CVM Manager

Role Objectives:

Leads Lucky's Customer Value Management function, owning the strategy and

execution of automated lifecycle journeys that drive activation, engagement, retention,

monetization, upgrades, and reactivation across customer segments. Responsible for

maximizing customer lifetime value and leading the CVM team.

Key Responsibilities:

• Own end-to-end CVM strategy across the customer lifecycle (activation → retention → monetization → reactivation → upgrade)
• Lead customer segmentation and targeting strategy (who to target, when, and with what)
• Own offer and incentive strategy across segments, ensuring alignment with budget, business goals, and profitability
• Design and scale lifecycle automation through always-on and trigger-based customer journeys
• Collaborate with Product Marketing and Product Delivery to align CVM initiatives with segment strategy and the product roadmap
• Translate business goals into clear CVM plans (monthly calendar + ongoing lifecycle flows)
• Drive revenue growth by optimizing key customer value levers (frequency, spend, utilization, retention, and upgrades)
• Optimize communication strategy and channel mix (PN, SMS, in-app, WhatsApp, telesales)
• Continuously analyze performance, identify opportunities, and refine strategies in partnership with data analytics team
• Lead experimentation and continuous improvement (A/B testing, personalization, targeting)
• Collaborate cross-functionally with acquisition, product, sales, and partnerships to drive growth initiatives

Required Education, Knowledge, And Skills:

• Bachelor's degree in Business, Marketing, Economics, or related field
• 4-6 years in CRM / CVM / Growth / Lifecycle Marketing
• Experience in fintech, e-commerce, or app-based businesses is highly preferred
• Experience managing a team and building a CVM function from the ground up is a strong plus
• Experience with CVM tools (CleverTap, Braze, MoEngage, WebEngage or similar platforms)
• Strong analytical skills and comfortable working with data teams
• Excel/Google Sheets proficiency
• SQL is a plus