Head of CRM

Location: PuneExperience: 6–10 years

Department: Retention / Lifecycle Marketing

About the Role

We are looking for a Head of CRM who will own the complete customer lifecycle and drive growth through retention, repeat purchases, reactivation and customer engagement across D2C and other relevant channels.

Key Responsibilities

• Own the overall CRM & Retention strategy across the customer lifecycle.
• Drive repeat revenue, retention, LTV and customer frequency.
• Build customer journeys across WhatsApp, Email, SMS, Push Notifications and other CRM channels.
• Develop segmentation based on RFM, purchase behaviour, category, cohorts and customer value.
• Build automated lifecycle journeys — Welcome, First-to-Second Purchase, Cross-sell, Replenishment, Win-back, Abandoned Cart, etc.
• Own CRM calendars for campaigns, launches, offers and key sale events.
• Identify opportunities to increase AOV, purchase frequency and product cross-sell.
• Analyse customer cohorts and identify key retention & churn drivers.
• Work closely with Growth, Performance Marketing, Product, Creative and Data teams.
• Manage CRM platforms/agencies and ensure efficient utilisation of CRM spends.
• Build dashboards and track Revenue, Repeat Rate, M1/M2/M3 retention, LTV, CAC, CRM revenue contribution, engagement and ROI.
• Continuously run A/B tests across communication, offers, timing, audience and journeys.
• Develop strategies to increase the value of our existing customer base and reduce dependency on new customer acquisition.What We’re Looking For?
• 6–10 years of experience in CRM / Retention / Lifecycle Marketing, preferably in D2C, FMCG, Beauty or Consumer brands.
• Strong understanding of D2C customer behaviour and retention metrics.
• Hands-on experience with WhatsApp, Email, SMS and Push CRM.
• Strong analytical and data-driven mindset.
• Experience with CRM tools such as QuickEngage, MoEngage, CleverTap, WebEngage, Klaviyo, Gupshup etc.
• Strong understanding of cohort analysis, LTV, retention and customer segmentation.
• Ability to independently build and execute CRM strategy, rather than just campaign execution.
• Strong communication and stakeholder management skills.