I&P-GN - SONG-MT-DSMS-Customer Lifecycle Campaign- Retail-Manager
Accenture · Bengaluru
Job Summary:
The I&P Global Network Song practice works with clients across their marketing, sales and services functions, providing transformation services driven by key offerings like Living Marketing, Connected Commerce and Next-Generation Customer Care. You will own customer lifecycle engagement and campaign transformation workstreams for clients across Retail, Financial Services, Software & Platforms, and Life Sciences. This is a workstream ownership role: you carry the client relationship for your track, lead a team of consultants, and are accountable for the commercial outcomes of the campaigns and journeys you design. You translate growth, retention and loyalty ambitions into segmented, decisioning-driven lifecycle interventions and prove the value they create.
Roles & Responsibilities:
- Customer Lifecycle Strategy:
- Own the end-to-end customer lifecycle framework - acquisition, onboarding, activation, engagement, cross-sell, upsell, retention, loyalty, renewal and win-back.
- Define customer segmentation and treatment strategies across lifecycle stage, value tier, behavioural profile, propensity, risk and engagement level.
- Own the campaign calendar and prioritisation across a complex, multi-channel environment, balancing commercial objectives, customer relevance, contact policy and regulatory requirements.
- Next Best Action & Personalisation:
- Translate business objectives into Next Best Action and Next Best Offer strategies - eligibility, suitability, applicability and prioritisation logic.
- Work with decisioning, data and martech teams to define engagement policies, arbitration rules, contact policy and suppression frameworks.
- Drive the shift from batch campaign execution to trigger-based, event-driven, real-time and always-on engagement.
- Industry-Specific Growth & Retention Programmes:
- Retail: Design lifecycle programmes that drive repeat purchase, purchase frequency, basket growth, loyalty participation, category expansion, omnichannel conversion and customer retention.
- Financial Services: Design onboarding, activation, product adoption, cross-sell, wallet-share, servicing, retention and lifetime-value programmes while accounting for consent, suitability and regulatory controls.
- Software & Platforms: Drive onboarding completion, feature adoption, free-to-paid conversion, usage expansion, subscription renewal, churn prevention and reactivation across user and account lifecycles.
- Life Sciences: Shape compliant HCP and patient engagement journeys, including HCP education, patient support programme enrolment, adherence, persistence and omnichannel engagement, in partnership with medical, legal and regulatory stakeholders.
- Journey & Channel Orchestration:
- Design omnichannel journeys across email, SMS, mobile app, push notifications, web, ecommerce, digital media, contact centre, sales and assisted channels.
- Translate customer behaviours, transactions and business events into automated lifecycle journeys and timely interventions.
- Optimise channel mix, cadence, content relevance and customer experience across touchpoints.
- Generative AI in Customer Engagement:
- Identify and land GenAI use cases across campaign planning, brief development, audience intelligence, content generation, personalisation and performance summarisation.
- Define quality, brand, compliance and human-review guardrails for AI-generated customer communication, with controls appropriate to regulated industries.
- Measurement & Optimisation:
- Own lifecycle performance measurement across acquisition, activation, engagement, conversion, retention, loyalty, renewal and customer lifetime value.
- Lead the test-and-learn agenda - control group design, A/B and multivariate testing, and incremental value attribution.
- Present performance read-outs and optimisation recommendations to client marketing and business leadership.
- Team & Delivery Management:
- Lead and coach a team of consultants and analysts; review and sign off on campaign strategy, journey design, build quality and reporting.
- Manage workstream plans, dependencies, risks and client expectations across marketing, sales, service, data, technology and compliance stakeholders.
- Business Development Support:
- Contribute to business cases, solution shaping and proposals; build reusable lifecycle marketing assets, accelerators and industry playbooks.
Professional & Technical Skills:
- Customer Lifecycle Management and CRM experience - ownership of lifecycle strategy, segmentation, campaign management, retention, loyalty, cross-sell and customer value programmes.
- Relevant industry experience across Retail, Financial Services, Software & Platforms and/or Life Sciences, with an understanding of the customer journeys, commercial levers and regulatory considerations relevant to the industry.
- Working experience with campaign, journey and decisioning platforms such as Pega Customer Decision Hub, Adobe Journey Optimizer / Adobe Experience Platform, Salesforce Marketing Cloud, Braze, Unica or equivalent - able to brief, review and challenge platform configuration.
- Marketing automation and journey design - designing trigger-based, event-driven and real-time journeys across digital and assisted channels.
- Analytical rigour - comfortable with segmentation, propensity models, cohort analysis, control group design and incremental value measurement; able to work directly with data and analytics teams.
- Consulting experience providing strategic advice and solutions to organisations, with strong structuring and storytelling ability.
- Project management skills - the ability to plan, execute and oversee a workstream so it is completed on time, within budget and meeting the specified goals.
- People management - experience leading, coaching and developing small delivery teams.
- Good to have: exposure to Generative AI or AI implementation within a marketing, campaign, personalisation or customer engagement transformation.
- Additional skills:
- Excellent oral and written communication skills.
- Proven success in navigating global matrixed environments and experience in client-facing roles.
- Ability to work effectively in a remote, virtual, fast-paced and unstructured global environment.
Additional Information:
Your experience counts!
- MBA from a tier 1 institute.
- Overall experience of 10+ years, with at least:
- 6+ years in CRM, customer lifecycle management, campaign management, marketing automation or marketing transformation - in consulting and/or an industry marketing function.
- 4+ years of relevant industry experience across Retail, Financial Services, Software & Platforms and/or Life Sciences, with direct ownership of customer growth, engagement, retention, loyalty or renewal outcomes.
- 2+ years managing a team or workstream.
- Good to have: hands-on project experience with GenAI, AI-powered personalisation or customer engagement transformation.
About Accenture
Accenture is a leading global professional services company that helps the world’s leading businesses, governments and other organizations build their digital core, optimize their operations, accelerate revenue growth and enhance citizen services—creating tangible value at speed and scale. We are a talent- and innovation-led company with approximately 791,000 people serving clients in more than 120 countries. Technology is at the core of change today, and we are one of the world’s leaders in helping drive that change, with strong ecosystem relationships. We combine our strength in technology and leadership in cloud, data and AI with unmatched industry experience, functional expertise and global delivery capability. Our broad range of services, solutions and assets across Strategy & Consulting, Technology, Operations, Industry X and Song, together with our culture of shared success and commitment to creating 360° value, enable us to help our clients reinvent and build trusted, lasting relationships. We measure our success by the 360° value we create for our clients, each other, our shareholders, partners and communities.Visit us at www.accenture.com
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