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?

- Improvement in owned lifecycle metric - measurable growth in activation, retention, reactivation, or churn reduction for the assigned user cohort.

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

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

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

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