Key Responsibilities  1. End-to-end metric ownership  Be fully accountable for a defined lifecycle KPI (e.g., activation, D7 retention, churn rate) — set targets, build roadmap, deliver improvements and own outcomes.  

2. Campaign setup & CRM operations (Clevertap / Braze / etc.)  Build, configure, QA and execute campaigns and automated journeys in the CRM platform (Clevertap or equivalent) — audience selection, triggers, scheduling, tagging, and delivery monitoring.

 3. Segmentation & personalization  Define behavioural and transactional cohorts, implement dynamic personalization rules, and maintain audience hygiene to ensure relevance and lift.  

4. Experimentation & optimization  Design and run A/B and holdout experiments, analyse uplift, and iterate on messaging, timing and frequency to maximize impact.  

5. Analysis, reporting & cross-functional alignment  Track and interpret campaign and funnel metrics, maintain dashboards, produce concise insights and recommendations, and coordinate with Product, Data and CX for dependencies and fixes.  

Key Expected Outcomes:  1. Improvement in owned lifecycle metric — measurable growth in activation, retention, reactivation, or churn reduction for the assigned user cohort.  

2. High-quality campaign execution — error-free setup, timely delivery, and consistent hygiene across CRM journeys and automations.  

3. Increased user engagement & watch conversion — stronger daily/weekly active ratios and deeper content consumption.  

4. Data-driven optimization — regular testing and iteration leading to improved CTRs, conversions, and journey completion rates.  

5. Actionable insights for business teams — clear reporting and learnings that inform product and marketing decisions.

 

Must Have Requirements:  ● End-to-end Lifecycle Ownership – ability to plan, execute, and measure campaigns for a defined metric or stage (e.g., activation, retention).  

● CRM Automation Expertise – hands-on execution using tools like Clevertap ,MoEngage, WebEngage  

● User Segmentation & Targeting – defining cohorts based on behaviour, subscription status, and engagement data.  

● Cross-channel Campaign Management – executing communication via push, WhatsApp, SMS, RCS, email, and in-app along with Spends optimization  

● Data Analysis & Reporting – tracking key KPIs and metrics (eg. DAU, WAU, retention %, watch conversion, churn) and deriving insights along with RCA  

● A/B Testing & Experimentation – Continuously ideating , setting up and evaluating experiments to improve conversion and retention.  

● Journey & Funnel Optimization – identifying drop-offs and improving user progression through lifecycle stages.  

● Copy & Creative Collaboration – working with content/design teams to ensure messaging relevance and clarity.

● Stakeholder Collaboration – aligning with product, CX, Content and data teams for execution dependencies.

● Ownership Mindset – accountable for end outcomes and continuously optimizing performance of the assigned metric.