Role Overview We are looking for a data-driven and execution-focused Assistant Manager – Retention Marketing who will be responsible for planning, executing, and optimising lifecycle marketing campaigns across CRM channels. The role will focus on improving customer engagement, repeat rate, and overall customer lifetime value. Key Responsibilities Retention & CRM Strategy Plan and execute customer retention strategies to improve repeat purchase rate and customer lifetime value. Design and implement lifecycle journeys including onboarding, activation, reactivation, and loyalty programs. Develop and manage segmentation strategies using behavioral, transactional, and RFM analysis. Campaign Execution Execute CRM campaigns across multiple channels including: Email Marketing WhatsApp Marketing Push Notifications SMS / RCS Own end-to-end campaign management including planning, deployment, testing, and reporting. Customer Journey & Automation Build automated user journeys based on customer behavior and lifecycle stages. Optimize campaign flows to improve engagement and conversion rates. Work closely with tech and product teams for CRM tool integrations and automation improvements. Data Analytics & Insights Strong understanding of GA4 including: Funnel analysis Customer journey tracking Event and conversion tracking Attribution and user behavior analysis Ability to derive actionable insights from GA4, CRM dashboards, and marketing analytics tools. Track and analyze campaign performance using KPIs such as CTR, CVR, Repeat Rate, LTV, Retention Rate, and Revenue Contribution. Conduct A/B testing for messaging, offers, timing, personalization, and audience segmentation. Build and present performance dashboards and data-driven recommendations. Website Hygiene & Conversion Optimization Monitor and ensure CRM campaign alignment with website journeys and landing pages. Work on improving website conversion metrics through: CRO initiatives Funnel drop-off analysis Personalization opportunities A/B testing for landing pages and user journeys Ensure website hygiene, including: Correct tracking implementation Campaign tagging & UTM accuracy Landing page content alignment with CRM and marketing campaigns Regular audit of user flows and customer experience gaps Cross-Functional Collaboration Coordinate with design, content, performance marketing, analytics, and product teams to ensure cohesive communication. Work closely with performance and website teams to improve overall customer lifecycle experience. Collaborate with tech teams for data integrations and tracking enhancements. Key Skills & Requirements Minimum 4 years of experience in CRM, Retention Marketing, or Lifecycle Marketing. Strong experience in CRM tools such as MoEngage, WebEngage, CleverTap, Netcore, or similar platforms. Strong understanding of customer segmentation and lifecycle marketing strategies. Hands-on experience in campaign automation and journey building. Strong understanding of GA4 and marketing analytics platforms. Working knowledge of conversion rate optimisation (CRO) principles. Strong analytical and data interpretation skills. Strong project management and stakeholder management skills. Experience in E-commerce / Fashion / D2C industry will be preferred. Preferred Qualifications Experience working with personalization and recommendation engines. Basic understanding of SQL or data visualisation tools is a plus. Strong communication and problem-solving skills. Success Metrics Improvement in Repeat Purchase Rate Increase in Customer Lifetime Value (LTV) CRM Revenue Contribution Growth Website Conversion Rate Improvement Campaign Engagement & Conversion Metrics Automation and Journey Efficiency Why Join Iconic Fashion Opportunity to work with a fast-growing fashion brand High ownership and impact-driven role Exposure to advanced CRM, analytics, and retention marketing strategies Collaborative and growth-oriented work environment