# Head of Lifecycle Marketing résumé example

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

![Head of Lifecycle Marketing résumé example — lead & above, written for India, set in the Cobalt design](https://cvaurum.com/img/examples/lifecycle-marketing-lead.webp)

- Field: Marketing
- Career stage: Lead & above
- Written for: India
- Design: Cobalt (https://cvaurum.com/templates/cobalt)
- Open it: https://cvaurum.com/examples/lifecycle-marketing-lead

Every name, employer, address, phone number and figure below is invented.

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## Ananya Deshpande — Head of Lifecycle Marketing

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