Retention & Growth Manager

RETENTION & GROWTH MANAGER - XTOVIA

Location: Hyderabad

Work Mode: Full-Time | Work From Office

Experience: 2-5 years

Industry: Beauty & Haircare / D2C

About XTOVIA

Xtovia is a Hyderabad-based, science-backed haircare brand reimagining Indian beauty at global standards. Powered by our proprietary TriLayerX bond-repair technology, Xtovia is building a new generation of high-performance haircare for Indian hair.

We are a fast-growing D2C brand building a strong customer community and a long-term relationship with our customers through product innovation, education and personalised experiences.

About the Role

We're looking for a Retention & Growth Manager to take ownership of the customer lifecycle at Xtovia.

The core focus of this role is retention marketing converting first-time buyers into repeat customers, increasing customer lifetime value, and building a loyal customer base.

You will work across CRM, customer segmentation, lifecycle campaigns, loyalty, referrals, reactivation and customer engagement. This is a highly hands-on role where you will be expected to analyse, experiment, execute and learn quickly.

What You'll Do

Customer Retention

-Own and execute Xtovia's retention and repeat-purchase strategy.

-Identify opportunities to increase repeat purchase rate, purchase frequency and LTV.

-Analyse customer behaviour to understand why customers repurchase, churn or become inactive.

-Build replenishment strategies based on product usage and consumption cycles.

-Develop cross-sell and upsell journeys across the product portfolio.

-Build win-back strategies for dormant and lapsed customers.

CRM & Lifecycle Marketing

-Own the customer journey from first purchase product experience replenishment repeat purchase loyalty advocacy.

-Plan and execute campaigns across WhatsApp, Email, SMS and other CRM channels.

-Build automated journeys for welcome, post-purchase, product education, replenishment, cross-sell, upsell, abandoned cart and win-back.

-Test different messaging, offers, content, timing and customer segments.

-Work closely with the content and creative teams to develop high-performing CRM campaigns.

Loyalty & Community

-Build and manage loyalty and rewards initiatives.

-Develop referral programs to turn existing customers into acquisition channels.

-Drive customer reviews, UGC, testimonials and referrals.

-Create campaigns that build engagement and brand affinity beyond discount-led marketing.

Data & Experimentation

-Track Repeat Purchase Rate, LTV, Churn, Purchase Frequency, CRM Revenue, AOV and Reactivation Rate.

-Build customer segments based on purchase behaviour, recency, frequency, product purchased and customer value.

-Analyse campaign performance and identify growth opportunities.

-Run A/B tests and continuously optimise the customer lifecycle.

What We're Looking For

-2-5 years of experience in Retention Marketing, CRM, Lifecycle Marketing, D2C or E-commerce.

-Strong understanding of customer lifecycle and retention marketing.

-Hands-on experience with WhatsApp, Email, SMS and CRM/marketing automation platforms.

-Strong analytical skills and comfort working with customer data.

-Experience with Shopify and D2C analytics is a plus.

-Experience in beauty, personal care, wellness or consumer brands is preferred.

-Strong communication and copywriting skills.

-Someone who enjoys experimenting and finding out what actually makes customers come back.

-A hands-on, ownership-driven startup mindset.

What Success Looks Like

Your core goal: Turn first-time customers into repeat customers and repeat customers into loyal Xtovia advocates.

You will be responsible for improving: Repeat Purchase Rate | Customer LTV | Purchase Frequency | CRM Revenue | Reactivation | Customer Engagement | Referrals

Why Join Xtovia

-Work directly with the founding team.

-Own retention marketing for a fast-growing Indian haircare brand.

-Build the CRM, loyalty and customer lifecycle engine from the ground up.

-Get exposure to D2C growth, consumer behaviour, data and brand building.

-High ownership, experimentation and learning.

Apply

Location: Hyderabad

Work Mode: Full-Time | Work From Office

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Subject: Application - Retention & Growth Manager