About Us:

The 148-year old The Hindu Group (THG), is known for its flagship English daily. In addition to this historic print newspaper, the group also publishes a business newspaper, businessline as well as the iconic Sportstar and Frontline magazines.

The Hindu Group has also been an innovator and market-leader in digital news publication as well. It was the first print publication in the country to launch a news website. More recently, The Hindu has been the first mainstream publication in the country to go behind a paywall and transform itself from an advertising-led to a subscription-led business.

Role Overview:

We are looking for a highly analytical and execution-focused Growth Product Manager to drive subscriber retention, renewals, reducing churn, winback initiatives across our digital subscription portfolio and increasing customer lifetime value through data-driven product strategy, experimentation, and lifecycle optimization. The role requires a combination of product thinking, customer lifecycle management, data analysis, experimentation, and marketing automation to improve subscriber engagement and maximize customer lifetime value.

The ideal candidate should be self-driven, capable of identifying growth opportunities independently, and comfortable owning initiatives from ideation to execution.

Key Responsibilities:

Subscriber Retention & Winback:

- Own retention and renewal initiatives across the subscriber lifecycle.

- Design and optimize pre-expiry, post-expiry, and winback journeys.

- Develop strategies to improve renewal rates and reduce subscriber churn.

- Identify churn patterns and recommend interventions based on customer behavior.

Campaign Management:

- Plan and execute multi-channel retention campaigns across Email, Push Notifications, WhatsApp, In-App Messaging, and Onsite experiences.

- Coordinate with editorial, design, product, and marketing teams for campaign execution.

- Ensure timely delivery and high execution quality of all assigned initiatives.

Experimentation & Growth:

- Design and execute A/B tests to improve renewals, engagement, and customer experience.

- Validate hypotheses through experimentation and recommend scalable improvements.

- Continuously identify new retention opportunities based on customer insights and industry best practices.

Product & Lifecycle Optimization:

- Map subscriber journeys and identify friction points affecting retention.

- Recommend product and UX improvements to improve customer engagement.

- Work closely with Product and Engineering teams to implement lifecycle enhancements.

Analytics & Reporting:

- Monitor key retention metrics and campaign performance.

- Analyze subscriber behaviour, funnel performance, and cohort trends.

- Prepare dashboards, performance reports, and actionable recommendations for stakeholders.

Required Qualifications:

- 3-6 years of experience in Growth, Product, CRM, Lifecycle Marketing, or Subscriber Retention.

- Strong understanding of subscription business models, churn drivers, retention levers, recurring revenue, and customer lifetime value.

- Experience using data to identify problems, form hypotheses, prioritize opportunities, and measure business impact.

- Hands-on exposure to experimentation methods such as A/B testing, funnel analysis, cohort analysis, segmentation, and conversion optimization.

- Ability to work closely with engineering and design teams to translate retention opportunities into product requirements and shipped experiences.

- Comfort with analytics and reporting tools such as Excel, Tableau, Google Analytics, Amplitude, Clevertap, or similar platforms.

- Excellent communication, stakeholder management, and executive storytelling skills.

- Strong customer empathy with the ability to balance user needs and business outcomes.

Preferred Qualifications:

- Experience working on paid subscription, membership, loyalty, or recurring revenue products.

- Exposure to pricing, offer strategy, payment recovery, renewal journeys, or cancellation prevention flows.

- Experience in media, OTT, news, entertainment, education, or other high-frequency digital engagement businesses.

- MBA or equivalent business qualification is a plus, but not mandatory.

Required Skills:

- Strong analytical and problem-solving skills.

- Customer lifecycle marketing experience.

- Experience with A/B testing and experimentation.

- Data-driven decision making.

- Excellent stakeholder management.

- Strong written and verbal communication.

- Project management and execution excellence.

- High ownership and accountability.

- Ability to independently identify opportunities and drive initiatives.

Success Metrics:

- Reduction in voluntary and involuntary subscriber churn.

- Improvement in renewal rate, repeat purchase rate, and subscription tenure.

- Increase in subscriber engagement, active days, content consumption, or product usage frequency.

- Improvement in customer lifetime value and revenue retention.

- Higher reactivation and win-back conversion rates.

- Lower cancellation intent and improved save-rate at cancellation touchpoints.

- Experiment velocity, learning quality, and percentage of successful retention initiatives scaled.

Ideal Candidate Profile:

We're looking for someone who:

- Thinks beyond campaign execution and focuses on solving business problems.

- Takes initiative rather than waiting for task allocation.

- Uses data to identify opportunities and recommend solutions.

- Demonstrates end-to-end ownership and accountability.

- Challenges existing processes constructively and continuously looks for ways to improve subscriber retention.