Dentalkart - Retention Marketing Lead - IIM/ISB/XLRI/FMS/MDI/SPJIMR/IIFT

About the job:

Lifecycle and CRM:

Reports to: VP Marketing

Location: Delhi NCR (on-site)

Team: You will shape and lead the retention function

Experience: 7+ 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 programs

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.