About the Role upGrad is launching a micro-learning edutainment app for Hindi-speaking professionals . Think of it as a progress platform , not a traditional course marketplace. We’re pre-launch and hiring our first Retention Manager . This is a true 0→1 role where you’ll build the entire lifecycle and engagement engine from scratch—CRM/CLM setup, automated journeys, churn prevention, dunning recovery, and win-back systems. If you enjoy owning post-install growth and turning users into long-term subscribers, this role is for you. What You’ll Own CRM & Lifecycle Foundations • End-to-end ownership of the CRM platform (CleverTap or equivalent) • User segmentation, journey design, and campaign automation from scratch Multi-Channel Engagement • Hands-on execution across Push, Email, WhatsApp, In-app, and SMS • Decide the right channel, message, timing, and frequency for each user cohort Lifecycle Funnels • Onboarding → Trial conversion → Subscription renewal → Engagement loops • Designing habit-forming and value-reinforcing user journeys Churn & Revenue Protection • Early churn-warning signals and cancellation save flows • Involuntary churn recovery (dunning) and failed payment journeys Win-back & Re-engagement • Campaigns for churned, dormant, and low-engagement users • Personalized reactivation strategies based on past behavior Experimentation & Optimization • A/B testing on messaging, timing, frequency, offers, and pricing impact • Continuous learning loops to improve retention metrics Retention Analytics • Ownership of D1 / D7 / D30 / D90 retention curves • Cohort analysis and campaign-level performance tracking You’d Be a Good Fit If • 3–4 years of experience in CRM, CEP, retention, or lifecycle marketing at a consumer app • (OTT, edutainment, audio, D2C subscription, fintech) • Built CRM journeys hands-on using CleverTap, MoEngage, WebEngage, or Braze • Executed campaigns across Push, Email, WhatsApp, and In-app—and know why to use each • Think in retention curves and cohorts , not just open rates or CTRs • Strong at behavior-based segmentation and trigger-driven automation • Comfortable with data—can analyze campaigns using CleverTap, Mixpanel, and Google Sheets Strong Plus • Experience in subscription-based apps (OTT, audio, edutainment) • Deep hands-on expertise with CRM tools like CleverTap or MoEngage • Uses AI / LLMs to improve CRM workflows, personalization, or experimentation What This Role Is Not • ❌ Not performance marketing—you own post-install , not acquisition • ❌ Not a Salesforce/HubSpot admin role—this is marketing automation , not sales CRM