Required Skills: Customer Segmentation & Personalization, CRM & Lifecycle Marketing, Data Analysis & KPI Reporting, A/B Testing & Experimentation, Funnel & Journey Optimization
Criteria:
- Candidate should have Experience: 4–6 years in CRM & Lifecycle Marketing for digital-first/app-based platforms.
- Preferred Industry Exposure: Gaming / OTT / E-commerce
- Proven ability to own end-to-end lifecycle metrics such as activation, retention, churn reduction, or reactivation
- Strong hands-on experience with CRM automation platforms such as Clevertap, MoEngage, Braze, or WebEngage
- Expertise in user segmentation, cohort creation, and personalized targeting based on behavioral and transactional data
- Experience in managing cross-channel campaigns (Push, WhatsApp, SMS, Email, RCS, In-app) with a focus on ROI and spend optimization
- Proficient in data analysis, funnel tracking, KPI reporting, and deriving insights (DAU, WAU, retention %, churn, watch conversion)
- Hands-on experience with A/B testing, experiments, holdout groups, and iterative optimization
- Strong understanding of journey mapping and funnel optimization, with the ability to identify drop-offs and improve user progression
- Candidates must have a 70% strategy + 30% execution mindset, ideally from reputable consumer brands.
Description
We are looking for a CRM & Lifecycle Marketing Manager to own and drive key user lifecycle metrics at company. The ideal candidate is data-driven, detail-oriented, and experienced in executing CRM campaigns and automation journeys that drive activation, retention, and engagement.
This is a high-impact, ownership-driven role where you’ll be responsible for defining, executing, and optimizing end-to-end CRM strategies using platforms like Clevertap, MoEngage, or WebEngage.
Key Responsibilities:
1. End-to-end metric ownership Be fully accountable for a defined lifecycle KPI (e.g., activation, D7 retention, churn rate) — set targets, build roadmap, deliver improvements and own outcomes.
2. Campaign setup & CRM operations (Clevertap / Braze / etc.) Build, configure, QA and execute campaigns and automated journeys in the CRM platform (Clevertap or equivalent) — audience selection, triggers, scheduling, tagging, and delivery monitoring.
3. Segmentation & personalization Define behavioural and transactional cohorts, implement dynamic personalization rules, and maintain audience hygiene to ensure relevance and lift.
4. Experimentation & optimization Design and run A/B and holdout experiments, analyse uplift, and iterate on messaging, timing and frequency to maximize impact.
5. Analysis, reporting & cross-functional alignment Track and interpret campaign and funnel metrics, maintain dashboards, produce concise insights and recommendations, and coordinate with Product, Data and CX for dependencies and fixes.
Key Expected Outcomes:
1. Improvement in owned lifecycle metric — measurable growth in activation, retention, reactivation, or churn reduction for the assigned user cohort.
2. High-quality campaign execution — error-free setup, timely delivery, and consistent hygiene across CRM journeys and automations.
3. Increased user engagement & watch conversion — stronger daily/weekly active ratios and deeper content consumption.
4. Data-driven optimization — regular testing and iteration leading to improved CTRs, conversions, and journey completion rates.
5. Actionable insights for business teams — clear reporting and learnings that inform product and marketing decisions.
Requirements:
● End-to-end Lifecycle Ownership – ability to plan, execute, and measure campaigns for a defi ned metric or stage (e.g., activation, retention).
● CRM Automation Expertise – hands-on execution using tools like Clevertap ,MoEngage, WebEngage
● User Segmentation & Targeting – defi ning cohorts based on behaviour, subscription status, and engagement data.
● Cross-channel Campaign Management – executing communication via push, WhatsApp, SMS, RCS, email, and in-app along with Spends optimization
● Data Analysis & Reporting – tracking key KPIs and metrics (eg. DAU, WAU, retention %, watch conversion, churn) and deriving insights along with RCA
● A/B Testing & Experimentation – Continuously ideating, setting up and evaluating experiments to improve conversion and retention.
● Journey & Funnel Optimization – identifying drop-offs and improving user progression through lifecycle stages.
● Copy & Creative Collaboration – working with content/design teams to ensure messaging relevance and clarity.
● Stakeholder Collaboration – aligning with product, CX, Content and data teams for execution dependencies.
● Ownership Mindset – accountable for end outcomes and continuously optimizing performance of the assigned metric.
What will be the success metric for this role?
● Improvement in owned lifecycle metric — measurable growth in activation, retention, reactivation, or churn reduction for the assigned user cohort.
● High-quality campaign execution — error-free setup, timely delivery, and consistent hygiene across CRM journeys and automations.
● Increased user engagement & watch conversion — stronger daily/weekly active ratios and deeper content consumption.
● Data-driven optimization — regular testing and iteration leading to improved CTRs, conversions, and journey completion rates.
● Actionable insights for business teams — clear reporting and learnings that inform product and marketing decisions.
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