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.

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.