CRM Manager

Job Title

CRM Manager – BMW Motorrad (Lutyens Motorrad)

Delhi / Gurugram (BMW Motorrad – Lutyens Motorrad facilities)

Reporting To

General Manager / Dealer Principal / Head of Sales & Marketing

Job Purpose

To manage and enhance all aspects of customer relationship management (CRM) at the

dealership, with the goal of maximizing customer satisfaction, retention, loyalty, and lifetime

value. The CRM Manager will lead CRM strategy, campaigns, data analytics, customer lifecycle

communication, and ensure alignment with BMW Motorrad’s brand and dealership standards.

Key Responsibilities

1. CRM Strategy & Planning

Develop and implement CRM strategy aligned with dealership goals and BMW

Motorrad brand policies.

Define customer segments, lifecycle stages, touchpoints, and journey maps (from

lead generation to after-sales service and loyalty).

Set KPIs for CRM (retention rate, repeat purchase, upsell/cross-sell, response

rates, customer satisfaction etc.).

2. Lead Management & Sales Support

Ensure effective capture, distribution, tracking, follow-up of leads (online,

showroom, test ride, events etc.). Work with Sales team to optimize lead conversion, minimize lead leakage.

Support lead nurturing via targeted communications (email, SMS, WhatsApp

etc.).

3. Customer Retention & Loyalty Programs

o Design and run loyalty / retention initiatives (service reminders,

maintenance/after-sales communication, special offers etc.).

Re-engage inactive customers with tailored campaigns.

Monitor service interactions to ensure post-sales service keeps customers

engaged.

4. Campaign Management & Communication

Plan, execute, monitor CRM campaigns (email, SMS, WhatsApp, push

notifications etc.).

Coordinate with Marketing for digital and offline initiatives especially those

involving customer outreach and retention.

Ensure content is brand consistent and delivered in a timely manner.

5. Data Management & Analytics

Maintain customer database (DMS/CRM tools) with accurate data.

Segment customers, analyze data for insights (e.g. purchase behavior, service

history, customer satisfaction).

BMW Motorrad

Report regularly on CRM performance – metrics like open rates, click through,

response, conversions, churn etc.

6. Customer Experience & Feedback

Monitor customer satisfaction (surveys, feedback after sales/service). Identify pain points in customer journey and work cross-functionally (sales,

service, parts) to resolve them.

Ensure proactive communication (reminders, updates) to improve transparency

and trust.

7. Team & Stakeholder Collaboration

Liaise with Sales, Marketing, Service & Parts departments to align CRM

activities.

Possibly manage a small team or CRM / service / digital communication

executives. Ensure all staff understand and adhere to CRM best practices.

8. Tools & Systems

Own / maintain the CRM tool(s) used (dealership DMS/CRM).

Work on automation, workflows, trigger-based communications.

Ensure data privacy / compliance with applicable laws and BMW requirements.

9. Budgeting & ROI

Plan CRM budgets, ensure cost-effective campaign execution.

Evaluate the ROI of campaigns and initiatives; optimize continually.

Qualities & Skills Required

Bachelor’s degree in Business / Marketing / Communication or related field. (MBA

preferable)

Experience (3-5 years or more) in CRM / Customer Retention / After-Sales or related

role, preferably in automotive / luxury / premium brands.

Strong understanding of customer lifecycle and loyalty frameworks.

Hands-on experience with CRM / DMS tools, marketing automation.

Good analytical skills and comfort with metrics & reporting.

Excellent communication skills (written & verbal), high attention to detail.

Customer-centric mindset, problem solver.

Strong collaboration & stakeholder management skills.

Good organizational skills; ability to manage multiple campaigns and tasks.

Passion for motorcycles / automotive is a plus.

Key Performance Indicators (KPIs)

Lead to enquiry conversion rate

Lead response time

Customer retention rate / repeat purchase rate

Customer satisfaction / Net Promoter Score (NPS)

Service appointment adherence / follow-ups completed

Campaign open/click/conversion rates

Growth in loyalty program membership / participation

ROI of retention campaigns

Job Types: Full-time, Permanent

Pay: ₹30,000.00 - ₹45,000.00 per month

Benefits:

• Provident Fund

Work Location: In person