Retention Brand Manager

Industry Preference: D2C, E-commerce (Health, Nutrition, FMCG experience is a strong plus) Tools: WebEngage, MoEngage, Clevertap, Google Analytics, Shopify

About the Role

As the Retention Marketing Manager at Good Monk, you will own the complete customer lifecycle, from first purchase to long-term loyalty. Your core mission is to drive repeat orders, improve LTV, and build meaningful, value-led communication across Email, WhatsApp, SMS, and App Push.

Key Responsibilities

1. Lifecycle & CRM Strategy

• Build automated and personalized journeys across onboarding, education, replenishment, cross-sell, and win-back flows.
• Develop segmentation strategies using RFM, product usage patterns, family profiles, and nutrition needs.
• Own and drive KPIs: Repeat Purchase Rate, LTV, Active Subscribers, Monthly Retention Revenue.

2. Campaign Planning & Execution

• Build monthly CRM and retention calendars aligned with product launches and brand priorities.
• Execute high-performing campaigns focused on benefits, habit-building, and family health.
• Run targeted Email + WhatsApp campaigns for restock reminders, education, referrals, reviews, and festive events.

3. Segmentation & Personalization

• Build and manage cohorts based on user attributes, purchase behavior, and lifecycle stage.
• Deliver highly personalized, contextual communication to improve adoption, consistency, and retention.

4. Analytics, Insights & Reporting

• Track all retention KPIs through WebEngage/MoEngage dashboards.
• Analyze journey performance, drop-offs, content effectiveness, and cohort behavior.
• Study replenishment cycles across key SKUs (30-day, 45-day, etc.) to optimize nudges.
• Conduct A/B tests across content, offers, timing, creatives, and subject lines to improve conversion.

5. Cross-Functional Collaboration

• Work with Creative teams to develop value-first communication around immunity, energy, protein, and family wellness.
• Collaborate with Performance Marketing for audience syncing, retargeting, and reactivation campaigns.

6. Performance Marketing Integration

• Partner with Performance Marketing to ensure a seamless experience from acquisition to retention.
• Build high-intent custom and lookalike audiences using CRM data for Meta & Google.
• Support remarketing, reactivation, and churn-winback initiatives based on CRM signals.

Requirements

• 3-4 years of hands-on CRM/Retention experience (D2C health/wellness preferred).
• Strong command of WebEngage, MoEngage, or Clevertap.
• Deep understanding of Shopify, GA, user analytics, and cohort analysis.
• Experience building lifecycle funnels, replenishment journeys, and subscription flows.
• Understanding of paid marketing fundamentals (Meta/Google) and audience strategy is a plus.
• Data-driven mindset with strong communication and cross-functional collaboration skills.