch conversion, churn) and deriving insights along with RCA
• A/B Testing & Experimentation – Continuously ideating , setting up and evaluating experiments to improve conversion and retention.
• Journey & Funnel Optimization – identifying drop-offs and improving user progression through lifecycle stages.
• Copy & Creative Collaboration – working with content/design teams to ensure messaging relevance and clarity.
• Stakeholder Collaboration – aligning with product, CX, Content and data teams for execution dependencies.
• Ownership Mindset – accountable for end outcomes and continuously optimizing performance of the assigned metric.