CRM Expert / Lifecycle Marketing Specialist

1. Role & Reporting

Role Title: CRM Expert / Lifecycle Marketing Specialist – Cashkr

Department: Marketing & Growth (with strong cross-functional responsibilities)

Reports To (Primary):

Marketing Head

Functional / Dotted-line:

Data Analyst (for events, cohorts, dashboards & impact measurement)
Head of Technology / IT (for integrations, events & API connections)
CX / Operations Lead (for service messages, SLAs, pickup & order status flows)

Works Closely With:

Performance Marketing Specialist (align offers, creatives, audiences & campaigns)
SEO & Content / Copywriting (for message scripts, subject lines, WhatsApp/Email tone)
Product / App & Web Team (in-app messaging, journeys, UX states)
Pricing & Buyback team (pricing-based triggers, high-value segments, offers)
CX / Support (feedback flows, review collection, communication rules)

2. Role Purpose

Design, implement and optimise end-to-end lifecycle journeys across WhatsApp, Email, SMS, Push and In-App so that:

More users move from Lead → Price View → Order → Pickup → Completion → Feedback → Repeat
Drop-offs in the funnel are reduced and order completion improves
Existing users are retained, reactivated and nurtured into repeat sellers and advocates.

This role sits at the intersection of Marketing + Tech + Data + CX and is highly automation and analytics driven.

3. Key Result Areas (KRAs)

KRA 1 – Lifecycle Strategy & Funnel Ownership
Define the customer lifecycle from first contact to repeat sale and map journeys & automations for each key stage and segment.

KRA 2 – Automation & Journey Building Across Channels
Build and maintain automated flows (WhatsApp, Email, SMS, Push, In-App) for price view, order not completed, pickup reminders, documentation, feedback, win-back, festive offers and more.

KRA 3 – Segmentation & Personalisation
Create and maintain smart segments by device type, behaviour, lead stage, order status, geography and value; use dynamic data (name, device, quote value, city, etc.) to personalise communication.

KRA 4 – Channel Management, Deliverability & Compliance
Ensure messages are delivered reliably (DLT, WhatsApp templates, sender reputation) and channels are used optimally (right volume, right timing, right mix of transactional vs promotional).

KRA 5 – Analytics, Reporting & Continuous Optimisation
Measure lifecycle performance (open, click, conversion, completion, retention, CRM revenue) and run A/B tests to continuously improve flows.

KRA 6 – Tool & Data Integration with Tech & Data Teams
Work with Tech & Data to keep CRM tools integrated with website, app, admin panel, GA4 and data warehouse so that events, attributes and triggers stay in sync.

KRA 7 – Retention, Win-Back & Long-Term Value
Design retention and re-engagement programs to bring back inactive users, recover cancelled/failed orders, and increase repeat selling and referral behaviour.

4. KPIs (Mapped to KRAs)

No. 1 – Lifecycle Conversion & Completion Uplift

Description:
Impact of CRM flows on order completion and key funnel conversions for users who receive lifecycle communication vs those who don’t (where measurable).

Examples of Metrics:

Order completion rate for “Order Not Completed” segment before vs after CRM flows
Completion rate for users who received pickup/verification reminders vs those who didn’t

Target:
Clear uplift trend; specific percentage targets can be set once baseline is known.

Data Source:
GA4, CRM platform, Admin Panel, Looker / dashboards (via Data Analyst).

Review Frequency:
Monthly.

Linked KRAs:
KRA 1, KRA 2, KRA 5, KRA 7.

No. 2 – Revenue / Orders from CRM Flows

Description:
Direct contribution of CRM automations & campaigns to orders and revenue.

Metrics:

Number of orders attributed to CRM flows (e.g., clicked from message → completed order)
Revenue or payout volume associated with CRM-triggered orders (where trackable)

Target:
Grow CRM-attributed orders & revenue share over time.

Data Source:
CRM platform attribution, GA4, Admin Panel, Looker dashboards.

Review Frequency:
Monthly.

