Lead Martech & CRM, Digital

Job Description

Job Context: 

• In a rapidly evolving digital landscape, customer experience has become a key differentiator. As MFL accelerate its digital-first marketing approach, the integration of marketing technology and data-driven CRM strategies is critical to driving personalized engagement, operational efficiency, and measurable growth. The role holder will play a pivotal role in bridging marketing, technology, and data, to architect scalable solutions, orchestrate seamless customer journeys, and unlock the full value of our Martech stack. 

• Positioned at the crossroads of marketing strategy, data-led customer engagement, and advanced technology integration, this role is responsible for unlocking personalized and scalable growth.

 • This job directly influences the top-line of Brand.com and superapp business by engaging with and converting repeat customers. The role holder also co-creates the GTM that is used to communicate across marketing mediums to drive new customer acquisition. Major challenges arise due to the following context: 

• Strategize and create processes across brands, communicate to win trust and drive adoption 

• Ascertain efficient utilization of spends - fluctuations in available spends due to business cycles in other channels.

 • Deliver results through operational teams in multiple channels and therefore collaborate effectively with multiple teams to deliver on common goals. 

• Co-create GTM, campaigns, etc. by working with most teams within the brand (Marketing, Retail, Sales), as well as support functions like product on actions.

 • Champion innovation by evaluating new tools, setting up integrations between them and driving implementation and adoption across brands and channels.   

Key Responsibilities:

  Engagement of B2C customers, as measured through active customers on app, traffic on web:

 • Partner with B2C and Marketing team to align on GTM plans, drive engaging communication to ensure sustained customer interest (visits, time spent etc.) • Partner with marketing to ascertain consistent, continuous and unified communication to customers across channels like social, app, retail, etc. Monitor execution of calendarized campaigns wherever feasible. • Provide creative inputs to business owners to improve CTRs and conversion, thereby achieving desired ROAS.

Converting engagement to sales, as measured through repeat business, new customer acquisition:

 • Drive interventions to convert intent to sale, therefore owning repeat business for B2C • Strategize and execute personalized conversations with loyal customers to further increase loyalty • Partner with marketing agencies to achieve the retention objective through remarketing

 Enable repeat business for all MFL channels (retail, value, etc.), maximize customer lifetime value

• Ascertain availability of clean database that is amenable to personalized and accurate communication • Continuously drive innovation and integration in tools, communication practices, content, medium, etc to sustain and improve customer engagement, thereby driving channel visits (footfalls) • Partner with product, MIS, tech to leverage internal and external tools and vendors to achieve repeat sales, recommend features and capability enhancements to drive repeat business efficiently • Increase repeat base and customer life cycle value 

Analytics to drive spend efficiencies, as measured through channel ROAS:

 • Optimize CRM spends by driving data availability and analytics for all channels, identifying high-propensity and segments • Monitor and advise operations across channels on input metrics like frequency, quality of copies, quality of imagery, tone, etc. to maximize click through and conversion • Get external agencies organized on data to maximize ROAS