D2C Retention & CRM Manager - &Done

Company Overview

&Done is a pioneering brand in high-performance haircare tailored specifically for Indian hair. Backed by biotechnology and scientific innovation, the company offers formulations designed to deliver superior results suited to Indian weather and hair types. Originating from salon trust and now scaling rapidly through a direct-to-consumer (D2C) model, &Done is committed to redefining haircare standards. The company is VC-backed by RTP Global and All-in Capital, founded by industry veterans Saumya Yadav and Atit Jain, and is building a category-defining brand from the ground up.

Job Summary

The D2C Retention & CRM Manager will be responsible for managing and optimizing the full customer communication lifecycle across multiple channels, including email, WhatsApp, and SMS. This role focuses on engaging customers pre- and post-purchase, driving repeat purchases, increasing customer lifetime value (LTV), and supporting revenue growth through targeted retention campaigns. The manager will work closely with the growth team to develop personalized communication flows, manage loyalty programs, and analyze campaign performance to maximize customer engagement and retention.

Responsibilities

• Own all pre-purchase and post-purchase communication touchpoints, including order confirmation, re-engagement, and reorder nudges across email, WhatsApp, and SMS channels.
• Build, manage, and optimize automated customer flows such as welcome series, replenishment reminders, win-back campaigns, and cross-sell sequences.
• Segment the customer base effectively and personalize communication based on purchase history, product type, and lifecycle stage.
• Manage the loyalty and rewards program to drive customer enrollment, engagement, and repeat purchases.
• Track and analyze key metrics such as purchase rate, customer lifetime value (LTV), churn rate, and campaign-driven revenue.
• Collaborate with the D2C Growth Lead to align retention strategies with paid acquisition efforts and provide audience insights to improve targeting on platforms like Meta.
• Conduct A/B testing on subject lines, send times, offers, and messaging to optimize campaign performance, documenting learnings and iterating quickly.

Qualifications

• 1 to 3 years of experience in CRM, retention, or lifecycle marketing within a D2C or e-commerce brand.
• Hands-on experience with CRM platforms such as KwikEngage, WebEngage, or similar tools.
• Strong understanding of segmentation, cohort analysis, and key metrics like repeat purchase rate, LTV, and churn.
• Proven ability to write or brief campaign copy with a good sense of tone and messaging.
• Educational qualification: Bachelor's degree in Marketing, Business, or related fields.
• Excellent organizational skills with the ability to manage multiple live flows simultaneously.
• Data-driven mindset with analytical skills to interpret campaign performance and customer behavior.

Preferred Skills

• Prior experience in personal care, beauty, or other repeat-purchase consumer categories.
• Familiarity with marketing automation tools and A/B testing methodologies.
• Knowledge of customer engagement strategies specific to Indian markets.
• Strong communication skills and ability to collaborate across teams.

Experience

• 1 to 3 years of relevant experience in CRM, retention, or lifecycle marketing, preferably in a D2C or e-commerce environment.
• Experience managing automated marketing flows and loyalty programs.

Environment

This is an in-office role based at the Gurugram headquarters. The work environment is fast-paced, collaborative, and data-driven, with a focus on innovative growth strategies. The role requires active engagement with cross-functional teams and managing multiple campaigns simultaneously.

Salary

Competitive salary package offered, along with heavy ESOPs as part of the compensation.

Note: Additional details such as start date, specific openings, and other benefits are not specified.