Lead Martech & CRM, Digital
Aditya Birla Lifestyle Brands · Not specified · onsite · Posted 32d ago
About a minute. You'll make an account on the way through.
About this role
- In a rapidly evolving digital landscape, customer experience has become a key differentiator. As MFL accelerate its digital-first marketing approach, the integration of marketing technology and data-driven CRM strategies is critical to driving personalized engagement, operational efficiency, and measurable growth. The role holder will play a pivotal role in bridging marketing, technology, and data, to architect scalable solutions, orchestrate seamless customer journeys, and unlock the full value of our Martech stack.
- Positioned at the crossroads of marketing strategy, data-led customer engagement, and advanced technology integration, this role is responsible for unlocking personalized and scalable growth.
- This job directly influences the top-line of Brand.com and superapp business by engaging with and converting repeat customers. The role holder also co-creates the GTM that is used to communicate across marketing mediums to drive new customer acquisition. Major challenges arise due to the following context:
- Strategize and create processes across brands, communicate to win trust and drive adoption
- Ascertain efficient utilization of spends - fluctuations in available spends due to business cycles in other channels.
- Deliver results through operational teams in multiple channels and therefore collaborate effectively with multiple teams to deliver on common goals.
- Co-create GTM, campaigns, etc. by working with most teams within the brand (Marketing, Retail, Sales), as well as support functions like product on actions.
- Champion innovation by evaluating new tools, setting up integrations between them and driving implementation and adoption across brands and channels.
Engagement of B2C customers, as measured through active customers on app, traffic on web:
- Partner with B2C and Marketing team to align on GTM plans, drive engaging communication to ensure sustained customer interest (visits, time spent etc.)
- Partner with marketing to ascertain consistent, continuous and unified communication to customers across channels like social, app, retail, etc. Monitor execution of calendarized campaigns wherever feasible.
- Provide creative inputs to business owners to improve CTRs and conversion, thereby achieving desired ROAS.
- Drive interventions to convert intent to sale, therefore owning repeat business for B2C
- Strategize and execute personalized conversations with loyal customers to further increase loyalty
- Partner with marketing agencies to achieve the retention objective through remarketing
- Ascertain availability of clean database that is amenable to personalized and accurate communication
- Continuously drive innovation and integration in tools, communication practices, content, medium, etc to sustain and improve customer engagement, thereby driving channel visits (footfalls)
- Partner with product, MIS, tech to leverage internal and external tools and vendors to achieve repeat sales, recommend features and capability enhancements to drive repeat business efficiently
- Increase repeat base and customer life cycle value
- Optimize CRM spends by driving data availability and analytics for all channels, identifying high-propensity and segments
- Monitor and advise operations across channels on input metrics like frequency, quality of copies, quality of imagery, tone, etc. to maximize click through and conversion
- Get external agencies organized on data to maximize ROAS
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About Aditya Birla Lifestyle Brands
Aditya Birla Lifestyle Brands
Mumbai, Maharashtra
India
₹8.4L PA avg
Avg at Aditya Birla Lifestyle Brands
About
About the Company
Aditya Birla Lifestyle Brands Limited (ABLBL), a part of the Aditya Birla Group, is a leading branded apparel company with a comprehensive portfolio of marquee lifestyle brands.
As of March 31, 2025, the Company operates a retail footprint of over 4.6 million sq. ft., comprising 3,253 exclusive brand outlets, presence across 38,000+ multi-brand outlets, and over 7,000 shop-in-shops in department stores across the country.
The Companys brand portfolio includes India’s most established and trusted names – Louis Philippe, Van Heusen, Allen Solly, and Peter England – each with a legacy of over 25 years.
These brands have consistently delivered sustained growth, driven by a sharp focus on design-led innovation, category expansion, and operational excellence across product lines spanning formal, casual, and occasion wear.
ABLBL has built a strong presence in the innerwear and athleisure market through Van Heusen Innerwear, which has rapidly scaled its distribution network across India. The Company’s portfolio is further enhanced through strategic partnerships with leading international brands including Simon Carter, American Eagle and Reebok. American Eagle has emerged as one of India’s most preferred premium denim brands, while Reebok – transitioned under the Company’s management in 2022 – has expanded its footprint across multiple channels. Simon Carter continues to strengthen its position in the premium menswear segment through its distinctive design language and curated collections.
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