Dentalkart - Retention Marketing Lead - IIM/ISB/XLRI/FMS/MDI/SPJIMR/IIFT

About the job: Lifecycle and CRM: Reports to: VP Marketing Location: Delhi NCR (on-site) Team: You will shape and lead the retention function Experience: 7+ years Compensation: Competitive, commensurate with experience About Dentalkart: Dentalkart is India's leading online dental marketplace. We supply the dentists, clinics, and labs that run the country's oral healthcare, from single-chair practices to multi-clinic groups, alongside a fast-growing base of everyday consumers. Waldent, our own brand, sits inside the catalog. Because dental practices reorder on a predictable cycle, the right merchandising, retention, and category decisions compound month after month. We are building a new, owner-led marketing structure, and this is one of five leadership seats in it. Why this role exists: Dental practices reorder on a cycle, which makes retention the economic engine of this business, not acquisition. You own the second purchase, the tenth purchase, and everything that keeps a customer buying. This seat exists because lifetime value is where the margin lives, and it has been under-owned until now. What You Own: - Customer lifetime value and the LTV-to-CAC ratio - Repeat purchase rate and retention across cohorts - The full customer journey and the lifecycle communication behind it: onboarding, replenishment, reactivation, win-back - Nudges that recover customers dropping at any funnel stage, in-app and across channels What You Will Do: - Build lifecycle journeys in MoEngage across email (Kasplo), WhatsApp and RCS (Onextel), SMS (Gupshup), and push, mapped to where each customer sits in their buying cycle - Segment customers (RFM, category, practice type, B2B versus consumer) and run targeted retention and replenishment programmes - Locate the funnel drop-off points and deploy nudges that recover them, measured by recovered revenue - Build and own a reactivation and win-back engine for lapsed buyers - Stand up the retention metric stack (cohort retention, repeat rate, lifetime value, LTV-to-CAC) so the whole org reads the same numbers - Partner with Merchandising on in-session nudges and with Category on replenishment and offer logic How You Will Be Measured: - Repeat purchase rate and cohort retention curves - Lifetime value and LTV-to-CAC - Recovered revenue from funnel-drop nudges and win-back - Lifecycle channel performance measured to revenue, not opens alone What good looks like in your first 6 to 12 months: - By month 6, a measurable and defensible lift in repeat purchase rate, or in revenue recovered from funnel drop-offs and win-back, against the baseline you set early - The core lifecycle journeys (onboarding, replenishment, win-back) live, attributed, and contributing revenue the business can see and plan against - Lifetime value and LTV-to-CAC visible at cohort level and moving in the right direction, with a retention metric stack the rest of the org trusts enough to plan against Must-haves: - MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI, FMS, MDI, SPJIMR, IIFT or equivalent) - 7+ years in retention, CRM, or lifecycle marketing for an e-commerce, subscription, or platform business - Hands-on experience with a CRM or engagement platform (MoEngage, CleverTap, WebEngage, Braze or similar) and multi-channel orchestration - Strong command of cohort analysis, segmentation, lifetime value, and retention economics - Evidence of moving repeat rate, retention, or lifetime value, shown with numbers Preferred: - Experience in a reorder or replenishment-driven category - B2B and consumer lifecycle experience in the same role - Comfort designing loyalty programs This role is for you if: You believe the second order matters more than the first, and you can turn a CRM platform into a revenue engine rather than a newsletter scheduler. It is not for you if you treat retention as campaign-blasting rather than journey design tied to lifetime value.