Linked KRAs:
KRA 1, KRA 2, KRA 5, KRA 7.

No. 3 – Engagement Metrics (Open, Click, Reply)

Description:
Health of CRM channels in terms of engagement.

Metrics:

Open Rate (Email, Push where applicable)
Click-through Rate (CTR)
Reply/interaction rate for WhatsApp flows (where relevant)

Target:
Channel-standard benchmarks (improve with testing; avoid engagement drop-off caused by spammy sending).

Data Source:
CRM platform / channel analytics, GA4.

Review Frequency:
Weekly / Monthly.

Linked KRAs:
KRA 3, KRA 4, KRA 5.

No. 4 – Drop-Off Reduction in Key Journeys

Description:
Impact on specific bottlenecks in the funnel.

Example Metrics:

% of users who viewed price but did not place order → reduced after “Abandoned Price View” flow
% of orders stuck in “Order Placed / Not Paid / Not Confirmed / Not Verified” statuses → reduced after reminder flows
% of scheduled pickups that failed due to no-docs / no-answer → reduced after communication flows

Target:
Define targets per stage (e.g., reduce price-view drop-off by X%, pickup failure rate by Y%).

Data Source:
Admin Panel, GA4, CRM journey analytics.

Review Frequency:
Monthly.

Linked KRAs:
KRA 1, KRA 2, KRA 7.

No. 5 – Retention & Re-Engagement Metrics

Description:
Measures repeat behaviour and impact of win-back programs.

Metrics (examples):

Repeat sell rate (users placing >1 order)
Re-activation rate for inactive users messaged via CRM
% of cancelled/failed orders recovered via CRM campaigns

Target:
Increase repeat/retained users and re-activated users quarter-on-quarter.

Data Source:
Admin Panel (user-level order history), CRM segments, dashboards.

Review Frequency:
Monthly / Quarterly.

Linked KRAs:
KRA 1, KRA 7.

No. 6 – Journey & Segment Coverage

Description:
How comprehensive CRM is across the lifecycle.

Metrics:

Number of live automated journeys (e.g., Abandoned Price View, Order Not Completed, Pickup Reminder, etc.)
% of total active users/leads that are part of at least one relevant journey or segment

Target:
Cover all critical stages (lead → price view → order → pickup → completion → feedback → repeat) with at least one automation; grow coverage over time.

Data Source:
CRM platform configuration, journey list, audience coverage metrics.

Review Frequency:
Monthly.

Linked KRAs:
KRA 1, KRA 2, KRA 3, KRA 6.

No. 7 – Deliverability, Compliance & Unsubscribe/Spam Rate

Description:
Health and compliance of direct communication channels.

Metrics:

Email bounce & spam complaint rate
WhatsApp template approval rate & block/report rate
SMS DLT compliance, delivery success rate
Unsubscribe rate for Email/SMS (where applicable)

Target:
Keep bounces, complaints and unsubscribes within safe norms; no DLT/WhatsApp violations.

Data Source:
Email platform stats, SMS delivery reports, WhatsApp Business API metrics, CRM dashboards.

Review Frequency:
Monthly.

Linked KRAs:
KRA 4, KRA 5.

5. Core Processes / SOPs Owned

The CRM Expert / Lifecycle Marketing Specialist is owner / co-owner for these SOPs:

Customer Lifecycle & Journey Mapping SOP

Defines the lifecycle for Cashkr:
- Lead → Price View → Order → Pickup → Completion → Feedback → Re-engagement / Repeat
Documents key journeys and states for:
- Web, app, admin panel events & statuses
Identifies which stages must have automation (critical flows) vs nice-to-have.

Automation & Journey Build SOP

How to design and implement flows such as:
- Abandoned Price View
- Order Not Completed
- Pickup Reminder (pre & post scheduled time)
- Verification / Documentation Reminder
- Feedback & Review Collection
- Win-back & Re-engagement sequences
- Festive & Offer-based automations
Standards for:
- Triggers, conditions, delays and exit rules
- Failsafe rules to avoid over-messaging or duplicate journeys.

