CRM & Lifecycle Manager - Gaming / OTT Platform

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 defi ned metric or stage (e.g., activation, retention).
• CRM Automation Expertise - hands-on execution using tools like Clevertap ,MoEngage, WebEngage
• User Segmentation & Targeting - defi ning 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.

What will be the success metric for this role?

(ref : iimjobs.com)