Senior Manager - CRM (B2C Omni Channel Consumer Business)

Job Role: Senior Manager CRM (B2C Omni Channel Consumer Business)

Job Summary:

We are looking for a Senior Manager CRM to lead the end-to-end customer lifecycle and retention strategy for our B2C omni channel business. This role will own customer engagement, personalization, loyalty and repeat purchase growth across online and offline retail channels which includes combining data, automation and business strategy to drive measurable impact on retention, frequency and lifetime value, while working with a high-performing CRM team and working closely with Retail, Digital and Store marketing stakeholders.

Job Location:Tiruppur

: Responsibilities and Duties

CRM Strategy & Leadership

• Define and own the overall CRM & retention roadmap aligned to revenue and growth targets
• Drive lifecycle strategy across acquisition onboarding engagement loyalty win-back
• Lead annual/quarterly CRM planning tied to retail calendar (festivals, promotions, launches)
• Manage and mentor a CRM/retention team

Customer Lifecycle & Retention

• Design customer journeys for key segments (new, active, dormant, VIP, high-value)
• Improve repeat purchase, frequency, and customer lifetime value
• Own churn reduction and reactivation programs
• Build loyalty/rewards strategies to strengthen stickiness
  

Campaigns & Automation

• Lead multi-channel campaigns across Email, SMS, WhatsApp, Push, App, and in-store
• Implement automated journeys (browse abandon, cart abandon, replenishment, cross-sell, win-back)
• Ensure personalization at scale using behavioural triggers and RFM/CLV models
• Drive A/B testing and continuous optimization

Data, Analytics & Insights

• Build segmentation frameworks and customer cohorts
• Track KPIs: retention, repeat rate, CLV, churn, engagement, CRM revenue contribution
• Create dashboards and present insights to leadership
• Translate data into actionable growth initiatives

CRM Technology & Governance

• Own CRM stack and marketing automation platforms like salesforce etc
• Ensure data hygiene, tagging, compliance, and consent management
• Work with tech/analytics teams for integrations and enhancements

Cross-Functional Collaboration

• Partner with Retail Ops, Performance Marketing, Category, Product, and Loyalty teams
• Align CRM with store campaigns, digital promotions, and merchandising plans
• Support omnichannel customer experience initiatives

Key Deliverables / Success Metrics

• Customer retention & repeat purchase rate – Omni channel
• Customer lifetime value (CLV)
• Churn rate
• CRM-attributed revenue
• Engagement metrics (open, click, conversion)
• Loyalty program participation

Required Experience, Skills, and Qualifications:

• 6 to12 years of experience in CRM / Lifecycle / Retention Marketing preferably from B2C retail, ecommerce, D2C or consumer brand
• Experience leading teams and owning P&L impact
• Hands-on CRM automation tools
• Strong segmentation & analytics capability
• SQL / Excel / BI familiarity preferred
• Deep understanding of retail KPIs (AOV, frequency, LTV, cohorts)
• Strong stakeholder management & execution ownership

Employee Benefits:

PF || Bonus || Gratuity || Leave Salary || Group Mediclaim Insurance (Self) || Group Personal Accident coverage || Uniform

Email your resume to: srrecruitment@ramrajcotton.net