Role Summary
We are looking for a CRM Manager to own customer communication and lifecycle execution across email, SMS, push notifications, and Whats App. The role focuses on driving repeat purchases and CRM-driven revenue, while laying the foundation to evolve into a Retention / Lifecycle ownership role as the business scales. The CRM Manager will work closely with the Digital Performance Manager to ensure acquired customers are activated, engaged, and monetized effectively. This is an execution-first role with clear commercial KPIs, designed to grow in scope over time.
Key Responsibilities
Customer Lifecycle & CRM Execution Own CRM channels: Email, SMS, Push, Whats App. Build, execute, and optimize automated journeys:Welcome & onboarding Post-purchase communication Cross-sell & repeat purchase nudges Win-back / reactivation flows Ensure customers receive relevant, timely, and behavior-based communication.
Revenue & Retention Support Drive CRM-attributed revenue from existing customers. Segment customers based on behavior (recency, frequency, value). Support retention initiatives by improving:Purchase frequency Reactivation rates Engagement with high-intent customers Align CRM messaging with promotions, campaigns, and seasonal activity.
Collaboration with Performance Marketing Work closely with the Digital Performance Manager to:Align CRM flows with acquisition cohorts Support activation of newly acquired users Improve post-acquisition performance and ROIShare insights on customer behavior, engagement, and repeat patterns.
Campaign Planning, Execution & Optimization Own CRM campaign calendar and execution. Coordinate with Marketing, Content, and Design teams. Execute A/B testing on messaging, offers, timing, and journeys. Continuously optimize CRM effectiveness using data and insights.
Reporting & Insights Track and report CRM performance weekly and monthly. Monitor key metrics such as:Repeat purchase rate CRM revenue contribution Reactivation rate Engagement trends by segment Use insights to continuously improve journeys and targeting.
Key KPIs (Evolving Over Time) Initial KPIsCRM-attributed revenue Repeat purchase rate (30/60/90 days)% of orders from returning customers Reactivation rate Future Retention KPIsRetention rate by cohort Purchase frequency LTV uplift CRM contribution to total revenue
Required Experience & Skills Must-Have3–5 years experience in CRM, lifecycle, or retention marketing. Hands-on experience managing email, SMS, push, and/or Whats App campaigns. Strong understanding of customer segmentation and lifecycle journeys. Comfortable working with data and performance metrics. Experience with CRM platforms.
Nice-to-Have Experience in e-commerce, marketplaces, or subscription businesses. Exposure to A/B testing and experimentation. Familiarity with basic SQL or analytics tools. Experience collaborating with performance marketing teams.
What Success Looks Like (First 6–9 Months) CRM journeys are automated, structured, and measurable. Clear uplift in repeat purchases from CRM-driven users. Strong alignment with acquisition and campaign teams. CRM reports lead to decisions, not just reporting. Foundation is ready to scale into Retention / Lifecycle ownership.
Why This Role Matters CRM ensures that customer acquisition efforts do not stop at the first purchase. This role is critical to building repeatable, compounding growth and is intentionally designed to grow into broader retention and lifecycle ownership as the business scales.Final Note (Important) This role is designed to grow with the business. As scale increases, responsibilities and KPIs will expand from CRM execution into retention and lifecycle performance ownership, without changing the core role structure.