Retention Marketing Manager

Company Description

Cumin Co. is a health-first cookware and kitchenware brand built for the modern Indian kitchen, blending design, material science, and innovation. As India’s first homegrown enamel-coated cast iron brand, we are redefining cookware with thoughtfully designed products that elevate everyday cooking experiences.

As we scale rapidly, we are looking for a Manager – Retention to drive customer lifecycle marketing, increase repeat purchases, improve customer lifetime value (LTV), and build long-term customer relationships across our D2C channels.

Role Description

The Manager – Retention will be responsible for developing and executing retention strategies across email, SMS, WhatsApp, loyalty, referrals, and customer engagement programs. This role requires a strong understanding of customer behavior, lifecycle marketing, CRM automation, and data-driven growth strategies.

You will work closely with Growth, Brand, Product, Customer Experience, and Analytics teams to maximize customer retention and revenue from existing customers.

Key Responsibilities

Customer Lifecycle Management

● Develop and execute customer retention strategies across the entire customer lifecycle.

● Build customer journeys for onboarding, engagement, repeat purchase, replenishment, win-back, and loyalty.

● Create segmented communication strategies based on customer behavior, purchase history, and engagement levels.

CRM & Marketing Automation

● Own CRM channels including Email, SMS, WhatsApp, Push Notifications, and other retention platforms.

● Design and optimize automated flows such as welcome series, abandoned cart, browse abandonment, post-purchase, replenishment, and reactivation campaigns.

● Continuously test and improve customer journeys through A/B testing and experimentation.

Loyalty & Referral Programs

● Develop and manage customer loyalty and rewards programs.

● Identify opportunities to increase repeat purchase frequency and customer advocacy.

● Drive referral initiatives to enhance organic customer acquisition.

Data & Analytics

● Monitor and improve key retention metrics including Repeat Purchase Rate, LTV, Retention Rate, Churn Rate, and Revenue from CRM channels.

● Analyze customer cohorts and behavior to identify growth opportunities.

● Build dashboards and provide actionable insights to leadership.

Cross-Functional Collaboration

● Partner with Brand and Content teams to create compelling retention campaigns.

● Work closely with Customer Experience teams to identify customer pain points and improve retention.

● Collaborate with Product and Analytics teams to enhance personalization efforts.

Revenue Growth

● Own retention revenue targets and contribute significantly to overall D2C growth.

● Identify upsell, cross-sell, and personalization opportunities to maximize customer value.

Requirements

● 5+ years of experience in Retention Marketing, CRM, Lifecycle Marketing, or Growth Marketing.

● Prior experience in D2C, e-commerce, consumer brands, or high-growth startups preferred.

● Strong understanding of customer lifecycle management and retention frameworks.

● Hands-on experience with CRM and automation tools such as MoEngage, CleverTap, WebEngage, or similar platforms.

● Strong analytical skills with proficiency in Excel, Google Analytics, Shopify, and reporting tools.

● Experience running A/B tests and data-driven optimization initiatives.

● Excellent stakeholder management and project execution skills.

Key Metrics of Success

● Repeat Purchase Rate

● Customer Lifetime Value (LTV)

● Retention Rate

● Churn Reduction

● CRM Revenue Contribution

● Loyalty Program Engagement

● Customer Reactivation Rate

Why Join Cumin Co.?

● Opportunity to build and scale retention for one of India’s fastest-growing cookware brands.

● High ownership and direct impact on business growth.

● Collaborative and entrepreneurial work environment.

● Work closely with founders and leadership on strategic growth initiatives.