Head Of Customer Relationship Management

Role: AVP- Customer Relationship Management and Analytics

Experience:15-18 Years

To provide a clear, strategic vision and a plan for bringing actionable & innovative solutions to the brand. This position will be responsible for end-to-end management of the First Citizen Program at Shoppers Stop Ltd., ensuring profitability and delivery of program objectives.

• Shape ambitious marketing objectives by driving continual revenue growth from the customer database through data-driven marketing and loyalty initiatives.
• Develop and oversee the implementation of CRM strategy and customer lifecycle programs to maximize engagement, satisfaction, tenure, traffic, and revenue.
• Lead strategy, development, and execution of loyalty marketing and CRM initiatives to optimize acquisition, retention, win-back, personalization, and promotional strategies.
• Oversee loyalty campaigns including offer management, member segmentation, behaviour-based and triggered messaging, and performance analysis.
• Analyse customer data, define actionable segments, and create targeted lifecycle engagement campaigns.
• Use data-backed measurement and analysis to test, refine, and scale campaigns.
• Partner with digital teams to develop engaging communication across social networks, email, and app channels.
• Integrate loyalty seamlessly into the overall marketing and activation calendar.

• Identify enhancements to consumer touchpoints (web, app, in-store) and collaborate with Digital/IT teams on ROI-driven feature implementation.
• Monitor competitor CRM and loyalty programs, adopting best practices to improve program performance.
• Partner with Training and Operations to ensure executional excellence at the team member level.

Top KPIs (Ideally Measurable) for this role are

• Customer Retention Rate – % increase in repeat customers year-on-year.
• Customer Lifetime Value (CLV) – measurable growth in average CLV across segments.
• Program Profitability – net contribution margin of the First Citizen Program.
• Active Member Engagement – % of loyalty members actively transacting within defined periods.
• Acquisition & Enrollment – growth in new loyalty program sign-ups.
• Win-back Success Rate – % of lapsed customers reactivated through targeted campaigns.
• Campaign ROI – revenue uplift vs. cost of loyalty/CRM campaigns.
• Net Promoter Score (NPS) – improvement in customer advocacy and satisfaction.

Qualifications and Education Requirements

BE - MBA

Preferred competencies & Skills

• Understanding Loyalty platform and Marketing Automation
• High level of data literacy and customer insights.
• P&L accountability
• customer lifecycle management
• Project management certification

Preferred Industry

Retail - Fashion, Ecommerce, Banking, Hospitality and Airlines.