Customer Relationship Management Specialist

Role summary

This position owns revenue from Dot & Key’s direct communication channels, including email, WhatsApp, push notifications, and SMS. It is a business-facing CRM role where campaign planning, automation design, and audience segmentation must directly support monthly revenue goals. The person in this role will collaborate with the Performance team on lifecycle planning, with Content on creative execution, and with Tech on system integration and data quality.

Key role details

Department: Digital & Media Marketing

Location: Kolkata

Experience: 3–5 years in CRM or lifecycle marketing, with strong preference for D2C or e-commerce backgrounds.

Core ownership areas

• Manage email campaigns, including planning the calendar, audience segmentation, A/B tests, and inbox deliverability.
• Handle WhatsApp marketing through broadcast planning, conversational journeys, and growth of opt-in audiences.
• Oversee app and web push messaging, including timing, send frequency, and message structure.
• Build and run lifecycle automations such as welcome journeys, post-purchase flows, win-back campaigns, and replenishment reminders.
• Develop segmentation frameworks using RFM, cohort analysis, and behavioural triggers.
• Track and report CRM revenue on a daily, weekly, and monthly basis against target.
• Maintain healthy lists by managing suppressions, unsubscribe compliance, and deliverability monitoring.
• Coordinate with the Performance team so CRM audiences and paid retargeting efforts are aligned.
• Work with Sanchari on blog content coordination for CRM content that supports SEO-adjacent initiatives.

Experience and capability requirements

• At least 3 years of hands-on CRM ownership for a D2C or e-commerce brand, rather than only execution support.
• Practical experience with tools such as Klaviyo, MoEngage, WebEngage, or Clevertap at both campaign and automation levels.
• Independent experience building lifecycle flows such as welcome, post-purchase, and win-back journeys.
• Proven track record of working toward and delivering against a monthly revenue target from owned channels.
• Strong judgment on segmentation, including knowing when a broadcast is appropriate versus a targeted campaign.
• Clear understanding of deliverability fundamentals such as sender reputation, list hygiene, bounce handling, and spam triggers.

Preferred strengths

• Experience using WhatsApp Business API platforms such as Interakt, AiSensy, or Wati for broadcasts and conversational journeys.
• Familiarity with RFM modelling and cohort-based retention analysis.
• Exposure to CRM integrations with paid media for retargeting audience handoffs.
• Working knowledge of DPDP Act basics and consent handling for Indian customer data.
• Prior contribution to loyalty or subscription programmes from the CRM side.
• Basic HTML knowledge for editing email templates.

Performance measures

• Monthly CRM revenue versus target across email, WhatsApp, and push combined.
• Email open rate, click rate, and conversion rate relative to category benchmarks.
• Automation coverage, measured by the share of customers enrolled in at least one active flow.
• List growth and opt-in quality, including low unsubscribe and complaint rates.
• Repeat purchase rate generated from CRM-attributed customer cohorts.
• WhatsApp read rate and reply rate on broadcast campaigns.

Additional notes

This is a commercial ownership role, so every campaign and automation decision must be tied to revenue impact. The role also requires close attention to data hygiene, consent, and list quality so the owned-channel program remains effective and compliant.