Assistant Manager - CRM

Job Description: Assistant Manager – Customer Growth & CRM Lifecycle

Role Overview

We are looking for a data-driven and customer-centric Assistant Manager – Customer Growth & CRM Lifecycle to drive repeat customer growth, retention and CRM-led revenue across Tata CLiQ Fashion and Luxury.

This role will own customer growth by identifying high-impact customer cohorts, building lifecycle strategies and delivering personalized communication across CRM channels. The role will work closely with Business, Category, Product, Technology, Analytics and Loyalty teams to improve repeat purchase, customer lifetime value and channel effectiveness.

Key Responsibilities

Customer Growth & Retention

• Drive repeat customer growth, retention, purchase frequency and CRM-led revenue.
• Develop cohort-based strategies across new, active, repeat, dormant and high-value customers.
• Build lifecycle journeys covering onboarding, second purchase, repeat purchase, cross-sell, loyalty and win-back.
• Translate business revenue targets into customer, cohort and CRM plans.
  
  

• Plan and execute personalized campaigns across Push Notifications, WhatsApp, SMS, RCS, Email, In-App Messages, App Inbox and Native Displays.
• Own the CRM campaign calendar aligned to business priorities and customer lifecycle stages.
• Ensure campaigns are targeted, personalized, tested and delivered with high quality and accuracy.
• Continuously optimize communication frequency, channel mix and customer experience.
  
  

• Own channel health metrics including reachability, deliverability, CTR, conversion, engagement, unsubscribe rates and customer fatigue.
• Monitor channel-wise revenue contribution, ROI and ROAS and identify optimization opportunities.
• Manage CRM platform capabilities, data quality, campaign automation and journey orchestration.
• Work with Product and Technology teams to implement new triggers, personalization capabilities and platform enhancements.
  
  

• Analyze customer behaviour, campaign performance and lifecycle movement to identify growth opportunities.
• Measure key KPIs including repeat customers, retention rate, reactivation, purchase frequency, orders per customer, CRM GMV, CTR, conversion and ROAS.
• Conduct A/B tests and experiments to continuously improve customer engagement and business performance.
• Build dashboards and present actionable insights to stakeholders.
  
  

• Partner with Business, Category, Product, Technology, Customer Service, Analytics and Creative teams to deliver customer growth initiatives.
• Collaborate with stakeholders to develop relevant customer offers, improve customer experience and resolve campaign or platform issues.
• Benchmark industry best practices and recommend new CRM capabilities, automation and customer engagement initiatives.
  
  

• 3–5 years of experience in CRM, Retention Marketing, Lifecycle Marketing or Growth Marketing.
• Strong understanding of customer lifecycle management, segmentation, personalization and repeat customer strategies.
• Hands-on experience with CRM platforms such as MoEngage, Salesforce Marketing Cloud, CleverTap, WebEngage or similar platforms.
• Experience managing multi-channel campaigns across Push Notifications, WhatsApp, SMS, Email and In-App channels.
• Strong understanding of CRM channel health metrics including deliverability, reachability, CTR, conversion rates, engagement and channel ROAS.
• Experience in campaign automation, customer journey orchestration, trigger-based communication and A/B testing.
• Strong analytical skills with the ability to convert customer insights into actionable business strategies.
• Excellent stakeholder management, project management and communication skills.
  
  

• Passion for customer growth, retention and lifecycle marketing.
• Data-driven mindset with strong problem-solving capabilities.
• Understanding of customer cohorts, CLV, loyalty programs and predictive customer models.
• Familiarity with SQL, analytics dashboards or BI tools is an added advantage.
• Knowledge of AI-driven personalization and next-best-action frameworks.
  
  

• Repeat Customer Growth
• Retention & Reactivation Rate
• CRM-led GMV & Revenue
• Purchase Frequency & Orders per Customer
• Channel Health (Reachability, Deliverability, CTR, Conversion)
• Channel ROAS & Campaign ROI
• Automation & Lifecycle Journey Contribution
• Customer Engagement & Personalization Effectiveness