Job Title

Head of Retention MarketingLocation: Erode, TamilnaduExperience: 3 -5 yearsIndustry: Fashion | D2C | Retail | E-commerceAbout HAY!We’re not just a fashion brand. We’re a movement.Born in South India and now spread across 40+ stores, HAY! is on a mission to redefine everyday fashion for women. Think comfort-first silhouettes, trending colors, and collections that actually get what real women want.Now, we’re scaling—fast—and we’re looking for the right people to shape how we grow from here.About the Role – Head of Retention MarketingWe’re looking for someone who knows how to turn a first-time buyer into a forever fan. You’ll lead our retention marketing efforts across WhatsApp, email, push, and loyalty—building journeys that are data-driven and delightfully human. You'll have ownership of customer lifetime value, repeat purchases, and CRM-led campaigns that drive our next phase of growth.Key Responsibilities- Build and lead retention marketing strategy across CRM channels (WhatsApp, Email, Push, Loyalty, Referral). - Own and optimize the full customer lifecycle: onboarding, nurture, win-back, and loyalty loops. - Design event-specific and product-specific campaigns (new collection drops, festivals, collabs). - Collaborate with design and content to create thumb-stopping communication that reflects HAY’s aesthetic. - Use data tools (Contlo, WebEngage, Klaviyo) to experiment, iterate, and scale what works. - Drive actionable cohort insights and set benchmarks for CM3, ROAS, and repeat AOV. - Spot drop-offs in the funnel—and fix them creatively and efficiently. - Support influencer & community-driven retention campaigns.KPIs to Drive- Repeat Purchase Rate - Customer Lifetime Value (LTV) - AOV of Repeat Orders - CRC vs ROAS - Retention CM2 / CM3✅ Who You Are- 3-5+ years in retention marketing (preferably in D2C / fashion / e-comm) - Hands-on with CRM tools (Contlo, WebEngage, Klaviyo or similar) - Strong grasp of customer psychology, funnel metrics, and lifecycle marketing - Creative thinker with an analytical brain—comfortable with A/Bs, cohorts, test/control logic - Eye for good design + messaging—understand what clicks with Millennial women - Passion for fashion, customer delight, and building brand love