Heena Attri

About Heena Attri

Growth and Lifecycle Marketing Manager with 7+ years of experience driving customer acquisition, engagement, and retention through data-led strategies. I specialize in building full-funnel CRM and lifecycle programs that scale across web and mobile apps — leveraging tools like Salesforce (CRM, Marketing Cloud, Data Cloud), WebEngage, and MoEngage.Currently leading Lifecycle Marketing at Lodha Group, where I spearhead data cloud integrations, segmentation frameworks, and personalized user journeys. Previously at HPCL, I looked after the entire app engagement, launched new product features, GTM campaigns, and partnership-led growth initiatives for the HP Pay app, improving app stickiness and user retention by 30%.I’m passionate about blending data, product thinking, and marketing creativity to build impactful customer experiences and scalable automation systems.Core Skills: Lifecycle Marketing | Martech Automation | CRM Strategy | GTM Planning | Data-Driven Personalization | Audience Segmentation | Analytics & Experimentation | Growth StrategyGold Medalist from NIT Jalandhar.Open to networking, learning, and exploring new opportunities in growth marketing, product led growth, GTM, acquisition & retention, and martech strategy. Let’s connect!

Experience

1. Dy General Manager - Growth & Lifecycle Marketing

   Lodha

   Nov 2023 — Present · Mumbai, IN

   Own and optimize the full marketing funnel (Awareness → Consideration → Interest → Booking → Referral), driving measurable growth across each stage through data-driven experimentation and automation.• Design and launch end-to-end lifecycle marketing journeys using WebEngage & Salesforce Data Cloud across pre- and post-sales phases, resulting in a 2x uplift in engagement rates for high-value real estate leads.• Executed continuous content experimentation (A/B tests across email, web banners, WhatsApp), using test learnings to increase conversion on key CTAs and reduce churn drivers.• Implemented intent scoring models that dynamically shift users into high-intent nurturing journeys or sales prioritization buckets.• Build & maintain performance dashboards to help different teams understand funnel health by project, channel, and segment. Conduct root cause analysis (RCA) for sudden performance fluctuations across channels, journeys, or project performance.• Led the integration of WebEngage with Lodha website, designed and implemented data models to ensure seamless functionality and accurate tracking of user interactions.• Led the integration of Website, CRM, and Salesforce Data Cloud to enable unified customer profiles, segment activation for personalized campaigns, and enhanced targeting accuracy for lifecycle programs.• Implemented event tracking (via GA & WebEngage) to enable cohort analysis, RFM segmentation and churn modeling.

Education

• Little Flower Convent School Dinanagar

  5th, ICSE

  1999 — 2007

• Dr B R Ambedkar National Institute of Technology, Jalandhar

  BTech - Bachelor of Technology

  2014 — 2018

• Akal Academy Pathankot

  High School, Science and Maths, 10th

  2007 — 2012

• Shri Guru Harkrishan Public School Pathankot

  Non-Medical, 12th

  2012 — 2014