CRM & Marketing Analytics

Job Title: Manager Marketing Analytics & CRM
Location: Kolkata (Head Office)
Department: Marketing
Reports To: Head Marketing
Role Summary:
We are seeking a sharp, consumer-obsessed Marketing Analytics & CRM Manager who
can translate behavioral data into meaningful business actions. This is a strategic role
responsible for driving insight-led marketing, owning the CRM function, and building a
strong data-backed feedback loop for all key marketing and customer initiatives. The ideal
candidate will combine analytical depth with a strong understanding of consumer
behavior and business dynamics in a modern retail environment.
Key Responsibilities:
Consumer & Behavioral Analytics:

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Analyze customer cohorts, purchase journeys, and behavioral patterns to uncover
growth opportunities.
Build logic-based hypotheses around customer triggers and translate them into
segmentation strategies and marketing interventions.
Develop behavioral models (e.g., churn, LTV, next-best action) and test them across
campaigns.
CRM Leadership:

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Lead end-to-end CRM strategy from platform management to campaign execution
and performance analysis.
Drive personalized, omni-channel customer journeys (email, SMS, app, WhatsApp)
focused on engagement, retention, and reactivation.
Partner with tech and Martech teams to automate, personalize, and scale CRM efforts.
Marketing & Campaign Analytics:

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Design pre-post, control-test, and incremental sales models to measure marketing
campaign efficacy.
Track KPIs including ROI, AMS uplift, conversion rates, repeat visits, and customer
stickiness.
Derive actionable insights and collaborate with business and category teams to
implement them.

Loyalty Program Analytics (My Spencers Reward):

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Analyze loyalty program performance, customer lifecycle trends, and redemption
behavior.
Track key metrics like activation rate, incremental sales contribution, and frequency
lift.
Recommend data-backed interventions to increase loyalty-driven revenue.
Strategic Business Insights:

- Work closely with leadership to share synthesized reports, dashboards, and strategic
insights that influence business decisions.
Convert analytical findings into commercial levers pricing, assortment, targeting,
and retention tactics.
Qualifications & Experience:

- 69 years of experience in consumer analytics, CRM, or data-driven marketing roles;
preferably in retail, offline stores or FMCG.
Strong knowledge of SQL, Excel, and analytics/visualization tools (Power BI,
Tableau, Google Data Studio).
Hands-on experience with CRM platforms.
Solid grounding in consumer psychology, funnel analysis, segmentation, and
customer lifecycle management.

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MBA in Marketing/Analytics or relevant domain preferred.