Head of Customer Relationship Management

Role Overview

This position serves as the AVP for Customer Relationship Management and Analytics and calls for 15–18 years of experience. The role is responsible for setting a strong strategic direction and delivering practical, innovative solutions for the brand. It owns the complete management of the First Citizen Program at Shoppers Stop Ltd., with a focus on profitability and successful achievement of program goals.

Key Responsibilities

• Build ambitious marketing goals by increasing revenue from the customer database through data-led marketing and loyalty initiatives.
• Create and manage CRM strategy and customer lifecycle initiatives that improve engagement, satisfaction, tenure, traffic, and revenue.
• Direct the design and execution of loyalty marketing programs that support acquisition, retention, win-back, personalization, and promotional efforts.
• Manage loyalty campaigns, including offer planning, member segmentation, behavior-based messaging, triggered communication, and performance tracking.
• Study customer data, identify meaningful segments, and develop targeted campaigns across the customer lifecycle.
• Apply measurement and analysis to test campaign effectiveness and improve scale and impact over time.
• Work closely with digital teams to create strong communication across social media, email, and app-based channels.
• Ensure loyalty initiatives are well integrated into the broader marketing and activation calendar.
• Spot opportunities to improve customer touchpoints across web, app, and stores, and collaborate with Digital and IT teams to implement changes that deliver ROI.
• Review competitor CRM and loyalty offerings and adapt relevant best practices to strengthen program performance.
• Coordinate with Training and Operations teams to ensure smooth execution at the frontline level.

Performance Metrics

The role is expected to contribute against measurable KPIs such as repeat customer growth year over year, improvement in customer lifetime value, program profitability, active loyalty member engagement, new enrollments, win-back success, campaign ROI, and stronger customer advocacy as reflected in Net Promoter Score.

Qualifications

A BE or MBA qualification is required.

Preferred Industry Background

Experience in retail fashion, e-commerce, banking, hospitality, or airlines is preferred.

Additional Information

This role requires end-to-end ownership of a customer loyalty program and a strong ability to combine marketing strategy, analytics, and execution. It also carries responsibility for profitability and P&L-oriented decision-making.

Preferred Skills

• Loyalty platform management
• Marketing automation
• Data interpretation and customer insights
• P&L ownership
• Customer lifecycle management
• Project coordination
• Campaign analytics
• Cross-functional collaboration
• Digital customer engagement