CRM Retention Manager

Position: CRM RETENTION Manager
Location: Bengaluru

About Somethings Brewing Somethings Brewing is India’s leading premium home coffee equipment brand, building a strong prosumer and enthusiast community through best-in-class brewing gear, education, and curated experiences.
As a website-first D2C business, customer retention and lifetime value are core to our growth strategy. We are looking for a Retention Manager who will own the complete customer lifecycle and drive repeat revenue, upselling, and long-term customer value.
This is a revenue role — not a backend operations role.

Role Overview The CRM Manager will own customer lifecycle marketing across our website and marketplaces, using Zoho CRM and integrated marketing tools to drive:

· Repeat purchase rate

· Customer lifetime value (LTV)

· AOV growth through bundles & accessories

· Reduced CAC dependency via retention

· Improved CM3 through smarter segmentation
You will work closely with marketing, performance, sales, and content teams to convert one-time buyers into long-term brand advocates.

Key Responsibilities
1. Own the Full Customer Lifecycle
· Design and optimize automated journeys across lead nurturing, abandoned cart, browse abandonment, post-purchase upsell, cross-sell campaigns, warranty registration, and re-engagement.

· Build segmentation strategies for first-time buyers, repeat buyers, prosumer vs beginner segments, high LTV cohorts, and event participants.
2. Drive Revenue Through CRM
· Target 20–30% monthly revenue contribution from CRM-led initiatives.

· Increase repeat purchase rate and reduce paid marketing dependency.

· Launch bundle, upgrade, and accessory recommendation campaigns.

· Build refill and maintenance reminder flows (e.g., descaling, filter replacements, coffee reorders).
3. Zoho CRM & Marketing Automation Ownership
· Daily management of Zoho CRM including automation workflows, custom fields, tagging logic, segmentation, and lead scoring.

· Integrate CRM with website, marketplaces (Amazon, Croma), email tools, Whats App & SMS platforms, and analytics dashboards.

· Maintain CRM data hygiene and ensure compliance with GDPR and Indian DPDP regulations.
4. Data & Performance Analytics
· Track and optimize repeat purchase rate, LTV, churn, CRM revenue contribution, campaign ROAS, and CAC vs retention impact.

· Conduct A/B testing across email, SMS, and Whats App flows.

· Generate actionable insights to guide product launches and pricing experiments.
5. Cross-Functional Collaboration
· Partner with performance marketing to improve lead-to-customer conversion.

· Work with content teams to build educational and community-driven campaigns.

· Support retail & workshop marketing initiatives through targeted CRM communication.
Requirements
· 2–4 years of hands-on CRM experience in a D2C / e-commerce business.

· Strong expertise in Zoho CRM (automation, customization, reporting).

· Proven track record of driving measurable retention and repeat revenue.

· Experience with lifecycle marketing (email, Whats App, SMS).

· Strong understanding of website-first commerce models and attribution logic.

· Analytical mindset with ability to translate data into revenue strategies.

· Experience in consumer appliances, lifestyle, or hospitality categories is a plus.