CRM Analytics – Senior ManagerAs the Senior Manager – CRM & Loyalty, you will lead the strategy, execution, and optimization of CRM & Loyalty initiatives that drive customer engagement, retention, and long-term value across markets. This role demands a visionary mindset combined with strong analytical expertise to design and execute data-driven communication strategies. You will be accountable for leveraging deep customer insights to orchestrate omni-channel, personalized campaigns that align closely with business goals and deliver measurable results.Key Responsibilities:CRM Strategy & Communication PlanningOwn the end-to-end CRM strategy, aligning lifecycle, loyalty, and national campaign efforts with broader business objectives.Design customer communication strategies mapped to the customer lifecycle, including acquisition, onboarding, engagement, retention, and reactivation.Develop and execute strategic CRM communication calendars, ensuring timely, relevant, and business-aligned messaging across customer touchpoints.Utilize features like channel preference, send-time optimization, and behavior-based triggers to maximize communication effectiveness and user experienceLoyalty & Lifecycle CampaignsCollaborate closely with marketing, product, and loyalty teams to develop customer engagement strategy that reward customer behavior and reinforce brand affinity.Define KPIs and measurement frameworks for lifecycle and loyalty programs to continuously assess and improve impact.Performance Analytics & OptimizationSet campaign goals, track CRM KPIs (LTV, retention, churn, frequency, ROAS, etc.), and drive ongoing optimizations through data-driven insights.Design and manage robust testing frameworks (A/B, multivariate) to enhance communication effectiveness.Translate analytics into actionable insights and strategic recommendations for senior leadership.Technology & IntegrationDrive integration of CRM tools with data platforms, campaign systems, and external vendors to enable seamless execution and tracking.Collaborate with data engineering and tech teams to ensure scalable, clean, and accessible data flows for CRM initiatives.Team Leadership & Cross-functional CollaborationLead and mentor a team of analysts and CRM specialists, fostering a culture of data-driven experimentation and continuous learning.Act as the CRM thought partner to internal stakeholders, advocating for best practices and strategic thinking across the organization.Manage strong relationships with various business teams to understand their CRM & marketing needs and ensure that delivered results are relevant and timely to their business challenges. Requirements:Bachelor’s degree in marketing, business administration or related fieldResults-oriented mindset with the ability to work under pressure and meet deadlines.5+ years’ of experience in CRM management in retail/ ecommerce/ food-tech/ marketing/ loyalty industries with a proven track record of delivering resultsStrong project management skills with the ability to manage multiple projects simultaneously while adhering to timelinesKnowledge of standard methodologies & current trends in direct marketing communication and CRM strategy for retail, digital commerce, or mobile apps preferredUnderstands key metrics, such as ROAS, ROI, LTV, and retention & frequency, as well as how different metrics affect one another.Technical skills, including Excel, data mining (basic SQL), and data visualization (PowerBI, Tableau, or Google Data Studio) is highly preferredAbility to use analytics to understand digital consumer behaviours and find opportunities to accelerate growthExperience in hiring and mentoring junior analystsStrong communication skill