Managing the company's CRM and lifecycle marketing strategy and execution for the India business is the core of this role. It is a hands-on individual contributor position, suitable for a data-driven and execution-oriented professional who can independently develop strategies, launch campaigns, analyze performance, and optimize outcomes.
Responsibilities
Own the CRM marketing strategy for the India business end-to-end, from planning and audience strategy to campaign creation, execution, analysis, optimization, and reporting
Personally execute CRM campaigns and lifecycle journeys across email, WhatsApp, and SMS using Salesforce Marketing Cloud
Design, build, and continuously optimize multi-channel lifecycle journeys to nurture monthly-generated leads and support the sales cycle
Develop and execute reactivation and win-back campaigns to re-engage the existing India lead base and drive program sign-ups
Own CRM-attributed revenue as a key business metric, working closely with sales and category teams to identify opportunities and improve conversion
Build and manage audience segmentation and lifecycle journeys based on lead behavior, intent, engagement, profile, program interest, and funnel stage
Independently analyze CRM and business data to identify trends, performance gaps, and opportunities
Conduct root-cause analysis (RCA) to determine what is driving performance changes and decide what needs to change
Translate analysis into action by making data-driven decisions and implementing the resulting changes
Own A/B testing across messaging, content, audience segments, journeys, offers, and communication frequency, including setting up tests, executing them, analyzing results, and implementing learnings
Write and execute CRM communication, creating compelling, high-quality email, WhatsApp, and SMS content tailored to senior tech professionals
Own campaign performance tracking and reporting on a weekly, monthly, and quarterly basis, translating data into insights, RCA, recommendations, and concrete actions
Work closely with sales, category, analytics, and technology teams to ensure CRM programs are aligned with business priorities, while retaining end-to-end ownership of CRM execution
Partner with the technology team on CRM workflows, integrations, data flows, and campaign infrastructure within Salesforce Marketing Cloud, while independently owning the marketing logic, journey design, campaign setup, and execution
Continuously identify and execute opportunities to improve CRM processes, automation, segmentation, personalization, and lifecycle marketing effectiveness
Requirements
4–6 years of experience in CRM, lifecycle marketing, retention marketing, or a closely related function
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Mandatory: Hands-on experience running CRM marketing through Salesforce Marketing Cloud, including independently executing campaigns across email, WhatsApp, and SMS
Demonstrated ability to own CRM strategy and execution end-to-end for a business, category, market, or large customer/lead base
Strong hands-on execution ability, comfortable personally building campaigns, setting up journeys, creating segments, writing communication, launching campaigns, monitoring performance, and making optimizations
Strong understanding of lifecycle marketing, lead nurturing, segmentation, reactivation, automation, personalization, and conversion optimization
Strong independent analytical ability, comfortable working directly with campaign and business data, identifying trends, conducting RCA, and making data-driven decisions without depending on an analyst for interpretation
Ability to connect CRM performance to broader business metrics such as lead progression, conversion, revenue, and ROI
Excellent content-writing skills with a strong instinct for messaging, tone, clarity, and what resonates with a senior professional audience
Strong attention to detail and a high bar for the quality of CRM communication and execution
Proven ability to work cross-functionally with sales, category, analytics, and technology teams while independently owning and executing CRM initiatives
Nice to have:
Experience in the edtech industry
Knowledge of Canva or LoveArt, particularly for creating or refining CRM campaign creatives and visual assets
