Retention Brand Manager

2 - 5 years

4 - 8 Lacs

Posted:15 hours ago| Platform: Naukri logo

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Job Type

Full Time

Job Description

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.

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