Description:

Role: Head User Engagement, Renewals & Communications

Function: Customer Engagement Group (CEG, Watcho / Vzy)

Reporting to: Business Head - Watcho / Vzy

Job Persona: What This Person Really Looks Like

1. Obsessive about Retention:

- Thinks in renewal curves, cohort decay and habit loops

- Believes growth without retention is value destruction

2. Behaviourally Sharp:

Deeply understands Indian user behaviour:

- Price-sensitive, but convenience-seeking

- Emotionally driven renewals (sports, drama, kids content)

- High inertia, high forgetfulness, low intent articulation

3. Cross-Functional Glue:

- Lives between Product, Content, Revenue and Customer Support

- Comfortable arguing against Lets give more discounts

4. Metric-Driven

- Uses data to guide action

Ideal Background

1. Lifecycle / Retention Leader from Consumer Internet

- OTT, gaming, fintech, food delivery, edtech

Has owned:

- CRM

- Renewals

- Re-engagement

2. Product-Led Engagement Leader

- Strong UX + analytics exposure

Has worked on:

- Habit formation

- Subscription journeys

- Engagement loops

Experience: 5 to 7 years

Education: Engineering / Behavioural Science / Psychology + MBA

Detailed Job Description

Build a sticky, habit-driven engagement engine that maximizes renewals, reduces churn, and increases lifetime value across SVOD and AVOD userswithout over-reliance on discounts. Key responsibilities:

1. Own the Full Engagement -> Renewal Lifecycle

- Define lifecycle stages: Activation / Habit formation / Renewal risk / Win-back

- Own all renewal touchpoints: In-App / Push / WhatsApp / Email / SMS

2. Content-Driven Engagement

- Translate content drops into:

- Engagement spikes / Retention hooks / Renewal triggers

Identify:

- Habit content vs Event content

- Align content calendars with renewal cohorts

3. Funnel & UX Collaboration

Work with Product to:

- Improve post-install activation

- Reduce friction to first watch

- Optimize continue watching loops

- Model revenue impact of engagement changes

4. Churn Diagnostics & Retention Playbooks

Identify churn types & associated retention strategy:

- Price-sensitive churn

- Content exhaustion

- UX friction

- Payment friction

5. Renewal Strategy

Design renewal mechanics:

- Auto-renew nudges

- Grace periods

- Smart reminders

Reduce silent churn caused by:

- Payment failures

- Forgetfulness

6. CRM & Lifecycle Automation

Own CRM strategy:

- Segmentation

- Journey orchestration

- Frequency capping

- Balance: Engagement vs fatigue, Push volume vs opt-outs

7. Team, Ops & Governance

Build and manage:

- Lifecycle marketers

- Retention analysts

- Campaign ops

- Set experimentation cadence

- Ensure clean execution and learning loops

Tools & Technical Stack

Must-Have

- CRM tools (MoEngage, CleverTap, Braze, etc.)

- Strong Excel / Sheets

- A/B testing frameworks

Nice-to-Have

- CDPs

- Behavioural analytics tools

- BI dashboards