Manager - Retention Marketing

Role Description : As the Manager – Retention Marketing , you will drive retention, growth, and customer loyalty across Nykaa’s beauty and fashion businesses. This cross-functional role demands a balance of strategic thinking, data-driven decision-making, creative execution, and deep partnership management. You’ll lead critical initiatives across bank alliances, affiliate marketing, CRM, CLM, couponing, and external partnerships to maximize customer LTV and engagement.

Key Responsibilities :

1. Retention & Cohort Strategy

• Own and track cohort retention metrics across user journeys, ensuring accuracy and actionable insights.
• Drive initiatives to improve user retention, loyalty, and repeat purchase frequency.
• Regularly flag trends, risks, or opportunities to the business, product, and analytics teams.

2. CRM & CLM

• Define, execute, and optimize customer lifecycle campaigns across channels (email, SMS, push, in-app).
• Collaborate with content and product teams to deliver personalized messaging across segments.
• Leverage data for dynamic targeting, automation, and behavioral triggers.

3. Bank & Payments Partnerships

• Lead offer planning and business development with banks and payment partners.
• Build and maintain long-term strategic relationships with financial institutions.
• Drive transaction-based growth, co-funded promotions, and campaign execution.

4. Affiliates & 3P Partnerships

• Build and leverage Growth partnerships with external platforms - food delivery apps, OTTs, other Ecom platforms etc.
• Own the affiliate marketing ecosystem including affiliate partners like CashKaro, Admitad and payment platforms like PhonePe, Paytm, Cred etc
• Manage partnership calendars, budget controls, and ensure performance accountability through tracking tools like AppsFlyer and Mixpanel.

5. Cost Control & Budgeting

• Consolidate marketing spend overview for retention and affiliate channels.
• Monitor performance uplift and ROI against campaign spends.
• Conduct monthly/quarterly budget reviews and drive strategic cost optimization.

Qualification, Experience & Skills Required :

• MBA/PGDM in Marketing or related field
• 3–5 years of experience in Retention Marketing, CRM, Affiliate/Partnerships, or Growth Marketing.
• Deep understanding of user segmentation, marketing funnels, and lifecycle communication.
• Experience working with Martech tools like Clevertap, MoEngage, Mixpanel, AppsFlyer, Google Analytics, etc.
• Analytical mindset with strong proficiency in Excel and campaign performance analysis.
• Excellent stakeholder management and project coordination abilities.