Retention Marketing Manager
RAS Luxury Oils & Moody | RAS Beauty Private Limited Location: Lower Parel, Mumbai (Full-time, Work from Office)
Reports to: Head of Performance Marketing
Brief
RAS Beauty is looking for a data-driven Retention Marketing Manager to own the repeat customers across two distinct D2C brands: RAS Luxury Oils, our luxury skincare and wellness brand and Moody, our younger, trend-led skincare brand. You'll build and run the retention engine that turns first-time buyers into loyal, regimen-driven customers: segmentation, lifecycle journeys, replenishment, loyalty, and winback across WhatsApp, Email, SMS, RCS and Push. You'll also own the on-site levers that drive repeat and AOV, from post-purchase flows to bundling and cross-sell. This is a high-ownership role for someone who is as comfortable reading a cohort retention curve as writing a WhatsApp campaign that makes a customer reorder, and who can run two brands with two very different customer mindsets without flattening them into one playbook.
Key Responsibilities
Retention & CRM Strategy
• Own the retention and CRM roadmap for both RAS and Moody, with brand-specific strategies that reflect each brand's customer, price point and purchase cycle.
• Build RFM and cohort based segmentation, and use it to drive lifecycle journeys: welcome, post-purchase education, replenishment, cross-sell/up-sell, winback and dormant-user reactivation.
• Design regimen-led journeys that move customers from a single hero product to a full routine, and from trial/minis to full-size.
• Plan and execute the retention marketing calendar across WhatsApp, SMS, RCS and on-site messaging, aligned with festive moments and sale events.
• Build and scale loyalty, referral, subscription or membership programmes where they make sense for the unit economics.
On-site Retention & AOV
• Own the repeat-customer experience on-site: post-purchase upsells, bundles and offer sequencing to lift repeat rate and AOV.
• Partner with the website teams to run A/B tests on repeat-customer touchpoints: PDP, cart, checkout, thank-you page and account pages.
• Drive review, rating and UGC collection that feeds both social proof and retention content.
Analytics & Reporting
• Own retention metrics end-to-end: repeat purchase rate, cohort retention, time to second order, LTV, churn, and CRM-attributed revenue
• Track campaign performance (delivery, CTR, CR, revenue per send) and channel cost, and optimize for profitable revenue, not just volume.
• Use GA4, CRM platform analytics and Excel - to surface insights and turn them into actionable levers; present a regular retention review to leadership.
Cross-functional Collaboration
• Work with Performance Marketing to hand over acquired cohorts cleanly and feed first party audiences back into paid campaigns.
• Partner with Content/Creative on CRM creatives and copy, with Product/NPD on launch sequencing, and with CX/Ops on post-purchase experience, delivery and feedback loops.
• Manage CRM, WhatsApp and loyalty vendors and agencies, including cost and performance reviews.
What We Are Looking For
Mandatory Requirements
• 3–5 years of experience in retention/ CRM marketing for a D2C, beauty/personal care or FMCG brand. • Hands-on experience with CRM/marketing automation platforms such as Bitespeed, KwikEngage or equivalent
• Proven record of improving repeat purchase rate, cohort retention, LTV or CRM-attributed revenue, with numbers to show for it.
• Experience running multi-channel campaigns end-to-end, from segmentation to creative brief to execution to reporting. • Working knowledge of GA4 and strong Excel skills for cohort, RFM and funnel analysis (PowerBI/SQL a plus).
Additional Requirements
• Beauty, skincare or personal care experience, especially with regimen based or replenishment driven categories.
• Exposure to loyalty programmes, subscriptions, discount/pricing strategy • Experience with Shopify-based D2C stacks and on-site tools such as Hotjar/Clarity, post-purchase upsell or review apps.
• Experience managing more than one brand or customer segment at the same time.
Who You Are
• Proactive – you don't wait to be told the repeat rate has slipped; you watch the cohorts, catch the dip and fix it.
• Ownership driven – you own the retention number end-to-end, across both brands. • Data conscious – you validate every journey offer and test with data across segments and channels before calling it done.
• Customer obsessed – you understand why a luxury skincare buyer and a Gen Z skincare buyer come back for different reasons, and you write for each.
• Organised – you run a busy, always on campaign and experimentation calendar across two brands without anything slipping through the cracks.
Why Join Us
• Own retention from the ground up for two growing D2C beauty brands with very different audiences.
• Direct exposure to leadership and a real seat in growth decisions.
• A fast moving & high ownership team where your work reflects directly in revenue.