Retention Marketing Manager

Designation/Grade will be based upon interview feedback.

Position Overview

We are looking for a dynamic, data-driven, and customer-centric Retention Marketing Manager to lead our guest engagement programs. This role will be responsible for developing and executing strategies to improve guest retention, manage our loyalty program, and oversee CRM operations ensuring timely, personalized, and impactful customer communications across channels.

Key Responsibilities

Retention Strategy & Execution

• Define and execute Barbeque Nations customer retention strategy to improve repeat visits and reduce churn.
• Build monthly and annual retention campaign calendars for birthdays, anniversaries, festive occasions, and feedback follow-ups.
• Conceptualize offers, promotions, and personalized engagement nudges based on customer segments and behaviour.

CRM Platform & Campaign Management

• Coordinate with tech teams to manage the CRM platform
• Create and optimize customer journeys: welcome journeys, feedback requests, birthday offers, inactivity triggers, and loyalty tier upgrades.
• Build, maintain, and update customer segments based on recency, frequency, monetary value, and behavioural attributes.
• Execute campaigns across multiple direct channels: Email, SMS, Push Notifications, and WhatsApp.
• Track campaign performance metrics: open rates, click-through rates, redemption rates, and conversions.

Loyalty Program Management

• Manage the loyalty programs design, benefits structure, rewards catalogue, and tier mechanisms.
• Track program performance: enrollments, active members, redemption rates, and incremental revenue contribution.
• Plan and launch loyalty-exclusive promotions, events, and upgrades.
• Coordinate with operations and technology teams for program integrations and enhancements.

Data & Insights

• Work with the Retention Executive to analyze customer data, churn patterns, cohort performances, and campaign effectiveness.
• Generate actionable insights and recommendations to optimize campaign targeting, offer design, and customer journeys.
• Prepare regular reports and dashboards for leadership review.

Cross-Functional Coordination

• Collaborate with marketing, operations, and digital teams for campaign execution.
• Align retention and loyalty efforts with business objectives, national marketing plans, and new menu or product launches.
• Coordinate with creative and content teams for campaign messaging and assets.

Key Skills & Qualifications

• 6-8 years of experience in CRM, customer retention, or loyalty program management (preferably in hospitality, F&B, retail, or e-commerce).
• Strong knowledge of CRM platforms and direct marketing channels (Email, SMS, Push, WhatsApp).
• Data-driven with hands-on experience in campaign analysis, customer segmentation, and reporting.
• Excellent data management, analytical, project management and cross-functional collaboration skills.
• Strong communication skills, both written and verbal.
• Comfortable working in a fast-paced environment.