CRM Manager - Allen Solly

Aditya Birla Lifestyle Brands Limited · Karnataka, India

About the Company

Aditya Birla Lifestyle Brands Limited (ABLBL), a part of the Aditya Birla Group, is a leading branded apparel company with a comprehensive portfolio of marquee lifestyle brands.

As of March 31, 2025, the Company operates a retail footprint of over 4.6 million sq. ft., comprising 3,253 exclusive brand outlets, presence across 38,000+ multi-brand outlets, and over 7,000 shop-in-shops in department stores across the country.

The Company's brand portfolio includes India's most established and trusted names - Louis Philippe, Van Heusen, Allen Solly, and Peter England - each with a legacy of over 25 years.

These brands have consistently delivered sustained growth, driven by a sharp focus on design-led innovation, category expansion, and operational excellence across product lines spanning formal, casual, and occasion wear.

ABLBL has built a strong presence in the innerwear and athleisure market through Van Heusen Innerwear, which has rapidly scaled its distribution network across India. The Company's portfolio is further enhanced through strategic partnerships with leading international brands including Simon Carter, American Eagle and Reebok. American Eagle has emerged as one of India's most preferred premium denim brands, while Reebok - transitioned under the Company's management in 2022 - has expanded its footprint across multiple channels. Simon Carter continues to strengthen its position in the premium menswear segment through its distinctive design language and curated collections.

Roles and Responsibilities

Drive Repeat revenue growth

Design CRM calendar for the brand in line with marketing calendar & channel requirements.

Drive and achieve brand's repeat revenue, repeat transaction & unique transactors base

To drive (growth of) percentage contribution of repeat revenue to overall brand's NSV targets

To manage other repeat customer related KPIs including repeat ABV/ABS, repeat discount, points liability, earn to burn ratios.

Managing Budget

Ensure optimum utilization of budget in line with brand's repeat revenue targets, growing consumer base & communication channels.

Loyalty program management

Carry out periodic checks & market mapping to determine the health of loyalty program and make structural changes if required.

To keep track of other important KPIs including earn/burn ratios, loyalty point outlay, loyalty points redemption etc. to manage financial liability to the brand.

To create programs, projects around retention of key customer segments

Drive Operational Excellence

Train & educate front end teams, including store teams, on the technical & softer aspects of customer relationship management

Create a reporting & review mechanism to ensure data flow within the brand around existing customers, including customer voice, buying habits & customer escalations

Drive and control hygiene activities of data collection as part of new member enrolment, including enrolment rates, enrolment data hygiene etc.

Drive and manage data sanity of CRM database & flow of data to internal team including IT, Teradata etc.

Campaign management

Design & execute effective campaigns to drive increment sales

Work towards improvement of campaign response rates

Design campaigns to support key brand initiatives including ATL stories, new season launches & festive markets support.

Vendor management

Manage external vendor to carry out the work items (including analytics, creative management & campaign design) related to CRM campaigns

Define the work scope of external vendors, review the quality of work

• Manage (and optimize) fixed costs related to external vendors & control 'per campaign cost' through effective planning.

Qualifications & Experience

• Master of Business Administration (MBA) qualification preferred.
• Relevant experience in CRM Activities like Campaign Management, Loyalty Program Management