CRM & Lifecycle Manager

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.

Responsibilities:

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.

Execution & Operations

• Launch and iterate 3–5 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 Data teams to unblock event tracking and automation

workflows.

Measurement & Optimization

• Maintain always-on holdout tests (5–10%) 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.

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.

• 5–8+ 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.