Lifecycle & Retention Lead

Job Description:

• Own the end-to-end customer lifecycle communication strategy, from signup and first order through repeat purchase and loyalty, with clear conversion and retention objectives at each stage.
• Design and manage onboarding, first-to-second-order, repeat-purchase, cross-sell, frequency-building, VIP, win-back, and reactivation campaigns to improve conversion, retention, order frequency, and ARPU.
• Develop and maintain cohort-based retention journeys, including M1, M3, and M6 cohorts, at-risk users, dormant customers, and churned users.
• Own the CRM campaign calendar across push, SMS, WhatsApp, email, and in-app channels, ensuring campaigns are appropriately timed, targeted, and aligned with business priorities.
• Build and maintain a comprehensive customer segmentation framework using RFM, behavioral, demographic, value-tier, and lifecycle-based segments.
• Define audience eligibility, exclusion rules, frequency caps, and channel preferences to ensure relevant communication and minimize message fatigue.
• Own the CRM platform and vendor relationship, including platform enhancements, feature roadmap, and ongoing optimization.
• Monitor CRM channel and campaign performance, including deliverability, engagement, conversion, incremental orders, CRM-attributed GMV, and ROI.
• Develop and execute a structured A/B testing roadmap across lifecycle stages, ensuring statistical rigor and translating learnings into an evolving CRM playbook.
• Build and maintain holdout and control group methodologies to measure the incremental impact of CRM campaigns.
• Own CRM reporting and present regular performance reviews to leadership, highlighting conversion, retention, and revenue trends, key insights, and recommended actions.
• Partner with Growth Analytics, Brand, Product, Operations, and Category teams to align CRM initiatives with customer insights, promotional calendars, product launches, voucher campaigns, and seasonal opportunities.

Skills & Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or related field; Master’s preferred.
• 3 – 5 years of total experience with at least 3 years in CRM, lifecycle marketing, or retention marketing.
• Demonstrated experience building stage-based or milestone-based lifecycle programs (not just running calendar-driven blast campaigns).
• Hands-on expertise with at least one major CRM platform (MoEngage, CleverTap, Braze, WebEngage, Iterable, or similar).
• Strong analytical foundation; able to read cohort reports, run basic SQL queries, and interpret A/B test results at conversion-rate level.
• Understanding of copywriting and creative judgment in both English and Roman Urdu.