Senior CRM & Growth Lead

Senior CRM & Lifecycle Growth Lead

About the Role

We are looking for a senior CRM / Lifecycle Growth lead who can build and scale customer engagement across our App, Web and Retail ecosystem.

The role will own the CRM charter across the customer lifecycle — from acquisition and onboarding to engagement, conversion, repeat purchase and reactivation. The ideal candidate has operated at significant scale, ideally with experience managing CRM for 50M+ customer/user bases , and brings a strong combination of data, consumer understanding, creative thinking and execution excellence .

You will work closely with Product, Growth, Analytics, Brand and Retail teams to create personalized customer experiences that drive conversion, repeat rate, retention and LTV .

What You'll Do

1. CRM & Lifecycle Growth

- Own the CRM and lifecycle growth strategy across Push, WhatsApp, Email and other relevant channels .
- Build and optimize customer journeys across onboarding, engagement, drop-offs, post-purchase, repeat purchase, retention and reactivation .
- Drive improvements in conversion, repeat rate, retention, frequency and LTV through segmentation, personalization and lifecycle interventions.
- Identify new customer journeys and opportunities that can unlock incremental growth.
- Develop differentiated CRM strategies across customer cohorts based on behaviour, intent, lifecycle stage and value.

2. Data, Analytics & Performance

- Use customer and behavioural data to identify growth opportunities and understand what customers do, why they do it and what can influence their next action .
- Define and track key CRM metrics including conversion, revenue, repeat rate, retention, frequency, ROI, incremental impact and LTV .
- Establish a strong test-and-learn culture across audiences, journeys, communication, timing, offers and experiences.
- Partner with Analytics and Product teams to build actionable customer segments and measurement frameworks.
- Continuously optimize CRM programs based on performance data and incremental business impact.

3. Creative & Consumer Experience

- Bring strong creative sensitivity and consumer understanding to CRM.
- Set the direction and quality bar for CRM communication across copy, visuals, offers, storytelling and customer experiences .
- Challenge conventional CRM playbooks and introduce new formats, ideas and experiences inspired by leading consumer brands globally.
- Stay closely connected to consumer, creative, technology and CRM trends .
- Ensure CRM communication is highly relevant, differentiated and consistent with the brand.

4. AI & Next-Generation CRM

- Explore and scale the use of AI across CRM strategy, content, creative, personalization and customer journeys .
- Lead teams using AI-supported tools to develop CRM content and creative while maintaining a high quality and brand bar.
- Understand AI capabilities sufficiently to brief teams, evaluate outputs, identify gaps and drive iterations .
- Use performance data and experimentation to continuously improve AI-assisted creative and communication.
- Identify opportunities to use AI to make CRM more personalized, contextual and scalable.

5. Omnichannel Customer Engagement

- Connect digital CRM with the broader App, Web and Retail customer experience .
- Build consistent customer journeys across digital and physical touchpoints.
- Partner with Retail, Product, Growth and Brand teams to create an integrated customer lifecycle strategy.
- Identify opportunities where digital engagement can influence retail behaviour and vice versa.

6. Cross-functional Leadership

- Work closely with Product, Growth, Analytics, Brand, Creative, Technology and Retail teams to deliver CRM-led growth initiatives.
- Influence and drive initiatives across teams without relying solely on direct people management.
- Set clear direction, establish priorities and drive execution from strategy through implementation.
- Build strong relationships with stakeholders and ensure CRM initiatives translate into measurable business outcomes.

Requirements

What We're Looking For

- 8–12 years of experience in CRM, Lifecycle Marketing, Retention, Customer Growth, Engagement or related consumer growth roles.
- Strong experience in large-scale App and Web businesses is essential.
- Experience managing CRM/customer engagement for 50M+ users/customers will be highly preferred.
- Experience in large consumer internet, ecommerce, fintech, mobility, food delivery, telecom or retail businesses.
- Strong understanding of Push, WhatsApp, Email and omnichannel CRM .
- Proven experience building lifecycle journeys and driving conversion, retention, repeat purchase and LTV .
- Strong analytical orientation with the ability to translate customer data into actionable growth opportunities.
- Strong understanding of experimentation, segmentation, personalization and performance measurement.
- Strong creative judgement and an appreciation for consumer brands, communication and storytelling .
- Experience working with AI-enabled content/creative or personalization tools is highly desirable.
- Strong cross-functional leadership and stakeholder management skills.
- High ownership, strong execution orientation and the ability to operate in a fast-paced environment.

The Mindset We Value

- Proactive: Spots opportunities instead of waiting for a brief.
- Customer obsessed: Deeply curious about customer behaviour, motivations and changing expectations.
- Data driven: Uses data to identify opportunities, test hypotheses and measure incremental impact.
- Creative: Brings fresh ideas, formats and experiences rather than relying on standard CRM playbooks.
- Commercially aware: Understands what is happening across the business, category and consumer landscape.
- Experimentation oriented: Constantly tests, learns and improves.
- Quality obsessed: Has a high bar for communication, customer experience and execution.
- Builder: Comfortable creating new journeys, processes and capabilities from the ground up.
- AI curious: Understands how emerging AI capabilities can make CRM more personalized, creative and scalable.