Engagement of B2C customers, as measured through active customers on app, traffic on web

Partner with B2C and Marketing team to align on GTM plans, drive engaging communication to ensure sustained customer interest (visits, time spent etc.)
Partner with marketing to ascertain consistent, continuous and unified communication to customers across channels like social, app, retail, etc. Monitor execution of calendarized campaigns wherever feasible.
Provide creative inputs to business owners to improve CTRs and conversion, thereby achieving desired ROAS

Converting engagement to sales, as measured through repeat business, new customer acquisition

Drive interventions to convert intent to sale, therefore owning repeat business for B2C
Strategize and execute personalized conversations with loyal customers to further increase loyalty
Partner with marketing agencies to achieve the retention objective through remarketing

Enable repeat business for all MFL channels (retail, value, etc.), maximize customer lifetime value

Ascertain availability of clean database that is amenable to personalized and accurate communication
Continuously drive innovation and integration in tools, communication practices, content, medium, etc to sustain and improve customer engagement, thereby driving channel visits (footfalls)
Partner with product, MIS, tech to leverage internal and external tools and vendors to achieve repeat sales, recommend features and capability enhancements to drive repeat business efficiently
Increase repeat base and customer life cycle value

Analytics to drive spend efficiencies, as measured through channel ROAS

Optimize CRM spends by driving data availability and analytics for all channels, identifying high-propensity and segments
Monitor and advise operations across channels on input metrics like frequency, quality of copies, quality of imagery, tone, etc. to maximize click through and conversion
Get external agencies organized on data to maximize ROAS

Lead B2C - Martech & CRM