Role Purpose:
One integrated owner of the customer lifecycle across both brands. The primary mandate is the subscription engine moving users from install and trial to paid annual subscribers and driving the annual renewal that compounds the business. The secondary, lighter mandate is repeat purchase and replenishment, which shares the same tooling, segments and journeys. This consolidation reflects a structural insight: Company personalisation is itself the retention tool for them.
Key Responsibilities:
- Own the funnel end to end: install to onboarding to free insight to paid conversion; design conversion journeys, paywalls, trials and EMI messaging with Product.
- Own renewal strategy at the annual anniversary the retention cliff through engagement, the monthly-report journey, biological-age and percentile hooks, and re-test loops.
- Run programmes across email, WhatsApp, SMS, push and in-app onboarding, replenishment and reorder nudges, win-back and loyalty sized to the lighter workload.
- Activate the interlinkage: surface to you recommendations inside journeys to drive repeat with near-zero incremental CAC.
- Build unified RFM and cohort segments on one martech platform serving both brands; personalise by age-cohort concern (from Insights).
- Own lifecycle analytics across both brands: conversion, renewal, repeat rate, churn, LTV, cohort curves and CRM-attributed revenue.
- Run a continuous experimentation roadmap with Head Marketing.
Success Metrics:
- Install to paid conversion rate.
- Active subscribers, ARR and EMI/annual mix.
- Annual renewal rate.
- Blended LTV and churn.
- CRM-attributed revenue across both brands.
Experience & Qualifications:
- 5-8 years in subscription growth, lifecycle or CRM the seniority bar rises with the widened mandate.
- Experience with paywalls, trials and renewals; app-subscription, health, fintech or OTT background a plus.
- Hands-on with a martech platform (WebEngage, MoEngage, CleverTap, Klaviyo or similar).
- Strong cohort, LTV and experimentation instincts; familiarity with Razorpay/billing flows.
Key Skills & Competencies:
- Subscription funnel & paywall optimisation.
- Lifecycle and journey design.
- Martech platform fluency.
- Segmentation and personalisation.
- Cohort & retention analytics.
- Offer and copy sense.
- Ruthless prioritisation across two brands.
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