This role is responsible for driving customer lifetime value, retention, and revenue growth through data-driven lifecycle marketing. The incumbent will develop and optimize data-driven retention, upsell, and cross-sell strategies across multiple channels, leveraging customer insights, segmentation, and marketing automation to enhance engagement and reduce churn.
Key Responsibilities
Customer Strategy & Campaign Planning
- Develop and execute customer lifecycle strategies to drive retention, engagement, and customer value
- Leverage customer data and analytics to identify insights, behavioral triggers, and growth opportunities
- Utilize SQL and analytics tools to support segmentation, targeting, and performance analysis
- Develop and optimize Next Best Offer (NBO) / decisioning frameworks in collaboration with Data Science/Analytics teams
- Plan and deliver targeted retention, upsell, and cross-sell campaigns to achieve churn reduction and revenue growth
- Design and implement personalized offers and propositions to drive product adoption and customer loyalty
- Build business cases and collaborate with cross-functional teams (e.g., Product, Marketing, Digital, Sales) to deliver initiatives
Campaign Execution & Optimization
- Manage end-to-end campaign execution across multiple channels (e.g., email, SMS, app push, digital platforms)
- Drive automation of marketing journeys to enable scalable, trigger-based, and real-time engagement
- Implement test-and-learn approaches (e.g., A/B testing) to continuously improve campaign effectiveness
- Monitor and optimize key performance metrics including conversion, engagement, retention, and ROI
- Ensure strong campaign governance, including contact strategy, customer experience, and compliance
