CRM Channel Manager - FMCG/Telecom

A little bit about the team:

- Customer Relationship & Lifecycle Management (CRM) Department

- Our vision is to build CRM as a strategic differentiator for the company.

What do we do?

- Own the Customer Lifecycle on own assets (App, Web, offline) post acquisition through communication channels like App Push, SMS, eMail, Whatsapp, etc

- Bring daily traffic and continually optimise conversions on own assets

- Increase customer base through improved retention, proactive churn management and accelerated win-back programs

- Engage customers in relevant content and themes

- Manage strategic projects on advanced segmentation, engagement and personalisation

A little bit about the role:

What is the purpose of this role?

Own Omni-channel customer facing campaigns encompassing what, when, who, why and how to communicate to our customer base. Sharpen existing channels effectiveness and build new channels to drive reach.

What will be your key responsibilities?

Build CRM strategy across customer cohorts

- Build a structured CRM program with focus on customer LTV

- Use scientific segmentation approach and drive key KPI's like frequency, winbacks, churn etc.

- Drive efficiency in marketing spends by optimising/targeting discounts and improving ROI

- Participate in key decision making forums & communicate key insights in an effective and influential manner

- Draw insights from consumer research, sentiment analysis and leverage these findings to drive customer engagement

Business Support & Funnel Management

- Monitor campaign and Own Assets funnels to assess opportunities and build programs to improve conversion and reduce drop-offs

- Collaborate with insights team to generate and execute actionable business recommendations (setup A-B experiments) to enable data driven decisions and demonstrate measurable value.

- Expedite root cause analyses/insight generation against a given recurring use case

Loyalty Program :

- Develop a blueprint for a Customer Loyalty Program to suit business objectives

- Work in partnership with the digital tech/product team to launch the loyalty program and personalisation initiatives

Impact on Innovations & Changes :

- Implementation and continuous improvement of CRM processes and systems

- Regular monitoring of latest trends in CRM strategies/tools/vendors/channels and driving adoption through pilots and consequently scale-up post success

Stakeholder Management - Internal & External

- Conduct regular planning and reviews key performance metrics and aid in benefitting from change

- Drive precision CRM to support regional, city level, store level business challenges

- Work and setup a vendor ecosystem of creative/copy agencies for execution of Customer Lifecycle communication

- Coordination with the service provider agencies for new feature development or maintenance/execution of campaigns

A little bit about you:

What do you need to have?

- Post Graduate in Marketing (or related field) from Tier 1 college

- 4 to 6 years of experience in CRM/Digital function

- Excellent understanding of CRM marketing concepts (retention, churn prevention, reactivation & win-back) and best practices in the industry

- Hands-on experience in using new age CRM tools and Google Analytics

- Exposure and understanding of service providers across CRM channels

- Hunger to own the product and take it to next level

- Understanding of Loyalty programs and build to scale

What do we expect from you?

- Creative and structured thinking to solve real-world problems

- Strong consumer behaviour understanding & insights

- Fail fast, learn faster approach

- Comfortable in a high-energy, fast-paced environment

- Proficient verbal and written communication skills

- Detail-oriented with the ability to self-direct work in an unstructured environment

- Excellent partnership and collaboration skills with the ability to work cross-functionally

- Good organizational skills including prioritizing, scheduling, time management, and meeting deadlines

We are providing you an opportunity to:

- Help write next growth story for most successful QSR brand

- Help stabilise existing CRM channels and build new channels

- Influence decisions across diverse set of problems/functions and see the impact of your work immediately

- Elevate your core skills & build commercial acumen

- Work with & learn from exception talent

- Work in a fast-paced, entrepreneurial environment