Senior Manager, Customer Lifecycle & Loyalty
Skills
About the Role
You will develop and own the comprehensive CRM strategy focused on customer retention, lifetime value, and reducing churn. You will design, launch, and optimize the customer loyalty program, including its structure, value proposition, tiering, benefits, and partner integrations. You will define advanced segmentation and personalization frameworks to deliver relevant communications across the customer lifecycle. You will analyze customer behavior and engagement data to generate insights that inform strategy and campaign optimization. You will build and automate data-driven customer journeys such as onboarding, activation, nurture, and win-back. You will run A/B tests and use analytics to continuously improve campaign performance. You will serve as the primary owner of the CRM platform, collaborating with vendors and internal Tech/Data teams to ensure integration and data hygiene. You will manage and evolve the CRM tech stack and automate marketing processes. You will plan and execute omnichannel engagement campaigns across email, push, in-app, and SMS. You will partner with Product, Marketing, Data, and Engineering teams to implement tracking and share insights. You will monitor and report on CRM KPIs to demonstrate ROI. You will mentor team members on CRM best practices and act as the voice of the customer in strategy discussions.
Requirements
- Bachelor's degree in Marketing, Business, Data Analytics, or a related field; a master's degree is an advantage
- Minimum 2-5 years of progressive experience in CRM, Lifecycle Marketing, or Retention Marketing, with at least 1 year in a senior or leadership capacity
- Hands-on experience managing and optimizing a modern CRM/marketing automation platform (e.g., CleverTap, Braze, Salesforce Marketing Cloud, HubSpot)
- Proven expertise in customer segmentation, journey mapping, and executing automated multi-channel campaigns
- Strong analytical skills with proficiency in using data to diagnose problems and measure campaign success
- Excellent communication and interpersonal skills
- Strong leadership experience with the ability to manage projects and influence stakeholders without direct authority
- Ability to work independently and collaboratively in a fast-paced environment
- Understanding of blockchain technology and the crypto ecosystem is a plus
Responsibilities
- Develop and own the comprehensive CRM strategy focusing on customer retention, lifetime value, and churn reduction
- Design, launch, manage, and optimize the customer loyalty program including tiering, benefits, and partner integrations
- Define advanced customer segmentation and personalization frameworks
- Analyze customer behavior, transaction data, and engagement metrics to generate insights
- Build, automate, and optimize data-driven customer journeys such as onboarding, activation, nurture, and win-back
- Conduct A/B testing and leverage analytics to improve campaign performance
- Serve as the primary owner and expert for the CRM platform
- Collaborate with external CRM vendors and internal Tech/Data teams on platform integration and data hygiene
- Manage and evolve the CRM tech stack
- Automate marketing processes to increase efficiency and scale personalized communication
- Plan, build, and execute omnichannel engagement campaigns across email, push, in-app, and SMS
- Partner with the Product team to design and trigger behavior-based communication
- Collaborate with Campaign and Content teams to produce brand-consistent creative assets
- Monitor, analyze, and report on CRM KPIs such as retention, engagement, conversion lift, LTV, and churn
- Partner with the Marketing team to ensure seamless handoff from acquisition to onboarding
- Collaborate with Product, Data, and Engineering teams to implement tracking and leverage product data
- Mentor and guide team members on CRM best practices and data-driven decision making
- Act as the voice of the customer in business and product strategy discussions