CRM Lead

Location: Bengaluru

Role Overview
We are looking for a CRM Lead to own end-to-end CRM strategy, execution, and revenue outcomes for the Fitness Services business. This role will drive lifecycle communication across new acquisitions, post-purchase members, and retention journeys, using data, personalization, and experimentation to impact key business metrics.
The role has direct ownership of revenue driven via CRM, with accountability for measurable business impact.

Key Responsibilities
CRM Strategy, Lifecycle and Revenue Ownership
Own the overall CRM strategy and revenue contribution for Fitness Services business across the full user lifecycle
Define and evolve lifecycle frameworks for new acquisitions, post-purchase members, retention
Translate business and revenue goals into clear CRM roadmaps and quarterly plans
Campaign Planning and Execution
Lead planning and execution of multi-channel CRM campaigns (Push notifications, Whats App, Email, SMS)
Design and execute always-on journeys as well as tactical campaigns
Ensure strong copy, timing, frequency, and personalization aligned with brand tone
Personalization and Experimentation
Use user behaviour, cohorts, and signals to drive personalization
Own A/B testing and experimentation for messaging, channels, and journeys across user cohorts to improve activation, conversion and retention
Continuously improve performance through structured testing and insights
Analytics and Performance Tracking
Define and track key CRM metrics
Work with analytics team to measure incrementality and business impact, along with key CRM metrics
Build dashboards and regular performance reviews for stakeholders
Cross-functional Collaboration
Work closely with Product and Tech teams to ideate new journeys, products, automation, etc. for CRM
Partner with Design and Content teams to ensure high quality creative outputs and effective communication
Collaborate with other functions in the growth team to align and drive short term and long term growth objectives
Team and Process Building
Build, mentor, and scale a high-performing CRM team
Establish strong operating processes, governance, and quality control for CRM execution
Own CRM calendars, documentation, and best practices

Preferred Background
5-7 years of experience in CRM / growth
Prior experience in startups, preferably in D2C, subscription-based, or omni-channel businesses
Proven experience owning CRM strategy + execution at scale
Hands-on experience with CRM platforms (like MoEngage)
Strong understanding of customer lifecycle, segmentation, and personalization
Strong experience owning activation, engagement, and retention journeys
Excellent stakeholder management and communication skills
Ability to balance long-term strategy with fast-paced execution
Strong analytical thinking and comfort working with large datasets
Data-driven mindset with experience measuring incrementality and ROI