Dot & Key Skincare
Website:
dotandkey.com
Job details:
ROLE OVERVIEW
The CRM specialist will own Dot & Key's owned-channel revenue: email, WhatsApp, push notifications, and SMS. This is a commercial role - you will be responsible for a monthly revenue target from CRM, and every campaign, automation, and segmentation decision must be tied to it. You will work closely with the Performance team on lifecycle strategy, with Content on creative execution, and with Tech on integration and data hygiene.
KEY DETAILS
Department: Digital & Media Marketing
Location: Kolkata
Experience: 3–5 years in CRM / lifecycle marketing, D2C or e-commerce strongly preferred
WHAT YOU WILL OWN
• Email marketing: campaign calendar, segmentation, A/B testing, and deliverability
management
• WhatsApp marketing: broadcast strategy, conversational flows, and opt-in growth
• Push notifications: app and web push - timing, frequency, and message architecture
• Lifecycle automation: welcome series, post-purchase flows, winback sequences, and
replenishment reminders
• Segmentation strategy: RFM modelling, cohort analysis, and behavioural triggers
• CRM revenue reporting: daily, weekly, and monthly owned-channel revenue tracking vs
target
• List hygiene: suppression management, unsubscribe compliance, and deliverability
monitoring
• Coordination with performance team on CRM-to-paid retargeting handoffs
• Blog content coordination with Sanchari for SEO-adjacent CRM content
MUST-HAVE EXPERIENCE
• 3+ years managing CRM for a D2C or e-commerce brand - owns the channel, not just
deployment
• Hands-on with Klaviyo, MoEngage, WebEngage, or Clevertap at a campaign and automation
level
• Built and managed lifecycle automation flows independently - welcome, post-purchase,
winback
• Operated with a monthly revenue target from owned channels and has a track record against
it
• Strong segmentation instincts: knows the difference between a broadcast and a targeted
campaign, and when to use each
• Understands deliverability mechanics: sender reputation, list hygiene, bounce management,
spam triggers
NICE-TO-HAVE
• Experience with WhatsApp Business API (BSP platforms: Interakt, AiSensy, Wati) for
broadcast + conversational flows
• Familiarity with RFM modelling and cohort retention analysis
• Experience integrating CRM with paid media for retargeting audience handoffs
• Knowledge of DPDP Act basics and consent management for Indian customer data
• Has contributed to a loyalty or subscription programme from CRM side
• Basic HTML for email template editing
WHAT WE WILL MEASURE YOU ON
• Monthly CRM revenue vs target (email + WhatsApp + push combined)
• Email open rate, click rate, and conversion rate vs category benchmarks
• Automation coverage: % of customers enrolled in at least one active flow
• List growth rate and opt-in quality (low unsubscribe / complaint rate)
• Repeat purchase rate from CRM-attributed cohorts
• WhatsApp read rate and reply rate on broadcast campaigns
Click on Apply to know more.