CRM Analyst
In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren’t really using the internet meaningfully yet. We believed that if we started with local content in their own language, they’d come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.
Today, Lokal is a house of focused apps, many products, one mission:
to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they’ve always deserved.We now operate dozens of live apps across categories like:
Edutainment & Skill Learning – practical skills and learning in regional languages (GyanTV)
Matrimonial Matchmaking – hyperlocal, compatibility-first partner search (Lokal Matrimony)
Agri Consulting – farmer-first advisory in local languages (AgriLokal)
Local Jobs – blue- and grey-collar opportunities close to home (Lokal Jobs, Sahi Jobs)
Social & Community – Place to find & post social updates (Lokal app)
Emotional Well-being & Peer Support – safe spaces to talk and feel heard (Dostt & Eaze)
Astrology & Guidance – instant access to trusted Astrologers via chat and voice (AstroLokal)
Advisory Services – early bets in legal help, financial guidance, career counselling, and more
Under the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight+ AI. When someone opens a product we’ve built, they don’t wade through clutter; they get a straight line to what they came for.This is the story new teammates walk into:
a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centre — access changes lives.We ship fast. We learn fast. We build for Bharat.We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital
More Detailed Content about Lokal - Just for Internal Reference (Prepared internally) for getting educated.
Document 1 Document 2 Document 3
At Lokal, we act like owners who take initiative beyond job descriptions, get things done despite obstacles, and maintain a growth mindset focused on learning. We're outcome-driven with bias for action, believing speed matters in building products for billion Indians. Decision-making involves open debate followed by full commitment, and we operate on context rather than control - managers share the "why" while you own execution. We aim to be an all-star team that thinks big and takes calculated risks to achieve ambitious goals.
About the Role
We are looking for a CRM owner for our Matrimony vertical who will drive user engagement, conversion, and repeat monetization through well-designed lifecycle flows and emotionally intelligent communication.
The role will own CRM strategy and execution across MoEngage and WhatsApp, with a strong focus on cohort-based automation, experimentation, and root-cause analysis. This person will work closely with product, analytics, and content teams to deliver personalized communication at scale.
Requirements
Customer Insights and Segmentation
- Analyze user behaviour across the Matrimony funnel, with deep focus on male and female lifecycle cohorts.
- Build and manage cohorts based on intent, activity, payment status, package consumption, and inactivity signals.
- Identify drop-offs and opportunities through independent root-cause analysis and data-led insights.
CRM Flow Ownership & Campaign Execution
- Own end-to-end CRM flows for key cohorts
- Design, execute, and progressively automate lifecycle journeys in MoEngage.
- Plan and execute offer-led and festive campaigns using MoEngage and WhatsApp
- Write high-quality, emotionally intelligent, and conversion-focused CRM copies.
- Collaborate with content teams for translations while owning the core messaging logic and direction.
Experimentation and Optimization
- Design and run structured tests on messaging, timing, channels, and cohorts.
- Continuously iterate on hooks, framing, and CTAs to improve CTR and conversion.
- Scale winning experiments into automated flows and reduce manual interventions over time.
Performance Metrics & Reporting
- Own CRM performance metrics including CTR, conversion rates, engagement, repeat purchase, and CRM-driven revenue.
- Track cohort-level performance and report clear insights and recommendations.
Collaboration
- Work closely with product, analytics, and marketing teams to align CRM flows with feature launches and business priorities.
- Partner with data and tech teams to define events, improve tracking, and enhance CRM capabilities.
Benefits
- Private Health Insurance
- Paid Time Off
- Training & Development
- Performance Bonus