Job Description

Experience: 2-3 years (min. 2 years hands-on) o Location: Chennai o Function: Lifecycle, Retention, Localization & Automation
Role Purpose
Own Email + WhatsApp lifecycle marketing end-to-end: design retention strategy, implement automations, execute campaigns, manage portals, analyze seasonal trends by country/region, localize content and cadence, run loyalty & advocacy programs, and train the answer-bot to convert after hours.
What You'll Own
End-to-End Retention Strategy (Multi-Region)

• Map lifecycle (lead ? first buy ? onboarding ? replenishment ? cross-sell ? win-back) per country/region with local holidays, seasonality, languages, offer sensitivity, and send-time logic.

• Maintain regional media calendars (festivals, paydays, weather/flu seasons, gifting windows) and align promos & replenishment cycles.

Implementation & Execution

• Build localized journeys/flows: welcome, education, cart/browse abandon, replenishment, post-purchase NPS/Upsell, win-back, VIP--tailored per market.

• Operate campaigns with QA, consent, UTM hygiene; coordinate creative and translations.

Portal Ownership

• Manage Zoho Campaigns/CRM, Shopify integrations, WhatsApp BSP (Gupshup/Infobip); maintain lists, templates, tags, and domain reputation.

Answer-Bot (After-Hours Conversion)

• Train/maintain WhatsApp/Chat bot to handle FAQs, product finder, guide to checkout, fetch order status, schedule callbacks, and escalate to human.

Loyalty & Advocacy

• Own loyalty program, referral journeys, UGC/reviews capture, and advocacy campaigns (creator/customer spotlights).

• Build community touchpoints: re-order nudges, anniversary/goal milestones, member-only drops.

Requirements
Core Responsibilities

• Write/design high-converting emails & WhatsApp templates for each market; keep tone and claims compliant locally.

• Analyze seasonal trends (country/region) using historical sales, cohort/RFM, and content engagement; turn insights into localized flows & promos.

• Ensure deliverability (SPF/DKIM/DMARC, warming, list health); monitor per-region inbox placement.

• Implement event tracking (GA4/GTM, server events); attribute revenue by channel, cohort, and region.

• Launch loyalty/referral mechanics across email/WhatsApp; integrate with PDP/checkout and post-purchase flows.

Tool Stack

• Messaging & CRM: Zoho Campaigns, Zoho CRM/Flows/Marketing Automation; WhatsApp BSP (Gupshup/Infobip/Twilio).

• E-commerce: Shopify + Flow (nice), webhooks, metafields.

• Analytics: GA4, Looker Studio, UTM builder; cohort/RFM in Sheets/BI; Hotjar/Clarity (with UX).

• Tagging: GTM; server-side events/CAPI (with Dev/Analyst).

• Creation: Stripo/BeeFree/HTML email; Canva/Figma.

Certifications (Preferred)

• HubSpot Email Marketing or Lifecycle

• GA4

• Meta WhatsApp Conversational/BSP

• Zoho CRM/Campaigns badges (nice)

Must-Have "2+ Years Hands-On" (Hard Screen)

• Building email + WhatsApp automations that materially increased retention/LTV.

• Running multi-region calendars (seasonality/holidays) with localized content and measurable lifts.

• Managing deliverability and recovering reputation issues.

• Training/optimizing a WhatsApp/Chat bot that assists checkout and order completion after hours.

• Standing up loyalty/referral programs integrated with lifecycle flows.

KPIs

• Flow Revenue %, Campaign Revenue, Repeat Purchase Rate, Time-to-Second Purchase, Churn

• Regional Metrics: open/click/conversion by country/region; seasonal campaign ROI

• Deliverability: inbox placement, bounce/complaint/unsubscribe (by region)

• Loyalty & Advocacy: program enrollment, active members, referral rate, UGC/reviews volume, NPS/CSAT

• Bot Impact: after-hours sessions, bot-assisted orders, deflection rate

• List Health & Growth: net subs, opt-in rate, list decay

Skills Required