Retention Marketing Manager

Mission:

WHO WE ARE

Decathlon is one of the world's largest sporting goods retailers and manufacturers, started from 1976 in France. Currently present in 57 Countries. Our purpose is to "Move People Through The Wonders Of Sport". To achieve this, we are looking for a dynamic teammate, expecting to share his/her enthusiasm and passion for sports.

Please include case study in your application

Responsibilities:

1. Define, execute, and optimize retention marketing strategies to maximize customers returning to Decathlon for their sporting needs, maximize customer lifetime value (CLV) and purchase frequency of Decathlon’s in-store and online customers.
2. Cross-channel campaign management - end-to-end planning and execution of multi-channel Retention campaigns (Email, Push Notifications, WhatsApp, RCS, In-App, etc.) with a super strong focus on personalization and automation.
3. Insight and opportunity mining - regularly read business and campaign performance data, use analytics tools (Google Analytics, Amplitude, Tableau, Retention Marketing platforms, like CleverTap) to track performance, identify opportunities, and mine insights for continuous improvement of campaigns and customer retention strategies.
4. Completely own and manage campaign execution and reporting using Retention Marketing tools (like CleverTap).
5. Develop advanced segmentation, recommendation engines, and programs to engage customers at the right time with the right message.

Preferred Experience, Skill and Qualifications:

1. Minimum of

   2 years

   work experience (maximum 4) in Retention/CRM/Lifecycle Marketing, preferably in e-commerce, retail, or any digital-first companies.
2. Technical Skills:
3. Proficiency in operating CRM/marketing automation tools (e.g., CleverTap, Salesforce Marketing Cloud, MoEngage).
4. Experience or understanding with personalization engines, A/B testing, and customer segmentation.
5. Advanced analytical skills with Google Analytics, Tableau, Google Sheets.
6. Curiosity for technology and innovation: aptitude for writing simple scripts for campaign automation, solving problems and challenges using technology, prompts for agentic AI solutions, etc.
7. Strong understanding of customer segmentation, personalization engines, and A/B testing.
8. Ability to derive insights from various data visualizations.
9. Soft Skills:
10. Good written and verbal communication skills, passion in creative content or copy writing would be a bonus.
11. Problem solving and critical reasoning.
12. Strong project management and stakeholder collaboration skills.
13. Passion for sports, customer experience, and data-driven marketing.
14. Strong track record of delivering measurable results in customer retention or reactivation marketing.
15. Strong academic background. Engineering and Science graduates preferred.

Location:

Way of Working:

Profile

Case Study

Context:

Decathlon has a strong customer base of customers (online and in-store buyers) who play various sports. However, data shows that

• Some customers don’t make a second purchase within 365 days
• Some sport customers (like cycling customers, or football customers) return to shop much less compared to the other sport customers.
• The retention rates are different across channels too (online vs offline)
• Retention rates are different across geographies too

Decathlon wants to increase the 1-year retention rate by 10 percent in the next 6 months through retention marketing strategies.

Task:

1. Analyse and Diagnose: What could be the top 5 reasons for drop in retention? How would you validate these assumptions? What data would you need to analyse this? (Make all necessary assumptions required)
2. Strategy and Execution:
3. Choose two of the top 5 reasons, choose one sport and identify a hypothesis, with your reasoning on why, including your assumptions.
4. Propose one or two retention marketing strategies to improve repeat purchase. Include a channel strategy with Push Notifications, Email, WhatsAPP and SMS.
5. Explain the share of the budget you would be allocating to each channel and why.
6. Explain your approach on how you would personalize and automate these campaigns (why would you personalize and what tools you would use?). Include flow diagrams and images wherever possible.
7. Suggest how you would test your hypothesis based on data? What metrics would you use to measure this and how this metric proves that your hypothesis is right?

Note:

1. This case study measures your analytical ability, customer journey thinking, customer segmentation knowledge, tool proficiency (CRM tools, Google Analytics, Tableau, etc.), creativity and critical reasoning. So, please do not use AI.
2. Please complete the case study and submit it while applying for the role.

Please submit in PPT format, max 6 slides. Include your name, email ID and contact number. Please don’t miss giving edit access to the file for sreehari.menon@decathlon.com