Customer Lifecycle Marketing Manager

Job Location: Global

About the Role

The Customer Lifecycle Marketing (CLM) Manager will own and oversee the organization's Customer Lifecycle Marketing (CLM) and CRM strategy across global markets. This role focuses on maximizing customer engagement, retention, repeat purchases, and lifetime value through lifecycle marketing initiatives and personalized customer journeys.

The incumbent will oversee end-to-end CRM campaign planning, execution, optimization, and performance measurement across multiple owned communication channels, including WhatsApp, SMS, Email, RCS, Push Notifications (where applicable), and other emerging engagement channels.

This role requires a strong blend of CRM strategy, hands-on campaign execution, marketing automation, customer segmentation, and MarTech expertise. The ideal candidate should have extensive experience with CRM platforms such as CleverTap, MoEngage, Salesforce Marketing Cloud, Adobe Campaign, or similar solutions, knowledge of customer journey orchestration, campaign measurement, and platform integrations. 1. Customer Lifecycle Marketing Strategy

• Define and oversee the global Customer Lifecycle Marketing (CLM) strategy aligned with business growth priorities.
• Design lifecycle programmes across the customer journey, including onboarding, activation, engagement, retention, cross-sell, upsell, renewal, and win-back.
• Develop customer engagement strategies that improve customer lifetime value (LTV) and repeat purchase behavior.
• Identify opportunities to enhance customer experience through personalized communication.

2. CRM Campaign Planning & Execution

• Oversee end-to-end execution of CRM campaigns across multiple communication channels.
• Plan, create, schedule, execute, and refine campaigns across WhatsApp, SMS, Email, RCS, Push Notifications (where applicable), In-app messaging (where applicable)
• Ensure timely delivery of business-critical campaigns.
• Coordinate campaign calendars with Product, Brand, Sales, and Business teams.
• Maintain campaign quality, governance, and execution excellence.

3. Customer Journey & Automation

• Design and refine automated customer journeys across different lifecycle stages.
• Build personalised customer communication flows based on customer behaviour and business rules.
• Implement trigger-based campaigns for Welcome journeys, Product onboarding, Cart abandonment (where applicable), Payment reminders, Repeat purchase, Cross-sell & upsell, Customer reactivation and Referral programmes
• Continuously enhance journey performance through testing and optimization.

4. CRM Platform & MarTech Management

• Oversee the lifecycle marketing technology ecosystem.
• Work extensively with CRM and marketing automation platforms including: CleverTap, MoEngage, Salesforce Marketing Cloud and Adobe Campaign.
• Configure customer segments, journeys, triggers, campaigns, and automation workflows.
• Work closely with Product and Engineering teams to implement new channel integrations and enhance platform capabilities.
• Assess and recommend new MarTech solutions that strengthen customer engagement and automation.

5. Customer Segmentation & Personalization

• Develop customer segmentation strategies using behavioural, transactional, and demographic data.
• Deliver personalised communications across lifecycle stages.
• Build dynamic audience segments for targeted campaigns.
• Improve engagement through contextual and data-informed messaging.

6. Campaign Performance & Optimization

• Monitor campaign performance across all CRM channels.
• Improve campaign effectiveness through: A/B testing, Content optimisation, Channel optimisation, Send-time optimisation and Audience refinement
• Increase customer engagement and conversion through continuous experimentation.
• Ensure campaign learnings are documented and incorporated into future initiatives.

7. Campaign Measurement & Reporting

• Establish measurement frameworks for CRM and lifecycle campaigns.
• Track campaign performance using appropriate reporting and measurement tools.
• Develop dashboards to monitor campaign effectiveness and business impact.
• Measure customer engagement and lifecycle performance across different customer cohorts.
• Provide practical recommendations that improve campaign performance and customer retention.

8. Cross-functional Partnership

• Partner with Product, Engineering, Business Intelligence, Brand, Sales, Customer Success, and Digital Marketing teams.
• Translate business requirements into scalable lifecycle campaigns.
• Ensure lifecycle marketing initiatives remain aligned with business priorities.
• Work closely with technology teams on customer data integrations and campaign enablement.

9. Innovation & Growth

• Identify emerging CRM channels and customer engagement opportunities.
• Encourage adoption of new communication channels and marketing automation capabilities.
• Benchmark industry best practices in lifecycle marketing and customer engagement.
• Recommend new approaches that improve customer retention and conversion.

• 8–12 years of experience in Customer Lifecycle Marketing, CRM, or Marketing Automation.
• Strong hands-on experience managing CRM campaigns across WhatsApp, Email, SMS, and RCS channels.
• Experience working with marketing automation platforms such as CleverTap, MoEngage, Salesforce Marketing Cloud, Adobe Campaign, Braze, or equivalent.
• Demonstrated expertise in customer journey design, lifecycle automation, and segmentation.
• Experience with campaign measurement, reporting, and performance optimization.
• A working knowledge of APIs, CRM integrations, event tracking, and customer data flows.
• Experience working closely with Product and Engineering teams to implement MarTech solutions.
• Good knowledge of customer engagement strategies and retention marketing.