Retention Marketing Manager — D2C & Offline Stores

Key Responsibilities

Lifecycle Strategy & Segmentation

• Own customer segmentation across the base (e.g. new, repeat, lapsed, high-value, category switchers) and build targeted journeys for each.

• Design and continuously refine lifecycle triggers: welcome series, post-purchase, replenishment, win-back, VIP/loyalty.

• Identify and prioritize the highest-value segments (e.g. premium/high-AOV cohorts) for dedicated retention plays.

CRM Channel Management

• Plan and execute campaigns across WhatsApp, RCS, SMS via BSP/CRM platform partners.

• Continuously test and optimize channel mix based on performance (reach, delivery, conversion).

• Manage the CRM content calendar in sync with brand campaigns, sales events, and new launches.

Retention & CLTV Metrics

• Own and report on repeat purchase rate, purchase frequency, CLTV, and cohort retention curves.

• Build a CLTV model segmented by acquisition channel and category to identify which cohorts are worth investing more in.

• Set and track quarterly targets for repeat revenue contribution as a % of total D2C revenue.

Loyalty & Retention Programs

• Design and manage loyalty/rewards mechanics that give customers a reason to come back (points, tiers, early access, etc.).

• Partner with brand/creative teams on retention-specific campaigns tied to major brand moments.

Agency & Platform Management

• Manage the day-to-day relationship with the CRM/BSP agency partner.

• Hold partners accountable on deliverability, targeting accuracy, and reporting — comfortable auditing campaign reports rather than accepting them at face value.

• Own the CRM accountability tracker (budget utilization vs. plan, campaign-level ROI).

Cross-functional Collaboration

• Work closely with performance marketing to align retention pushes with paid acquisition cycles (e.g. suppressing recent buyers from prospecting, syncing sale communications).

• Partner with the e-commerce team on on-site retention levers (post-purchase upsell, account/wishlist features, subscription-style repeat mechanics).