Specialist - CRM & Growth Marketing

Specialist CRM & Growth Marketing

This role will work closely with performance marketing, e-commerce, and brand teams to turn customer data into meaningful business impact.

Key Responsibilities

1. CRM & Lifecycle Strategy

• Lead the end-to-end CRM strategy across Email and WhatsApp, ensuring campaigns are built to deliver measurable business outcomes (traffic, conversions, and retention).
• Build and optimize lifecycle journeys - welcome, abandon flows, reactivation, and post-purchase with clear testing frameworks (subject lines, timing, offers, creative).
• Plan monthly channel calendars in alignment with campaign, product, and performance teams.

2. Growth & Performance Ownership

• Set, track, and deliver channel KPIs: revenue, CVR, engagement rate, opt-out rate, and contribution to total sales.
• Design and execute initiatives to grow the subscriber base and improve activation and retention metrics.
• Work with performance marketing to link CRM insights with paid media audiences for lookalike and remarketing strategies.

3. Data, Segmentation & Personalization

• Use Zoho CRM to build and manage customer segmentation, unified profiles, and campaign targeting.
• Identify high-value segments (e.g., repeat purchasers, lapsed users, category-specific buyers) and tailor campaigns to drive higher LTV.
• Collaborate with tech/CRM teams to improve data hygiene, tagging, and event tracking.

4. Reporting & Insights

• Monitor channel performance weekly - conversions, engagement, revenue contribution and translate data into actionable insights.
• Present monthly performance summaries with key learnings, next steps, and A/B testing outcomes.
• Benchmark performance against industry standards and continuously recommend optimizations.

5. Collaboration & Execution

• Work closely with design, brand, and content teams to ensure messaging consistency and creative effectiveness.
• Coordinate with the performance marketing team to align campaigns and audiences.
• Liaise with tech partners (Klaviyo, Zoho, WhatsApp Business API) for platform optimization and automation improvements.

Qualifications & Skills

• 3 to 5 years of experience in CRM, growth marketing, or lifecycle marketing (retail or e-commerce preferred).
• Hands-on experience with Klaviyo, Zoho CRM, or similar tools.
• Strong understanding of customer journeys, segmentation, automation, and A/B testing.
• Analytical mindset with proficiency in data interpretation (Google Analytics, Looker Studio, CRM dashboards).
• Excellent communication and collaboration skills; ability to work cross-functionally.
• A results-driven approach comfortable taking ownership of KPIs and channel revenue.

What Success Looks Like

• Email & WhatsApp channels deliver consistent and growing contribution to total e-commerce revenue.
• CRM data is clean, segmented, and used for smarter targeting.
• Clear testing and optimization frameworks are in place for all lifecycle journeys.
• Regular insight-driven reporting that links CRM activity to business outcomes.