Retention & Growth Manager

About the job:We're looking for a Retention & Growth Manager to take ownership of the customer lifecycle at Xtovia. The core focus of this role is retention marketing, converting first-time buyers into repeat customers, increasing customer lifetime value, and building a loyal customer base. You will work across CRM, customer segmentation, lifecycle campaigns, loyalty, referrals, reactivation, and customer engagement. This is a highly hands-on role where you will be expected to analyse, experiment, execute, and learn quickly.

Key Responsibilities:

A. Customer Retention

1. Own and execute Xtovia's retention and repeat-purchase strategy.

2. Identify opportunities to increase repeat purchase rate, purchase frequency, and LTV.

3. Analyse customer behaviour to understand why customers repurchase, churn, or become inactive.

4. Build replenishment strategies based on product usage and consumption cycles.

5. Develop cross-sell and upsell journeys across the product portfolio.

6. Build win-back strategies for dormant and lapsed customers.

B. CRM & Lifecycle Marketing

1. Own the customer journey from first purchase through product experience, replenishment, repeat purchase, loyalty, and advocacy.

2. Plan and execute campaigns across WhatsApp, email, SMS, and other CRM channels.

3. Build automated journeys for welcome, post-purchase, product education, replenishment, cross-sell, upsell, abandoned cart, and win-back.

4. Test different messaging, offers, content, timing, and customer segments.

5. Work closely with the Content and Creative Teams to develop high-performing CRM campaigns.

C. Loyalty & Community

1. Build and manage loyalty and rewards initiatives.

2. Develop referral programs to turn existing customers into acquisition channels.

3. Drive customer reviews, UGC, testimonials, and referrals.

4. Create campaigns that build engagement and brand affinity beyond discount-led marketing.

D. Data & Experimentation

1. Track Repeat Purchase Rate, LTV, Churn, Purchase Frequency, CRM Revenue, AOV, and Reactivation Rate.

2. Build customer segments based on purchase behaviour, recency, frequency, product purchased, and customer value.

3. Analyse campaign performance and identify growth opportunities.

4. Run A/B tests and continuously optimise the customer lifecycle.

Your core goal:

1. Turn first-time customers into repeat customers and repeat customers into loyal Xtovia advocates.

2. You will be responsible for improving Repeat Purchase Rate, Customer LTV, Purchase Frequency, CRM Revenue, Reactivation, Customer Engagement, and Referrals.

Why Join Xtovia?

1. Work directly with the founding team.

2. Own retention marketing for a fast-growing Indian haircare brand.

3. Build the CRM, loyalty, and customer lifecycle engine from the ground up.

4. Get exposure to D2C growth, consumer behaviour, data, and brand building.

5. High ownership, experimentation, and learning.Who can apply:Only those candidates can apply who:have minimum 1 years of experienceSalary:₹ 5,00,000 - 8,00,000 /yearExperience:1 year(s)Deadline:[hidden]:59:59Other perks:5 days a weekSkills required:Digital Marketing, E-commerce, Client Relationship Management (CRM), Marketing Strategies , Marketing Campaigns and Customer AcquisitionOther Requirements:1. 2–5 years of experience in Retention Marketing, CRM, Lifecycle Marketing, D2C, or E-commerce.2. Strong understanding of customer lifecycle and retention marketing.3. Hands-on experience with WhatsApp, Email, SMS, and CRM/marketing automation platforms.4. Strong analytical skills and comfort working with customer data.5. Experience with Shopify and D2C analytics is a plus.6. Experience in beauty, personal care, wellness, or consumer brands is preferred.7. Strong communication and copywriting skills.8. Someone who enjoys experimenting and finding out what actually makes customers come back.9. A hands-on, ownership-driven startup mindset.About Company:Xtovia is the trademark of Audym Lifesciences. We are a science-backed personal care brand built at the intersection of beauty, research, and technology. With patented formulations, clinical trials, and a deep focus on innovation, we aim to bring high-performance skincare and haircare solutions to modern consumers. The company was founded by entrepreneurs from IIT and NIT with 3X exits and is backed by reputed investors. We're building a premium-yet-accessible brand designed for today's digitally native audience where performance, trust, and experience come first. This is an exciting opportunity to work at a fast-growing startup that's redefining beauty through real science, modern branding, and meaningful impact. If you're someone who thrives in high-ownership environments and wants to contribute to something disruptive from the ground up, we'd love to have you on board.

Responsibilities

We're looking for a Retention & Growth Manager to take ownership of the customer lifecycle at Xtovia. The core focus of this role is retention marketing, converting first-time buyers into repeat customers, increasing customer lifetime value, and building a loyal customer base. You will work across CRM, customer segmentation, lifecycle campaigns, loyalty, referrals, reactivation, and customer engagement. This is a highly hands-on role where you will be expected to analyse, experiment, execute, and learn quickly.

Key Responsibilities:

A. Customer Retention

1. Own and execute Xtovia's retention and repeat-purchase strategy.

2. Identify opportunities to increase repeat purchase rate, purchase frequency, and LTV.

3. Analyse customer behaviour to understand why customers repurchase, churn, or become inactive.

4. Build replenishment strategies based on product usage and consumption cycles.

5. Develop cross-sell and upsell journeys across the product portfolio.

6. Build win-back strategies for dormant and lapsed customers.

B. CRM & Lifecycle Marketing

1. Own the customer journey from first purchase through product experience, replenishment, repeat purchase, loyalty, and advocacy.

2. Plan and execute campaigns across WhatsApp, email, SMS, and other CRM channels.

3. Build automated journeys for welcome, post-purchase, product education, replenishment, cross-sell, upsell, abandoned cart, and win-back.

4. Test different messaging, offers, content, timing, and customer segments.

5. Work closely with the Content and Creative Teams to develop high-performing CRM campaigns.

C. Loyalty & Community

1. Build and manage loyalty and rewards initiatives.

2. Develop referral programs to turn existing customers into acquisition channels.

3. Drive customer reviews, UGC, testimonials, and referrals.

4. Create campaigns that build engagement and brand affinity beyond discount-led marketing.

D. Data & Experimentation

1. Track Repeat Purchase Rate, LTV, Churn, Purchase Frequency, CRM Revenue, AOV, and Reactivation Rate.

2. Build customer segments based on purchase behaviour, recency, frequency, product purchased, and customer value.

3. Analyse campaign performance and identify growth opportunities.

4. Run A/B tests and continuously optimise the customer lifecycle.

Your core goal:

1. Turn first-time customers into repeat customers and repeat customers into loyal Xtovia advocates.

2. You will be responsible for improving Repeat Purchase Rate, Customer LTV, Purchase Frequency, CRM Revenue, Reactivation, Customer Engagement, and Referrals.

Why Join Xtovia?

1. Work directly with the founding team.

2. Own retention marketing for a fast-growing Indian haircare brand.

3. Build the CRM, loyalty, and customer lifecycle engine from the ground up.

4. Get exposure to D2C growth, consumer behaviour, data, and brand building.

5. High ownership, experimentation, and learning.