CRM Manager - Allen Solly

About the Company

Aditya Birla Lifestyle Brands Limited (ABLBL), part of the Aditya Birla Group, leads the branded apparel segment with a rich portfolio of prominent lifestyle brands. As of March 31, 2025, ABLBL's retail presence includes over 4.6 million square feet of retail space through 3,253 exclusive brand outlets, more than 38,000 multi-brand outlets, and upwards of 7,000 shop-in-shops within department stores nationally. Their brands include well-established names such as Louis Philippe, Van Heusen, Allen Solly, and Peter England, each boasting over 25 years of heritage. These labels have shown continuous growth fueled by innovation in design, broadening product categories, and operational excellence in formal, casual and occasion wear. Expansion in the innerwear and athleisure sectors is notable with Van Heusen Innerwear's extensive distribution across India. The brand portfolio is further augmented by partnerships with international names like Simon Carter, American Eagle, and Reebok, expanding reach and solidifying leadership in premium denim, athletic, and menswear segments.

Key Responsibilities

• Develop and implement the CRM calendar aligned with marketing strategies and channel needs to foster repeat revenue growth.
• Drive measurable increases in repeat revenue, repeat transactions, and unique repeat customers for the Allen Solly brand while maximizing the repeat revenue share of overall net sales value targets.
• Manage key repeat customer performance indicators including average basket value, repeat discounting, points liabilities, and earn-to-burn ratios.
• Optimize budget utilization to support brand loyalty and communication channels effectively.
• Conduct periodic assessments and competitive analyses of the loyalty program, implementing strategic adjustments to maintain program health.
• Monitor loyalty program KPIs such as points issuance, redemption rates, and financial liabilities to the brand.
• Design retention initiatives targeting key customer segments to strengthen brand loyalty.
• Facilitate training and capability-building sessions for store and front-end personnel on both technical CRM functions and customer interaction nuances.
• Establish data reporting and review systems that capture customer insights including feedback, purchasing behavior, and complaint management.
• Maintain data integrity for new member enrolment and CRM database hygiene, collaborating with internal technical teams to ensure seamless data management.
• Plan and execute impactful CRM campaigns designed to boost incremental sales, enhance response rates, and align with major brand initiatives such as advertising launches, new season collections, and festive occasions.
• Oversee external vendor partnerships responsible for analytics, creative development, and campaign execution, defining scopes of work and evaluating deliverable quality.
• Manage vendor costs and control per-campaign expenses through strategic planning and optimization.

Qualifications & Experience

• Preference given to candidates with a Master of Business Administration (MBA) degree.
• Proven experience in customer relationship management focusing on campaign execution and loyalty program oversight.