Lead B2C - Martech & CRM

Engagement of B2C customers, as measured through active customers on app, traffic on web

• Partner with B2C and Marketing team to align on GTM plans, drive engaging communication to ensure sustained customer interest (visits, time spent etc.)
• Partner with marketing to ascertain consistent, continuous and unified communication to customers across channels like social, app, retail, etc. Monitor execution of calendarized campaigns wherever feasible.
• Provide creative inputs to business owners to improve CTRs and conversion, thereby achieving desired ROAS

Converting engagement to sales, as measured through repeat business, new customer acquisition

• Drive interventions to convert intent to sale, therefore owning repeat business for B2C
• Strategize and execute personalized conversations with loyal customers to further increase loyalty
• Partner with marketing agencies to achieve the retention objective through remarketing

Enable repeat business for all MFL channels (retail, value, etc.), maximize customer lifetime value

• Ascertain availability of clean database that is amenable to personalized and accurate communication
• Continuously drive innovation and integration in tools, communication practices, content, medium, etc to sustain and improve customer engagement, thereby driving channel visits (footfalls)
• Partner with product, MIS, tech to leverage internal and external tools and vendors to achieve repeat sales, recommend features and capability enhancements to drive repeat business efficiently
• Increase repeat base and customer life cycle value

Analytics to drive spend efficiencies, as measured through channel ROAS

• Optimize CRM spends by driving data availability and analytics for all channels, identifying high-propensity and segments
• Monitor and advise operations across channels on input metrics like frequency, quality of copies, quality of imagery, tone, etc. to maximize click through and conversion
• Get external agencies organized on data to maximize ROAS