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Head of Lifecycle Marketing résumé example

Head of Lifecycle Marketing résumé example — lead & above, written for India, set in the Cobalt design
Head of Lifecycle Marketing résumé example, in the Cobalt design

Twelve years of CRM and retention, from list hygiene to an eleven-person team owning a ₹19 crore repeat-revenue target.

Written for India, at lead & above, in the marketing field, shown in the Cobalt design. Every name, employer, address and number below is invented.

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Ananya Deshpande — Head of Lifecycle Marketing

Mumbai, Maharashtra

Retention marketer with twelve years on email, push and WhatsApp, now leading eleven people and owning repeat revenue for 4.2 million members. Cut 90-day churn from 34% to 21% by rebuilding onboarding as a branched journey.

Experience

Head of Lifecycle Marketing, Sootra Wellness · August 2021 – present

Leads eleven marketers across email, push, WhatsApp and lifecycle analytics for a subscription wellness brand.

  • Owns retention for 4.2 million members and a ₹19 crore annual repeat-revenue target, delivered 106% against plan in the last two years.
  • Cut 90-day churn from 34% to 21% by replacing one onboarding blast with an eight-branch journey keyed to the first order category.
  • Grew WhatsApp from nothing to 28% of repeat orders at ₹0.41 a message, a ninth of the cost of the paid social it displaced.
  • Rebuilt win-back on a propensity model; reactivation revenue rose from ₹40 lakh to ₹2.6 crore a year at nine times send cost.
  • Consolidated six disconnected tools onto one customer data platform, taking campaign build time from nine days to two.

Senior CRM Manager, Nirvaha Payments · March 2018 – July 2021

  • Grew email revenue 3.4 times in three years while cutting send volume 40%, by ending batch sends and moving to triggered journeys.
  • Ran the first deliverability clean-up the company had done: inbox placement rose from 71% to 96% and the domain came off two blocklists.
  • Launched the referral programme that still brings 14% of new customers at a third of paid acquisition cost.

Email Marketing Manager, Rangmala Retail · June 2015 – February 2018

  • Took open rate from 11% to 26% and click rate from 0.9% to 3.1% with a subject-line test on every send and a monthly hygiene routine.
  • Built the abandoned-browse trigger that returned ₹1.2 crore in its first year on a ₹6 lakh build.

Marketing Executive, Chaitra Foods · July 2013 – May 2015

  • Segmented lapsed customers for the first time; a three-message reactivation series brought back 4,800 of them in one quarter.
  • Ran the loyalty database of 90,000 customers and the monthly messaging calendar, lifting store repeat visits 12% in a year.

Education

  • MBA Marketing · NMIMS Global Access School for Continuing Education · June 2016 – May 2018
  • B.Com Commerce · Savitribai Phule Pune University · June 2010 – April 2013

Skills

  • Lifecycle: Onboarding journeys, Churn and win-back, Loyalty programmes, Cross-sell, Subscription renewals
  • Channels: Email, WhatsApp, Push and in-app, SMS, Deliverability
  • Platforms: Braze, Salesforce Marketing Cloud, Segment, Snowflake, Looker, SQL
  • Leading: Team of eleven, Hiring and levelling, Quarterly planning, Vendor selection, Stakeholder reporting

Certifications

  • Marketing Cloud Email Specialist — Salesforce

Why this Head of Lifecycle Marketing résumé works

  • The headline number is a retention number: 90-day churn cut from 34% to 21% appears in both the summary and the first role, so the change a head of lifecycle is hired for is read twice.
  • Each channel is costed against what it replaced: WhatsApp at ₹0.41 a message, “a ninth of the cost of the paid social it displaced”, which is the argument a finance team will want to hear.
  • The four roles read as a progression, from subject-line tests at Rangmala Retail to triggered journeys at Nirvaha Payments to a team of eleven at Sootra Wellness, so twelve years show growing scope rather than repetition.
  • Platforms are named in their own group (Braze, Salesforce Marketing Cloud, Segment, Snowflake), and the Salesforce certificate backs the one most job descriptions ask for.

Head of Lifecycle Marketing résumé: common questions

How long should a head of CRM resume be?

Two pages is right with twelve years behind you. Give the current role five bullets and the earliest roles two each, and keep the education to one line per degree so the space goes to retention results.

What metrics belong on a lifecycle marketing resume?

Churn and repeat revenue first, because those are what the role owns. Then channel economics (cost per message, revenue per send), deliverability (inbox placement), and reactivation revenue. Give a before and after for each rather than a single percentage.

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