Retention Marketing Specialist

Mumbai, Worli |

About Knya

Knya is a funded, fast-growing D2C brand redefining healthcare apparel for modern professionals, backed by DSG Consumer Partners. We combine functionality, comfort, and aesthetics to serve a community that deserves more from their workwear. Our culture values ownership, experimentation, speed, and customer obsession.

What Are You Entering Into

Knya is one of Indias fastest-growing healthcare apparel brands and were just getting started. When you join us, youre not filling a seat. Youre stepping into a company that is actively being built, where the work you do today shapes what Knya looks like tomorrow. Were a team of driven people who care deeply about what were building, move with purpose, and back each other to grow. If youre looking for a place where your contribution is visible, your growth is real, and your work actually matters to the people who wear what we make, this is it.

Role Overview

We are looking for a customer-obsessed Retention Marketing Manager to own the full customer lifecycle at Knya. From the moment someone makes their first purchase, you will be responsible for keeping them engaged, bringing them back, and turning them into long-term Knya advocates. This is a high-ownership role. You will design and run multi-channel campaigns across email, push, and SMS using CleverTap, working with Shopify data to build experiences that feel personal and timely. You will track what matters, test constantly, and act on what the numbers tell you.

Key Responsibilities

• • Lifecycle Campaigns Build and automate customer journeys on CleverTap covering onboarding,
• engagement, re-engagement, and win-back flows. Own the logic, the copy brief, and the results.
• • Shopify and CRM Use Shopify purchase history and customer segments to personalise post-purchase
• experiences and upsell opportunities. Make every touchpoint feel relevant.
• • Segmentation Segment customers by behaviour, purchase frequency, and lifecycle stage. Send the right
• message to the right person at the right time.
• • Analytics Track repeat purchase rate, LTV, churn, and campaign performance. Do not just report the
• numbers. Explain what they mean and what you are doing about them.

• Experimentation Run A/B tests continuously across subject lines, creatives, timing, and channel mix. Build aculture of testing within the retention function.
• Reporting Share clear, regular performance updates with the team and leadership. Keep everyone aligned on what is working and what needs to change.
•  Collaboration Work closely with the growth, creative, and product teams to keep retention aligned with

broader business goals and brand voice.

Must Haves

• 2 to 7 years of hands-on experience in retention, CRM, or lifecycle marketing, preferably at a D2C or

e-commerce brand.

• Strong proficiency in CleverTap including journey builder, segmentation, push, in-app, email automation, and analytics.
• Working knowledge of Shopify, including customer data, order history, and integrations.
• Strong analytical mindset. You can read cohort data, funnel metrics, and retention curves and know what to do with them.
• Solid understanding of customer psychology, behavioural triggers, and lifecycle marketing principles.
• Experience with A/B testing and working with statistical significance in a marketing context.
• Excellent written communication skills. You can write customer-facing copy across channels that actually

converts.

Good to Have

• Experience with additional CRM or CDP tools such as MoEngage, Braze, Klaviyo, or WebEngage.
• Familiarity with SQL or basic data querying for self-serve analytics.
• Knowledge of subscription or loyalty programme mechanics.
• Prior experience scaling a retention function from early-stage to growth-stage at a D2C brand.