Manager - CRM Analytics

Department: Marketing / Customer Experience
Reports To: CRM Lead- Location: Chennai, India
Role Overview
The Manager - CRM Analytics will be responsible for transforming customer data into actionable insights that drive engagement, retention, and sales across the brand's online and offline touchpoints. The role requires a strong analytical mindset, hands-on expertise with CRM and data tools, and the ability to translate data findings into actionable strategies for personalisation, loyalty, and campaign optimisation.Key Responsibilities:
1. Data Management & Customer Insights
- Consolidate and maintain customer data from multiple sources-POS, website, app, and third-party systems-to build a unified customer view.
- Develop and maintain customer segmentation models based on purchase behaviour, frequency, value, and fashion preferences.
- Conduct RFM (Recency, Frequency, Monetary) and cohort analyses to identify high-value and at-risk segments.
- Partner with marketing and merchandising teams to align insights with fashion trends, seasonal collections, and customer intent.
2. Campaign Measurement & Optimization

- Measure the effectiveness of CRM campaigns across email, WhatsApp, app, and offline channels.
- Track key metrics such as open rates, CTR, conversion, repeat purchase, and incremental revenue.
- Provide actionable insights and recommendations for improving customer engagement and ROI.
- Support A/B testing frameworks and experiment design for lifecycle campaigns.-
3. Predictive & AI-Driven Analytics
- Collaborate with internal data science teams or external vendors to develop predictive models for churn, retention, and determining the next best offer.
- Implement AI-based personalisation strategies such as product recommendations, dynamic content, and customer lookalike models.
- Continuously evaluate new AI tools and technologies to enhance predictive accuracy and automation in CRM workflows.-
4. Reporting & Dashboard Management
- Build and maintain dashboards to visualize customer trends, segmentation performance, and campaign outcomes.
- Present data-driven insights to senior leadership, highlighting key opportunities and risks in customer behavior.
- Ensure accuracy, timeliness, and integrity of data reporting.
5. Governance & Collaboration
- Ensure compliance with data privacy and protection regulations (GDPR, DPDP Act).
- Collaborate with IT, CRM Tech, and Marketing Automation teams to ensure data pipelines are accurate and efficient.
- Mentor junior analysts and establish analytical best practices within the CRM team.

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Key Skills & Competencies:
- Strong analytical and quantitative skills with the ability to derive strategic insights from large datasets.
- Hands-on experience with CRM tools and CDP platforms (e.g., Salesforce Marketing Cloud, WebEngage, MoEngage, or Braze).
- Advanced knowledge of SQL, Excel, and data visualization tools (Power BI, Tableau, or Google Data Studio).
- Understanding of marketing attribution, funnel analysis, and cohort tracking.
- Exposure to AI/ML-based personalization or predictive modelling preferred.
- Excellent communication skills and ability to present insights to non-technical stakeholders.
Qualifications & Experience
- Bachelor's or Master's degree in Data Analytics, Marketing, Statistics, or a related field.
- 5-8 years of experience in CRM analytics, customer insights, or marketing analytics roles.
- Ability to work with R & Python to code the logic
- Prior experience in retail, fashion, lifestyle, or D2C e-commerce domains preferred.
Performance Metrics
- Accuracy and usability of CRM data and dashboards.-
- Improvement in campaign efficiency and ROI through data-driven optimization.
- Growth in repeat purchase rate and customer retention.
- Adoption and success of predictive or AI-driven personalization initiatives.