CRM Lead

As CRM Lead, you will own Snoonu's end-to-end CRM reactivation strategy, focusing on recovering customers whose order activity or engagement has declined and bringing them back into the active customer base.

Your mission is to understand why customers disengage, identify the right moment and approach to recover them, and build personalized journeys that generate sustainable momentum after their return. You will be responsible for improving reactivation conversion, reducing time to reactivation, and ensuring recovered customers continue ordering beyond their initial return.

This role goes beyond traditional win-back campaigns. You will develop differentiated strategies based on customer value, inactivity duration, previous behaviour, vertical preferences, promotional dependency, and likelihood to return. You will own reactivation both at platform level and across individual verticals, categories, and services.

This is a high-impact, highly technical, hands-on leadership role where experimentation, data analysis, customer understanding, and commercial efficiency are essential. You will work closely with Product, BI, Engineering, Growth, Commercial, and Loyalty teams to recover customers in a scalable, incremental, and financially sustainable way.

• Reactivation Strategy & Lifecycle Ownership
  • Own Snoonu's CRM reactivation strategy across declining, inactive, dormant, and churned customer segments.
  • Define differentiated recovery journeys based on inactivity duration, historical value, order frequency, vertical usage, engagement, and promotional dependency.
  • Design and continuously optimize journeys that move customers from inactivity back into sustained active behavior.
  • Develop reactivation strategies at both platform and vertical level across Food, Groceries, Marketplace, Pharmacy, Flowers, and future services.
  • Identify early signals of declining activity and build preventive journeys before customers become fully inactive.
  • Ensure reactivated customers receive appropriate follow-up journeys that help generate second and third orders after their return.
• Design, build, and manage automated reactivation journeys across push notifications, email, in-app messages, Content Cards, SMS, Whats App, and pop-ups using Braze.
• Lead structured experimentation across audiences, timing, cadence, messaging, channels, incentives, personalization, and journey sequencing.
• Define clear hypotheses, success metrics, control groups, and measurement periods for reactivation initiatives.
• Test promotional and non-promotional approaches to identify the most efficient recovery strategy for each customer segment
• Continuously optimize targeting, communication frequency, and incentive usage to improve results while reducing customer fatigue and unnecessary promotional spending.
• Share experiment results, learnings, and recommendations with stakeholders and leadership.
• Data Analysis & Performance Ownership
  • Own reactivation KPIs including reactivation rate, time to reactivation, post-reactivation repeat order rate, cost per reactivated customer, and recovered customer value.
  • Independently extract, analyze, and interpret data using SQL to identify churn patterns, behavioral changes, drop-offs, and recovery opportunities.
  • Evaluate customer behavior before and after reactivation to distinguish temporary returns from sustainable recovery.
  • Measure the incremental impact of reactivation initiatives using control groups and appropriate attribution methodologies.
  • Partner with BI and Data teams to validate customer classifications, dashboards, propensity models, and reporting logic.
  • Translate analytical findings into clear actions that improve customer lifetime value, the active customer base, and unit economics.
• Cross-Functional Collaboration
  • Partner closely with Product, Engineering, BI, Data Science, Growth, Commercial, Finance, Loyalty, Customer Experience, and Creative teams.
  • Act as the CRM subject matter expert for reactivation, churn prevention, declining engagement, and customer recovery.
  • Collaborate with Product and Customer Experience teams to identify underlying issues that cannot be solved through communication alone.
  • Work with Commercial, Finance, and Loyalty teams to define efficient incentive strategies and customer eligibility rules.
  • Align reactivation initiatives with seasonal campaigns, product launches, vertical priorities, and broader business objectives.

• 3+ years of experience in CRM, lifecycle marketing, retention, reactivation, customer engagement, or growth marketing.
• Proven experience designing and optimizing reactivation, churn prevention, or win-back programs at scale.
• Deep hands on expertise in Braze, including Canvases, segmentation, event-triggered campaigns, personalization, experimentation, and multi channel orchestration.
• Strong SQL skills are mandatory. You must be able to independently analyze customer behavior, build cohorts, identify drop offs, and measure business impact.
• Strong understanding of…