Key Responsibilities:

1. Drive Feature & Product Adoption: Plan and execute go-to-market (GTM) and in-app communication strategies to increase awareness and usage of new or underutilized product features.

2. Convert User Insights into Messaging: Analyze user behavior and pain points to craft clear, value-led positioning and messaging for features and product experiences.

3. Plan & Execute Cross-Channel Campaigns: Run CRM, in-app, and creative communication campaigns to educate users, highlight feature benefits, and improve engagement.

4. Measure & Optimize Performance: Track feature usage, conversion, and retention metrics to identify gaps and refine messaging, funnels, or user journeys.

5. Collaborate with Cross-Functional Teams

- Work closely with Product, Data, Design, and Lifecycle Marketing teams to ensure consistent communication and seamless product experience delivery.

Key Expected Outcomes:

- Demonstrable growth in feature and overall product adoption across the platform.

- Smooth and timely GTM execution for new feature launches.

- Clear, consistent product communication across all channels and user segments.

- Data-backed continuous improvement informed by user feedback and performance insights.

- Strong collaboration and alignment between Product, Lifecycle, and Design teams, ensuring efficient rollouts and improved user experience.

Must-Have Requirements:

- 4-6 years of experience in Product Marketing, Lifecycle Marketing, or similar roles in digital-first/app-led businesses (OTT, consumer tech, or subscription-based models preferred).

- Strong understanding of user behavior, adoption funnels, and product usage patterns.

- Hands-on experience executing CRM and in-app communication campaigns.

- Analytical mindset with the ability to interpret funnel metrics and convert insights into action.

- Excellent communication and stakeholder management skills.

- Strong written and verbal communication, with clarity in user-facing messaging.

- Ownership mindset with end-to-end accountability for campaign planning and execution.

- Understanding of digital platforms and OTT ecosystems.

Should-Have Requirements:

- Experience working in OTT, entertainment, or consumer-tech environments with knowledge of content-driven user behaviors.

- Working knowledge of CRM tools such as Clevertap, MoEngage, Braze, or WebEngage.

- Familiarity with analytics tools (Amplitude, Mixpanel, GA4).

- Exposure to A/B testing and experimentation frameworks.

- Comfort with data visualization platforms such as Appsflyer, Metabase, Looker, or Power BI.

- Understanding of lifecycle communication and retention-focused strategies.

- Ability to review or create campaign creatives with strong narrative alignment.

- Curiosity and storytelling capability to translate product features into user benefits.

Good-to-Have Requirements:

- Prior experience in driving feature adoption or contributing to product-led growth initiatives.

- Experience working in high-growth, data-driven startup environments.

- Familiarity with marketing automation and experimentation tools.

- A creative eye for content, communication, and user experience design