Senior Manager - Retention Marketing

Role Overview :

As the SM/DGM Retention Marketing, this leadership role is accountable for the profitable P&L growth of the D2C Website for Owned Beauty Brands. The Sr Manager is the central driver for customer retention and acquisition, overseeing the entire customer lifecycle management (CLM/CRM) strategy and optimizing the D2C platform.

Key Responsibilities :

I. Retention & Customer Lifecycle Management (CLM)

• Cohort Strategy: Own and accurately track all cohort retention metrics across the user journey, translating data into actionable insights and strategic decisions.
• Loyalty & Repeat: Design and spearhead initiatives focused on improving user retention, enhancing customer loyalty, and increasing repeat purchase frequency.
• Performance Monitoring: Proactively identify and flag critical trends, risks, or high-potential opportunities to the relevant Business, Product, and Analytics teams.
• CRM Execution: Define, execute, and continuously optimize end-to-end customer lifecycle campaigns across multiple channels, including Email, SMS, Push Notifications, and In-App messaging.
• Personalization: Collaborate with Content and Product teams to ensure highly personalized messaging and offers are delivered across all customer segments, leveraging data for dynamic targeting and behavioral triggers.

II. Strategic Partnerships & Affiliates

• Bank & Payments: Lead offer strategy, planning, and business development with all major banks and payment partners.
• Relationship Management: Build and maintain long-term, strategic relationships with financial institutions to drive co-funded promotions and high-volume transaction-based growth.
• Affiliate Ecosystem: Own the complete affiliate marketing ecosystem, managing key partners (e.g., CashKaro, Admitad) and payment platforms (e.g., PhonePe, Paytm, Cred).
• 3rd Party Growth: Build and leverage strategic Growth partnerships with external platforms, including food delivery apps, OTT services, and other E-commerce platforms.
• Tracking & Accountability: Manage partnership calendars and budget controls, ensuring performance accountability is rigorously tracked through tools like AppsFlyer and Mixpanel.

III. Financial Planning & Performance

• Marketing Spend Consolidation: Consolidate and maintain a comprehensive overview of marketing spend across all retention and affiliate channels.
• ROI Analysis: Rigorously monitor campaign performance, tracking uplift and calculating Return on Investment (ROI) against all marketing expenditures.
• Budget Management: Conduct monthly and quarterly budget reviews, driving strategic cost optimization initiatives across the Growth function.

Qualification, Experience & Skills Required:

• MBA/PGDM in Marketing
• 58 years of experience in Retention Marketing, CRM, Affiliate/Partnerships, or Growth Marketing.
• Deep understanding of user segmentation, marketing funnels, and lifecycle communication.
• Experience working with Martech tools like Clevertap, MoEngage, Mixpanel, AppsFlyer, Google Analytics, etc.
• Analytical mindset with strong proficiency in Excel and campaign performance analysis.
• Excellent stakeholder management and project coordination abilities.