Segmentation & Personalisation SOP

Primary segmentation rules:
- Device type (phone, Mac, laptop, tablet)
- Lead stage & user behaviour (new lead, cold lead, hot lead)
- Order status (pending, in-progress, completed, failed)
- Geography (city clusters, high-priority zones)
- High-value vs low-value users / orders
How to safely use dynamic fields:
- Name, device name, model, quote value, city, link to resume journey, etc.

Channel & Template Management SOP

WhatsApp:
- Template creation, approval and usage rules
- Opt-in/opt-out handling and compliance
SMS:
- DLT template management and sender ID usage
- Allowed vs disallowed content
Email:
- Template library (transactional vs promotional)
- Basic design & layout rules
Push & In-App messages:
- Placement, frequency and UX rules.

CRM Analytics, A/B Testing & Reporting SOP

Standard metrics per journey and channel.
How to run A/B tests on:
- Subject lines
- Message scripts
- Call-to-action
- Timing and frequency
How to log experiments, learnings and decisions (which variation becomes the new default).
How to work with the Data Analyst to get funnels & cohort reports.

Tool & Data Integration SOP (with Tech & Data)

Required events & attributes for the CRM platform (user ID, device type, quote value, statuses, timestamps, etc.).
How integration requests are raised with Tech:
- New event mapping
- New attribute required
- Webhooks, APIs, or SDK configurations.
How to validate data sync (test users, sandbox vs production, GA4 comparison).

Retention & Win-Back Playbook SOP

Key retention and win-back journeys:
- Inactive users (no recent activity)
- Failed/cancelled orders
- Users with bad experience who need recovery / apology flows (aligned with CX)
- High-value users with special treatment/loyalty.
Alignment with future:
- Loyalty programs, referral campaigns, special segments for valuable customers.

6. Weekly & Monthly Reporting

Weekly – “CRM & Lifecycle Weekly Snapshot”

To:

Marketing Head
Performance Marketing Specialist
Data Analyst
Head of Technology / IT (for integration/tracking issues)
CX / Operations Lead (for impact on pickups, cancellations, reviews)

Format:
Short summary (Slack / Email / Doc) + dashboards/screenshots.

Includes:

High-Level Metrics:
- Number of users touched by CRM flows
- Orders & revenue influenced by CRM (where visible)
- Top journeys by volume and conversions (e.g., Order Not Completed → Completed).
Channel Health:
- Open rates, CTR, reply rates (key campaigns & journeys).
- Any deliverability issues or blocks.
Experiments & Changes:
- A/B tests launched/completed and early learnings.
- Any new journeys or segments activated this week.
Issues & Dependencies:
- Data/tech issues impacting journeys.
- Dependencies on content, CX, or Tech.
Next Week Focus:
- Specific flows or segments to improve.
- New automations or experiments planned.

Monthly – “CRM & Lifecycle Section in Monthly Review”

To:
CEO, Marketing Head, CX/Operations Lead, Data Analyst, Tech Lead, Finance (if revenue reporting is relevant).

Format:
Slides / Doc with clear charts and tables.

Includes:

Total CRM Impact:
- Orders and revenue influenced by CRM flows.
- Summary of uplift in completion / retention for key journeys.
Funnel & Drop-Off Insights:
- Before vs after metrics for flows like Abandoned Price View, Order Not Completed, Pickup Reminder.
- New bottlenecks discovered.
Channel Performance Overview:
- WhatsApp, Email, SMS, Push, In-App engagement.
- Unsubscribe/spam trends and deliverability health.
Segments & Journeys Coverage:
- New journeys launched.
- Coverage improvements (more users in meaningful automations).
Key Experiments & Learnings:
- Top wins (e.g., a new reminder flow that boosted completions).
- Fails & what was learned.
Top 3–5 Priorities for Next Month:
- New journeys to build or rebuild.
- Key segment or stage to improve (e.g., “recover failed pickups”, “reactivate users 90+ days inactive”).
- Integration or data improvements required.