Job Summary
We are looking for a data-driven Retention Marketing Manager who can build and scale our end-to-end lifecycle marketing engine. The ideal candidate has hands-on experience managing retention calendars, orchestrating BAU campaigns, running automated journeys, and discovering new revenue opportunities across customer cohorts. This person will play a key role in strengthening IndiGo’s D2C ecosystem by improving repeat bookings, segment performance, engagement rates, and customer lifetime value.
Key Responsibilities
- Retention Calendar & BAU Management
- Own the monthly and quarterly retention calendar across email, push, SMS, WhatsApp, and in-app channels.
- Prioritize BAU campaigns (transactional, informational, offer-led, and lifecycle) ensuring timely execution.
- Define communication cadence for each cohort: students, frequent flyers, drop-offs, international travellers, dormant users, etc.
- Coordinate with design, analytics, and product teams to deliver high-quality retention assets.
- Lifecycle Automation & Journey Building
- Set up automated journeys across CRM platforms (Adobe Campaign, MoEngage, Braze, or equivalent).
- Build lifecycle flows such as welcome series, abandoned search, abandoned booking, fare alerts, post-booking journeys, and ancillary upsell.
- Ensure journeys are optimized for engagement, conversion, and revenue impact.
- Cohort Strategy & Segmentation
- Work closely with CDP and Analytics teams to identify micro-segments and high-value cohorts.
- Maintain precision-based targeting: fare seekers, app-only users, web drop-offs, high-frequency segments, student IDs, etc.
- Translate customer insights into retention strategies with measurable outputs.
- Revenue Growth & New Avenues
- Identify new opportunities for incremental revenue:
- cross-sell and upsell moments
- ancillary attachment strategies
- personalized offers and fare nudges
- contextual campaigns using behavioural signals
- Run controlled experiments (A/B, multivariate) to test new revenue levers.
- Analytics, Reporting & Optimization
- Monitor daily/weekly/monthly retention performance dashboards.
- Track KPIs: repeat booking rate, open/click rates, conversion %, revenue per user, LTV, churn rate, app engagement, ancillary attachment %.
- Provide structured insights on campaign impact and user funnel behaviour.
- Build feedback loops with BI/Data teams to continuously refine segmentation and targeting.
- Cross-Functional Collaboration
- Collaborate closely with Product, Revenue Management, Brand, Media, and Customer Experience teams.
- Align retention narratives with ongoing performance marketing initiatives and D2C growth targets.
- Ensure governance, data hygiene, and compliance (opt-outs, consent, GDPR/DPDP, etc.).
Required Skills & Experience
- 5 to 7 years of hands-on experience in CRM/Retention Marketing.
- Any graduate
- Strong command over CRM platforms (Adobe Campaign preferred; MoEngage/Braze acceptable).
- Experience in running multi-channel retention journeys.
- Solid grasp of customer segmentation, CDP workflows, attribution, and funnel analytics.
- Ability to interpret large datasets and convert them into actionable strategies.
- Understanding of airline, travel, or e-commerce ecosystems is a plus.
- Proficiency in Excel, dashboards, and data interpretation.
- Strong project management skills with a high sense of ownership.
Key Attributes
- Analytical thinker with strong attention to detail.
- Comfortable working in a fast-paced, data-heavy environment.
- Ability to manage multiple stakeholders and cross-functional requirements.
- Strategic mindset combined with flawless execution skills.
- Clear communicator who can simplify complex analyses into actionable insights.
