Senior CRM & Growth Lead

Senior CRM & Lifecycle Growth Lead

About the Role

We are looking for a senior CRM / Lifecycle Growth lead who can build and scale customer engagement across our App, Web and Retail ecosystem.

The role will own the CRM charter across the customer lifecycle — from acquisition and onboarding to engagement, conversion, repeat purchase and reactivation. The ideal candidate has operated at significant scale, ideally with experience managing CRM for 50M+ customer/user bases , and brings a strong combination of data, consumer understanding, creative thinking and execution excellence .

You will work closely with Product, Growth, Analytics, Brand and Retail teams to create personalized customer experiences that drive conversion, repeat rate, retention and LTV .

What You'll Do

1. CRM & Lifecycle Growth

• Own the CRM and lifecycle growth strategy across Push, WhatsApp, Email and other relevant channels .
• Build and optimize customer journeys across onboarding, engagement, drop-offs, post-purchase, repeat purchase, retention and reactivation .
• Drive improvements in conversion, repeat rate, retention, frequency and LTV through segmentation, personalization and lifecycle interventions.
• Identify new customer journeys and opportunities that can unlock incremental growth.
• Develop differentiated CRM strategies across customer cohorts based on behaviour, intent, lifecycle stage and value.

2. Data, Analytics & Performance

• Use customer and behavioural data to identify growth opportunities and understand what customers do, why they do it and what can influence their next action .
• Define and track key CRM metrics including conversion, revenue, repeat rate, retention, frequency, ROI, incremental impact and LTV .
• Establish a strong test-and-learn culture across audiences, journeys, communication, timing, offers and experiences.
• Partner with Analytics and Product teams to build actionable customer segments and measurement frameworks.
• Continuously optimize CRM programs based on performance data and incremental business impact.

3. Creative & Consumer Experience

• Bring strong creative sensitivity and consumer understanding to CRM.
• Set the direction and quality bar for CRM communication across copy, visuals, offers, storytelling and customer experiences .
• Challenge conventional CRM playbooks and introduce new formats, ideas and experiences inspired by leading consumer brands globally.
• Stay closely connected to consumer, creative, technology and CRM trends .
• Ensure CRM communication is highly relevant, differentiated and consistent with the brand.

4. AI & Next-Generation CRM

• Explore and scale the use of AI across CRM strategy, content, creative, personalization and customer journeys .
• Lead teams using AI-supported tools to develop CRM content and creative while maintaining a high quality and brand bar.
• Understand AI capabilities sufficiently to brief teams, evaluate outputs, identify gaps and drive iterations .
• Use performance data and experimentation to continuously improve AI-assisted creative and communication.
• Identify opportunities to use AI to make CRM more personalized, contextual and scalable.

5. Omnichannel Customer Engagement

• Connect digital CRM with the broader App, Web and Retail customer experience .
• Build consistent customer journeys across digital and physical touchpoints.
• Partner with Retail, Product, Growth and Brand teams to create an integrated customer lifecycle strategy.
• Identify opportunities where digital engagement can influence retail behaviour and vice versa.

6. Cross-functional Leadership

• Work closely with Product, Growth, Analytics, Brand, Creative, Technology and Retail teams to deliver CRM-led growth initiatives.
• Influence and drive initiatives across teams without relying solely on direct people management.
• Set clear direction, establish priorities and drive execution from strategy through implementation.
• Build strong relationships with stakeholders and ensure CRM initiatives translate into measurable business outcomes.