Retention Manager (Gaana) - Churn & Reactivation

Role Overview : Our Expert in Winning Back Listeners

We are seeking a data-driven and creative marketer to take on one of our most critical challenges : preventing user churn and reactivating lapsed listeners. While our core retention team focuses on engaging active users, your mission is laser-focused on the pivotal moment a user decides to leave—and the crucial window to win them back.

You will be our specialist in understanding why users churn and developing the strategies to save them or bring them back home. This is a hands-on role for a problem-solver who loves to run experiments, analyze data, and see a direct impact on the size of our user base.

Key Responsibilities

1. At-Risk User Intervention (Churn Prevention) :

Identify Churn Signals : Work with the data team to leverage predictive models and your own analysis to identify listeners showing signs of disengagement or a high risk of churning.

Champion Qualitative Insights : Go beyond the "what" to understand the "why". Directly engage with at-risk users through surveys and interviews to uncover the root causes of dissatisfaction, forming powerful, testable hypotheses for your campaigns.

Design & Launch "Save" Campaigns : Develop and execute proactive, multi-channel campaigns (push, in-app modals, email) triggered by at-risk behavior. Your goal is to re-engage them before they hit the cancel button.

2. Lapsed User Reactivation (Win-Back Strategy) :

Own Win-Back Campaigns : Architect and manage the end-to-end strategy for bringing back churned subscribers, including segmenting users based on past listening behavior and time since churn.

Craft Irresistible Win-Back Hooks : Go beyond generic discounts. You'll test a creative mix of compelling offers and hyper-personalized content to find the perfect reason for a listener to return.

Test and Learn Rigorously : Constantly A / B test offers, messaging, and channels to build a playbook of the most cost-effective methods for reactivating different user cohorts.

3. Analytics & Cross-Functional Collaboration :

Measure What Matters : Own and report on the core KPIs for your domain : Churn Rate, Save Rate, Reactivation Rate, and the ROI of your campaigns, translating performance data into actionable insights for stakeholders.

Be the Voice of Churn to Product : Act as the key feedback loop to the Product and Content teams. You will provide them with clear data and qualitative insights on why users are leaving, helping them prioritize roadmap features that address core churn drivers.

Partner with Core Retention : Work closely with the main lifecycle team to ensure a seamless user experience, so your "save" messages and their "engagement" messages are perfectly aligned.

What We’re Looking For

4-7 years of focused experience in churn management, user reactivation, or save strategies, ideally within a B2C subscription or mobile app business.

Innovative Problem-Solver : You don't just follow the standard churn playbook. You think creatively, challenge assumptions, and are excited by the opportunity to build industry-leading churn-mitigation strategies.

Hands-On Campaign Execution : You have direct experience building, launching, and optimizing campaigns using marketing automation platforms (e.g., MoEngage, Clevertap, Braze).

Analytically Sharp : You are fluent in digging through data to find opportunities. This requires strong proficiency with SQL for independent analysis and experience with product analytics tools (e.g., Mixpanel, Amplitude, Google Analytics).

An Experimenter's Mindset : You think in terms of hypothesis, test, and result. You're skilled at designing and interpreting A / B tests to get clear, actionable answers.

A Passion for Music is Key : To understand why a listener leaves, you need to understand what makes them stay. Your genuine interest in music and audio will give you an edge in crafting resonant and effective campaigns.