Senior Manager - e-CRM

Role Summary

The Senior Manager – eCRM leads the strategic development and execution of the company's eCRM strategy across key digital channels, including push notifications, email newsletters, WhatsApp, SMS, and web notifications. This role is responsible for enhancing customer loyalty, retention, and lifetime value through advanced segmentation and automated customer journeys.

The incumbent will drive data-driven marketing strategies while leading and mentoring a high-performing eCRM team.

Key Success Drivers including Accountabilities and

Responsibilities

• Strategic eCRM Development & Execution:
• Develop, implement, and oversee strategic eCRM initiatives and multi-channel campaigns.
• Optimize customer retention strategies and lifecycle marketing initiatives to enhance engagement.
• Lead segmentation strategies and personalization techniques to maximize campaign effectiveness.
• Performance Analysis & Optimization:
• Establish key performance indicators (KPIs) and analyze campaign effectiveness to drive continuous improvements.
• Utilize data insights to refine targeting, messaging, and automation workflows.
• Ensure alignment of eCRM strategies with business objectives and customer behavior trends.
• Budget & Vendor Management:
• Manage eCRM budgets, forecasts, and vendor relationships to optimize investments.
• Evaluate and implement new technologies to enhance campaign performance.
• Cross-Functional Collaboration:
• Work closely with analytics, creative, and product teams to plan and execute impactful campaigns.
• Align eCRM strategies with broader digital marketing and brand communication objectives.
• Team Leadership & Development:
• Lead, mentor, and manage a team of eCRM Executives and Senior Executives.
• Foster a culture of collaboration, innovation, and continuous learning within the team.
• People Management: The incumbent is responsible for setting clear objectives and performance targets in collaboration with team members, ensuring alignment with overall organizational goals.
• This role involves actively mentoring, guiding, and providing direction to the team to cultivate skill development, operational efficiency, and continuous improvement.
• The incumbent applies structured performance management practices to monitor progress, troubleshoot issues, and drive the team towards achieving periodic KPIs. Through strategic oversight and regular feedback, the incumbent fosters a results-oriented environment, empowering the team to meet and exceed established benchmarks while supporting both individual and collective growth.
• Functional/Technical

Competencies

• Deep expertise in CRM platforms, automation tools, and analytics.
• Strong leadership, strategic thinking, and decision-making abilities.
• Comprehensive understanding of customer lifecycle marketing and data-driven segmentation.
• Ability to drive innovation and adapt to emerging CRM trends.
• Educational

Qualifications

• Bachelor’s degree in Marketing, Business, or a related discipline.
• Master’s degree preferred.
• Experience: 10 years + 5 years related experience with at least 3 years of managerial experience.
• Certifications:
• Certifications in CRM platforms (e.g., Salesforce Marketing Cloud, MoEngage, Braze, Klaviyo) are preferred.
• Additional certifications in Digital Marketing, Data Analytics, or Automation are an advantage.