Manager - CRM & Retention

About hoichoi :

hoichoi is the leading on-demand video streaming platform for Bengalis worldwide, offering an exciting array of Bengali Classics, Blockbusters, Documentaries, Short Films, and Exclusive Original Web Series. As the digital vertical of SVF Entertainment – a powerhouse in Indian media with 8 National Awards – hoichoi aims to be the ultimate home for Bengali entertainment.

Role Overview :

Manager – CRM & Retention will lead hoichoi's global lifecycle marketing and retention efforts, ensuring subscribers remain engaged and loyal over the long term. This is a strategic and execution-driven leadership role, owning the CRM roadmap, overseeing platform implementation, building actionable analytics, and ensuring measurable impact across customer touchpoints.

Key Responsibilities :

1. Strategy & Leadership

• Own and drive the end-to-end CRM & Retention strategy across all geographies and customer segments.
• Define clear KPIs (engagement rate, repeat watch rate, churn reduction, ARPU growth) and deliver against them.
• Lead, mentor, and manage a team of CRM specialists, analysts, and agency partners.

2. Campaign Planning & Execution

• Design, execute, and optimize high-impact, multi-channel CRM campaigns (Push, Email, SMS, In-App, Web) to drive engagement and retention.
• Leverage advanced segmentation and personalization to deliver relevant, timely, and context-aware communication.
• Implement rigorous A/B and multivariate testing frameworks for continuous improvement.

3. CRM Implementation & Product Integration

• Partner with Product and Technology teams to implement and optimize CRM platforms (preferably CleverTap), ensuring seamless integration with app/web properties.
• Create and manage event tracking frameworks to capture user behaviors, in collaboration with developers and product managers. Define data schemas for CRM, set up triggers, and ensure data quality across campaigns.
• Work with Product teams to prioritize and deliver CRM-related feature requests, automation workflows, and personalization capabilities.

4. Data Analytics & Dashboarding

• Build and maintain CRM dashboards to track campaign performance, customer lifecycle health, and retention metrics.
• Use analytics tools to identify churn patterns, high-value user behaviors, and upsell opportunities.
• Partner with Data & Analytics teams to develop predictive models for churn prevention, upselling, and win-back strategies.

5. Cross-Functional Collaboration

• Work with Content and Brand teams to align lifecycle messaging with platform content drops, seasonal campaigns, and marketing events.
• Partner with Technology to ensure high deliverability, platform stability, and automation at scale.

6. Reporting & Optimization

• Present actionable performance insights to senior leadership with recommendations for growth.
• Continually refine retention strategies based on campaign learnings and user feedback.

Requirements :

• Experience: 3–4 years in Retention, CRM, CLM, or Lifecycle Marketing, with at least 1 year in a managerial role.
• Proven expertise in implementing and managing CRM platforms with event tracking, automation, and personalization.
• Strong analytical skills; advanced Excel and dashboard creation experience required, SQL preferred.
• Hands-on experience with CleverTap, MoEngage, Braze, or WebEngage (CleverTap preferred).
• Excellent communication, stakeholder management, and cross-functional leadership skills.
• Track record of delivering measurable business impact through retention strategies.
• Understanding of the OTT or subscription-based business model; familiarity with Bengali entertainment is a plus.