Manager/ Lead- CRM Analytics

Role Overview

customer data management, campaign planning, and modern CRM tools with the ability to leverage artificial intelligence

Key Responsibilities

1. CRM Strategy and Planning

• Develop and implement a comprehensive CRM strategy that drives engagement, retention, and growth across online and offline channels.
• Define customer segmentation models and lifecycle communication frameworks aligned with business objectives.
• Establish measurable goals and KPIs for CRM performance and continuously refine strategies to improve ROI.

2. Campaign Management

• Plan, execute, and optimise data-driven campaigns across email, SMS, WhatsApp, mobile web, and in-store channels.
• Develop and oversee automated journeys such as onboarding, reactivation, and loyalty-based campaigns.
• Ensure alignment of creative, content, and timing for consistent brand messaging across all channels.
• Monitor and report campaign performance with insights and actionable recommendations.]

3. Data Management and Analytics

• Manage the consolidation and maintenance of customer data across POS, website, app, and third-party systems to ensure a single customer view.
• Work closely with analytics and data science teams to identify behavioral trends and develop predictive models for churn, retention, and conversion.
• Maintain data hygiene, accuracy, and compliance with applicable data protection and privacy regulations.

4. CRM Technology and AI Integration

• Lead the implementation and optimisation of CRM and marketing automation tools such as Salesforce Marketing Cloud, WebEngage, MoEngage, or Braze.
• Leverage AI and machine learning models for personalised targeting, recommendation engines, and predictive customer insights.
• Evaluate emerging CRM technologies and work with internal teams and vendors to enhance automation and personalisation capabilities.

5. Cross-functional Collaboration

• Collaborate with marketing, retail operations, e-commerce, and product teams to ensure an integrated customer communication approach.
• Partner with technology and analytics functions to improve data flow, measurement accuracy, and system integration.
• Manage a team of CRM professionals and external partners to deliver high-quality, timely campaign execution.

Key Skills and Competencies

• Strong understanding of CRM principles, customer lifecycle management, and marketing automation.
• Proficiency with CRM and CDP platforms, customer data analytics, and AI-based marketing solutions.
• Analytical mindset with the ability to translate data insights into actionable business strategies.
• Excellent project management and cross-functional coordination skills.
• Working knowledge of SQL, Power BI/Tableau, and Google Analytics preferred.
• Strong understanding of data privacy regulations (GDPR, DPDP Act).

Qualifications and Experience

• Bachelor’s or Master’s degree in Marketing, Business Administration, or Data Analytics.

• Minimum 6 years of experience in CRM,

  customer lifecycle management, or data-driven marketing roles.
• Proven track record of managing CRM initiatives in a large omnichannel retail, e-commerce, or consumer business environment.
• Demonstrated experience in using AI or machine learning-driven personalisation and campaign optimisation..

Performance Metrics

• Customer retention and repeat purchase rates.
• CRM campaign engagement and conversion performance.
• Growth of loyalty and reactivation segments.
• Data accuracy and campaign ROI.
• Incremental revenue contribution from CRM activities.