CRM & Lifecycle Manager

Main Duties:
Drive user engagement, trip growth, and GMV by designing and optimizing automated
CRM & lifecycle programs across all customer personas (Users, Drivers, Merchants, Maids).
The role ensures campaigns operate within defined guardrails, with rigorous
experimentation, measurement, and arbitration to maximize incremental impact.
Responsibilities:
Strategy & Roadmap
• Own the CRM roadmap and priorities across both demand and supply sides.
• Define and enforce CRM guardrails (DND hours, frequency caps, TTL rules).
• Establish arbitration logic to determine which message a user should receive when
multiple campaigns overlap.
Execution & Operations
• Launch and iterate 3-5 high-impact lifecycle journeys per sprint.
• Manage campaign setups, targeting, timing, and offer approvals.
• Ensure proper QA and documentation before every launch (naming, templates,
event validation).
• Partner with Product and Data teams to unblock event tracking and automation
workflows.
Measurement & Optimization
• Maintain always-on holdout tests (5-10%) to measure true incrementality.
• Monitor and improve key KPIs (retention, conversion, reactivation).
• Review uplift results weekly; scale winning campaigns and sunset low performers.
• Publish one-page summaries of experiment outcomes and learnings.
Governance & Collaboration
• Run weekly CRM Review and Experiment Review meetings.
• Collaborate closely with Product, Data/BI, Marketing, and Operations teams to align
CRM strategy.
• Maintain centralized playbooks, QA checklists, and experiment registries.