Retention Marketing Lead
Lifecycle
and CRM
Reports to: VP Marketing
Location: Delhi NCR
(on-site)
Team: you will shape and lead the retention
function
Experience: 5+ years
Compensation: Competitive,
commensurate with experience
About Dentalkart
Dentalkart is India's leading
online dental marketplace. We supply the dentists, clinics, and labs that run
the country's oral healthcare, from single-chair practices to multi-clinic
groups, alongside a fast-growing base of everyday consumers. Waldent, our own
brand, sits inside the catalog. Because dental practices reorder on a
predictable cycle, the right merchandising, retention, and category decisions
compound month after month. We are building a new, owner-led marketing
structure, and this is one of five leadership seats in it.
Why this role exists
Dental practices reorder on a
cycle, which makes retention the economic engine of this business, not
acquisition. You own the second purchase, the tenth purchase, and everything
that keeps a customer buying. This seat exists because lifetime value is where
the margin lives, and it has been under-owned until now.
What you own
• Customer lifetime value and the LTV-to-CAC ratio
• Repeat purchase rate and retention across cohorts
• The full customer journey and the lifecycle
communication behind it: onboarding, replenishment, reactivation, win-back
• Nudges that recover customers dropping at any funnel
stage, in-app and across channels
What you will do
• Build lifecycle journeys in MoEngage across email
(Kasplo), WhatsApp and RCS (Onextel), SMS (Gupshup), and push, mapped to where
each customer sits in their buying cycle
• Segment customers (RFM, category, practice type, B2B
versus consumer) and run targeted retention and replenishment programmes
• Locate the funnel drop-off points and deploy nudges
that recover them, measured by recovered revenue
• Build and own a reactivation and win-back engine for
lapsed buyers
• Stand up the retention metric stack (cohort retention,
repeat rate, lifetime value, LTV-to-CAC) so the whole org reads the same
numbers
• Partner with Merchandising on in-session nudges and
with Category on replenishment and offer logic
How you will be measured
• Repeat purchase rate and cohort retention curves
• Lifetime value and LTV-to-CAC
• Recovered revenue from funnel-drop nudges and win-back
• Lifecycle channel performance measured to revenue, not
opens alone
What good looks like in your first 6 to 12
months
• By month 6, a measurable and defensible lift in repeat
purchase rate, or in revenue recovered from funnel drop-offs and win-back,
against the baseline you set early
• The core lifecycle journeys (onboarding, replenishment,
win-back) live, attributed, and contributing revenue the business can see and
plan against
• Lifetime value and LTV-to-CAC visible at cohort level
and moving in the right direction, with a retention metric stack the rest of
the org trusts enough to plan against
Must-haves
• MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI,
FMS, MDI, SPJIMR, IIFT or equivalent)
• 7+ years in retention, CRM, or lifecycle marketing for
an e-commerce, subscription, or platform business
• Hands-on experience with a CRM or engagement platform
(MoEngage, CleverTap, WebEngage, Braze or similar) and multi-channel
orchestration
• Strong command of cohort analysis, segmentation,
lifetime value, and retention economics
• Evidence of moving repeat rate, retention, or lifetime
value, shown with numbers
Preferred
• Experience in a reorder or replenishment-driven
category
• B2B and consumer lifecycle experience in the same role
• Comfort designing loyalty programmes
This role is for you if
You believe the second order
matters more than the first, and you can turn a CRM platform into a revenue
engine rather than a newsletter scheduler. It is not for you if you treat
retention as campaign-blasting rather than journey design tied to lifetime
value.
Requirements
Requirement
• MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI,
FMS, MDI, SPJIMR, IIFT or equivalent)
• 7+ years in retention, CRM, or lifecycle marketing for
an e-commerce, subscription, or platform business
• Hands-on experience with a CRM or engagement platform
(MoEngage, CleverTap, WebEngage, Braze or similar) and multi-channel
orchestration
• Strong command of cohort analysis, segmentation,
lifetime value, and retention economics
• Evidence of moving repeat rate, retention, or lifetime
value, shown with numbers
Preferred
• Experience in a reorder or replenishment-driven
category
• B2B and consumer lifecycle experience in the same role
• Comfort designing loyalty programs
