Retention Manager- Job Description
The Retention Manager will lead the strategy and execution of customer retention
initiatives across both retail and online channels. This role is responsible for deepening
customer relationships, increasing repeat purchase frequency, and building long-term
brand loyalty. The ideal candidate will bring a strong understanding of customer
behavior, lifecycle marketing, and loyalty programs, and be able to translate insights
into high-impact, data-led campaigns and engagement strategies.

Responsibilities:
1. Retention Strategy & Planning
● Develop and own the end-to-end customer retention strategy for both retail
and online customers.
● Define and monitor key retention metrics (repeat rate, frequency, churn, lifetime
value) and drive initiatives to improve them.
● Map and manage the post-purchase customer journey, identifying key
engagement touchpoints to enhance customer experience and satisfaction.
2. Customer Segmentation & Insights
● Leverage customer data to create actionable segmentation strategies for
targeted engagement.
● Monitor customer lifecycle patterns to identify risk segments and high-potential
cohorts.
3. Loyalty Program Management
● Design, implement, and scale loyalty programs that reward frequent buyers
and high-value customers.
● Develop exclusive campaigns and perks for loyalty tiers (early access, invites,
birthday, anniversary offers, etc.).
● Track loyalty program effectiveness and suggest improvements based on data
and customer feedback.
4. Engagement Campaigns & Personalization
● Plan and execute retention-focused campaigns – across multiple channels
(email, SMS, WhatsApp, direct mailers, etc.).
● Drive personalized communication using CRM tools (email, SMS, WhatsApp,
direct mailers, etc.) for key cohorts (e.g. lapsed users, top-tier spenders,
occasion-based shoppers).

● Ensure seamless integration of retention efforts with offline/retail touchpoints.
5. Customer Experience (CX) & Feedback Loops
● Collaborate with Customer Service teams to resolve pain points and improve
post-purchase engagement.
● Create feedback-to-action processes that translate NPS/CSAT findings into
retention initiatives.
● Build brand trust through thoughtful gestures – thank you notes, surprise gifts,
personalized offers, etc.
6. Cross-functional Collaboration
● Work closely with Tech, Marketing, Retail Ops, and Product teams to
implement retention ideas.
● Support new product/collection launches with retention-focused campaigns
and early access for existing customers.

Candidate Profile:
● 6-8 years of experience in customer marketing, CRM, loyalty, or retention roles
(retail/fashion/lifestyle/e-commerce preferred).
● Experience in omnichannel customer engagement (online and retail).
● Hands-on experience with loyalty programs, customer lifecycle campaigns, and
segmentation strategies.
● Proven experience in managing loyalty programs, campaign execution, and
driving retention metrics.
● Strong understanding of customer behavior, CX, and brand loyalty drivers.
● Proficiency in tools like CRM platforms, basic analytics dashboards, and survey
tools.
● Strong communication, project management, and stakeholder alignment skills.
● Exposure to NPS/CSAT frameworks and customer feedback mechanisms.(Good
to have)

KRA/KPI

Sl. No. KRA Measurable metrics
1 Customer Retention &
Repeat Purchase

1. Repeat Purchase Rate (%)
2. Churn Rate (%)
3. Customer Lifetime Value (CLTV

2 Loyalty Program
Performance

1. % of the total customer base enrolled in
the program.
2. Redemption Rate (%)
3. Repeat Rate of Loyalty Members (%)

3 Campaign Engagement &

Effectiveness

1. Campaign Engagement Rate (%): Open
rate, click-through rate (CTR), and
conversion.
2. Win-back Rate (%)
3. Sales Attributed to Campaigns (%)