Main Duties:
Drive user engagement, trip growth, and GMV by designing and optimizing automated CRM & lifecycle programs across all customer personas (Users, Drivers, Merchants, Maids). The role ensures campaigns operate within defined guardrails, with rigorous experimentation, measurement, and arbitration to maximize incremental impact.
Strategy & Roadmap
- Own the CRM roadmap and priorities across both demand and supply sides.
- Define and enforce CRM guardrails (DND hours, frequency caps, TTL rules).
- Establish arbitration logic to determine which message a user should receive when multiple campaigns overlap.
- Own CRM's contribution to North Star metrics (Trips, GMV, Retention) across priority verticals and personas
- Translate company and vertical OKRs into lifecycle strategies and quarterly CRM priorities
Execution & Operations
- Launch and iterate 35 high-impact lifecycle journeys per sprint.
- Manage campaign setups, targeting, timing, and offer approvals.
- Ensure proper QA and documentation before every launch (naming, templates, event validation).
- Partner with Product and BI teams to unblock event tracking and automation workflows.
Measurement & Optimization
- Maintain always-on holdout tests (510%) to measure true incrementality.
- Monitor and improve key KPIs (retention, conversion, reactivation).
- Review uplift results weekly; scale winning campaigns and sunset low performers.
- Publish one-page summaries of experiment outcomes and learnings.
- Present CRM performance, incrementality results, and learnings in weekly/monthly marketing and leadership reviews
Governance & Collaboration
- Run weekly CRM Review and Experiment Review meetings.
- Collaborate closely with Product, Data/BI, Marketing, and Operations teams to align CRM strategy.
- Maintain centralized playbooks, QA checklists, and experiment registries.
- Act as final decision owner for CRM contact strategy, frequency, and prioritization across Marketing and Product-led messages
- Partner with Digital, Brand, and Marketplace teams to ensure CRM is integrated into campaign and demand plans not treated as a downstream channel
Leadership & Team Development
- Lead, coach, and upskill junior CRM team members across execution, experimentation, and analytical thinking
- Set clear operating standards for campaign quality, documentation, and learning velocity
Requirements:
- 58+ yrs CRM/Lifecycle/Growth in high-volume apps (marketplace/e-com/fintech).
- Hands-on Insider/Braze/CleverTap/MoEngage etc + CDP; built always-on automations (not just blasts).
- Strong experimentation chops (holdouts, power, ramp rules) and crisp writing.
- Comfortable with SQL basics or partnering tightly with an analyst.
- Mobility/delivery multi-sided marketplace experience.
- Prior to STO/arbitration implementation.
