Senior Specialist - Database & CLM
The Database Marketing & CLM Specialist is responsible for managing and leveraging customer data to optimize personalized marketing efforts, customer engagement, and retention strategies. This role will oversee customer segmentation, lifecycle marketing, data-driven campaigns, and automation using code-less mar-tech tools for nudges, web push, app push notifications, and personalized outreach.
The ideal candidate should be data-driven, proficient in database management, audience segmentation, and customer lifecycle strategies, with experience in marketing automation platforms.
Responsibilities and Duties:
Database Management & Audience Segmentation
- Manage and maintain a centralized customer database, ensuring data accuracy, hygiene, and compliance with privacy regulations (GDPR, CCPA, etc.).
- Develop customer segmentation models based on behaviour, demographics, purchase history, and engagement levels.
- Work with BI & Analytics teams to extract actionable insights from customer data.
- Create and update customer personas and journey maps to optimize marketing outreach.
Customer Lifecycle Management (CLM)
- Design and implement CLM programs that nurture leads, onboard new customers, increase loyalty, and reduce churn.
- Develop targeted retention and win-back campaigns for lapsed customers.
- Monitor customer engagement levels and develop strategies to enhance customer lifetime value (CLV).
- Track customer drop-off points and pain areas, using data-driven insights to improve retention strategies.
Marketing Automation & Personalization
- Use code-less marketing automation tools (e.g., Braze, MoEngage, Clevertap, WebEngage) to orchestrate personalized customer journeys.
- Implement behaviour-based triggers for sending personalized nudges, web push, app push, and email/SMS notifications.
- Set up real-time, event-driven messaging workflows to enhance user engagement.
- Conduct A/B testing on different customer journeys and optimize for better conversions.
Campaign Execution & Performance Analysis
- Plan, execute, and optimize data-driven marketing campaigns across multiple touchpoints.
- Collaborate with social, paid media, and content teams to align database-driven campaigns with overall marketing efforts.
- Track campaign performance using Google Analytics, CRM dashboards, and marketing automation platforms.
- Provide regular reports on customer engagement, campaign effectiveness, and retention rates.
Customer Engagement & Experience Optimization
- Enhance the customer experience across digital touchpoints by providing timely and relevant interactions.
- Work closely with UX/UI, web, and app teams to improve user engagement based on behavioural data.
- Identify high-value customer segments and tailor exclusive engagement strategies for them.
- Ensure seamless Omni channel experiences across web, app, social, and offline channels
Requirements and Qualifications:
- Bachelor’s degree in Marketing, Data Analytics, Business, or a related field.
- 5+ years of experience in Database Marketing, Customer Lifecycle Management (CLM), or Marketing Automation, preferably in the airline, travel, or e-commerce industry.
- Strong understanding of customer segmentation, retention strategies, and engagement frameworks.
- Hands-on experience with marketing automation platforms (Braze, MoEngage, Clevertap, WebEngage, or similar tools).
- Proficiency in data analysis, SQL, Google Analytics, and CRM platforms.
- Experience working with A/B testing, behavioural tracking, and predictive analytics.
- Strong stakeholder management and collaboration skills.
