CRM and Lifecycle Marketing Manager | Scrabble
Posted on December 9, 2025
Job Description
<div>Key Responsibilities 1. End-to-end metric ownership Be fully accountable for a defined lifecycle KPI (e.g., activation, D7 retention, churn rate) — set targets, build roadmap, deliver improvements and own outcomes. </div>
<div>2. Campaign setup & CRM operations (Clevertap / Braze / etc.) Build, configure, QA and execute campaigns and automated journeys in the CRM platform (Clevertap or equivalent) — audience selection, triggers, scheduling, tagging, and delivery monitoring.</div>
<div> 3. Segmentation & personalization Define behavioural and transactional cohorts, implement dynamic personalization rules, and maintain audience hygiene to ensure relevance and lift. </div>
<div>4. Experimentation & optimization Design and run A/B and holdout experiments, analyse uplift, and iterate on messaging, timing and frequency to maximize impact. </div>
<div>5. Analysis, reporting & cross-functional alignment Track and interpret campaign and funnel metrics, maintain dashboards, produce concise insights and recommendations, and coordinate with Product, Data and CX for dependencies and fixes. </div>
<div>Key Expected Outcomes: 1. Improvement in owned lifecycle metric — measurable growth in activation, retention, reactivation, or churn reduction for the assigned user cohort. </div>
<div>2. High-quality campaign execution — error-free setup, timely delivery, and consistent hygiene across CRM journeys and automations. </div>
<div>3. Increased user engagement & watch conversion — stronger daily/weekly active ratios and deeper content consumption. </div>
<div>4. Data-driven optimization — regular testing and iteration leading to improved CTRs, conversions, and journey completion rates. </div>
<div>5. Actionable insights for business teams — clear reporting and learnings that inform product and marketing decisions.</div>
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<div>Must Have Requirements: ● End-to-end Lifecycle Ownership – ability to plan, execute, and measure campaigns for a defined metric or stage (e.g., activation, retention). </div>
<div>● CRM Automation Expertise – hands-on execution using tools like Clevertap ,MoEngage, WebEngage </div>
<div>● User Segmentation & Targeting – defining cohorts based on behaviour, subscription status, and engagement data. </div>
<div>● Cross-channel Campaign Management – executing communication via push, WhatsApp, SMS, RCS, email, and in-app along with Spends optimization </div>
<div>● Data Analysis & Reporting – tracking key KPIs and metrics (eg. DAU, WAU, retention %, watch conversion, churn) and deriving insights along with RCA </div>
<div>● A/B Testing & Experimentation – Continuously ideating , setting up and evaluating experiments to improve conversion and retention. </div>
<div>● Journey & Funnel Optimization – identifying drop-offs and improving user progression through lifecycle stages. </div>
<div>● Copy & Creative Collaboration – working with content/design teams to ensure messaging relevance and clarity.</div>
<div>● Stakeholder Collaboration – aligning with product, CX, Content and data teams for execution dependencies.</div>
<div>● Ownership Mindset – accountable for end outcomes and continuously optimizing performance of the assigned metric. </div>