Air India Express
Website:
airindiaexpress.com
Job details:
Job Purpose
We are looking for a highly analytical and execution-focused Customer Lifecycle Management (CLM) & Martech to drive customer engagement, repeat bookings, ancillary revenue, and digital channel growth through data-led lifecycle marketing.
The role will own the end-to-end lifecycle marketing strategy and execution across customer journeys, leveraging Email, WhatsApp, Push Notifications, In-App Messages, SMS, RCS, and other emerging channels to maximize customer conversion, retention, ancillary attach rates, and revenue.
The incumbent will also be responsible for managing customer data within Martech platforms, enabling customer segmentation, personalization, experimentation, and optimization across the airline's digital ecosystem.
Duties and Responsibilities
Key Responsibilities
- Customer Lifecycle Marketing
- Develop and execute lifecycle marketing strategies across the customer journey, including:
- Acquisition
- Onboarding
- Book
- Pre-travel
- Day of travel
- Post-travel
- Loyalty and retention
- Win-back journeys
- Design and manage:
- Mass campaigns
- Trigger-based campaigns
- Event-driven campaigns
- Customer journey automation
- Identify opportunities to improve:
- Direct channel bookings
- Customer engagement
- Repeat purchase rates
- Conversion rates
- Customer lifetime value
2. Revenue & Ancillary Growth
Own lifecycle-led revenue generation initiatives across:
- Seats
- Meals
- Priority Services
- Baggage
- Travel insurance
- Airport services
- Partner products
- Loyalty-related offers
Key objectives:
- Improve ancillary attach rates
- Increase ancillary revenue per passenger
- Drive booking conversion improvements
- Maximize campaign-attributed revenue
3. Campaign Management
Plan, execute, and optimize campaigns across:
- Email
- WhatsApp
- SMS
- RCS
- Mobile Push Notifications
- In-App Messaging
- Emerging engagement channels
Responsibilities include:
- Campaign ideation
- Audience targeting
- Segmentation
- Journey orchestration
- Personalization
- Delivery monitoring
- Performance reporting
4. Martech Platform Management
Act as business owner for lifecycle marketing platforms and associated Martech stack.
Responsibilities include:
- Customer segmentation management
- Campaign orchestration configuration
- Data quality and audience governance
- Journey automation setup
- Consent and preference management
- Integration requirements with digital systems
Work closely with:
- Product teams
- Engineering teams
- CRM vendors
- Analytics teams
- Loyalty teams
5. Customer Data & Audience Management
- Manage first-party customer data within Martech ecosystems.
- Build customer segments based on:
- Behavioral signals
- Transaction history
- Channel engagement
- Loyalty status
- Travel patterns
- Ensure customer data is:
- Accurate
- Actionable
- Compliant
- Continuously enriched
Support creation of:
- Single customer view
- Personalization audiences
- Marketing activation segments
6. Personalization & Experimentation
Lead personalization initiatives across:
- Website
- Mobile App
- Email
- Customer Journeys
Responsibilities:
- Recommendation strategies
- Dynamic content targeting
- Audience personalization
- Behavioral targeting
- Contextual offers
Own experimentation roadmap including:
- A/B Testing
- Multivariate Testing
- Landing Page Testing
- Journey Optimization
- Offer Optimization
Translate learnings into measurable commercial impact.
7. Analytics & Performance Monitoring
Track and report lifecycle performance against business KPIs.
Key metrics include:
Revenue Metrics
- Campaign-attributed revenue
- Direct channel revenue
- Incremental revenue
- Ancillary revenue contribution
Customer Metrics
- Customer retention
- Repeat booking rate
- Customer lifetime value
- Active customer base
Campaign Metrics
- Open rate
- CTR
- Conversion rate
- Revenue per message
- Deliverability metrics
Optimization Metrics
- Test win rates
- Personalization impact
- Funnel improvement
- Ancillary attachment rates
Key Deliverables
- Lifecycle marketing calendar
- Automated customer journeys
- Revenue-generating campaigns
- Ancillary upsell programs
- Personalization roadmap execution
- Experimentation pipeline
- Martech optimization initiatives
- Monthly business performance reports
Knowledge, Skills and Experience
Qualification
- Bachelor's degree in Marketing, Business, Engineering, Analytics, or related field.
- MBA preferred.
Work Experience
- 4–8 years of experience in:
- CRM
- Lifecycle Marketing
- Martech
- Customer Engagement
- Digital Marketing
- E-Commerce
Preferred experience in:
- Airlines
- Travel
- OTA
- Hospitality
- Consumer Internet
- E-Commerce businesses
Skills
- Lifecycle & CRM
- Customer lifecycle management
- Marketing automation
- Journey orchestration
- Trigger-based communication
- Customer segmentation
- Martech Platforms
- Experience with one or more:
- Netcore
- Adobe Campaign
- Adobe Journey Optimizer
- MoEngage
- CleverTap
- WebEngage
- Salesforce Marketing Cloud
- Braze
- Iterable
- Analytics & Experimentation
- Google Analytics
- Adobe Analytics
- A/B Testing
- Adobe Target
- VWO
- Optimizely
- Personalization platforms
- Customer analytics
- Communication Channels
- Hands-on experience managing:
- Email
- WhatsApp
- SMS
- Push Notifications
- In-App Messaging
- RCS
Success Measures (KPIs)
The role will be measured on:
- Commercial Outcomes
- Direct channel revenue growth
- Campaign-attributed revenue
- Ancillary revenue growth
- Ancillary attach rate improvement
- Customer Outcomes
- Repeat booking growth
- Retention improvement
- Customer engagement growth
- Loyalty participation
- Optimization Outcomes
- Conversion rate improvement
- Personalization impact
- Experimentation velocity
- Test-driven revenue uplift
- Operational Outcomes
- Campaign delivery accuracy
- Customer data quality
- Automation coverage
- SLA adherence
Click on Apply to know more.
