Director Customer Experience & Retention

Company: Major OTT Player in India
Location: Noida, Uttar Pradesh
Employment Type: Full-Time
Reports To: CEO

Position Summary

Our Client is looking for a Director – Customer Experience & Retention to own the complete post-install experience for free and paying users.

The role will lead Customer Experience, Retention, Lifecycle, In-Product Value Programs, and CX/Retention Product initiatives, driving activation, engagement, subscription, renewal, and long-term customer value.

The role works closely with Engineering, Growth, Product, Brand, and Payments to build a seamless, data-driven and AI-enabled customer journey.

Key Responsibilities

• Own end-to-end post-install CX and value delivery for free and paying users.


• Drive onboarding, activation, engagement, retention, renewal, recovery, and win-back.


• Build in-product programs that improve value discovery, adoption, and engagement.


• Own CX/retention product priorities and partner with Engineering for execution.


• Design personalized lifecycle journeys across Push, In-App, SMS, WhatsApp, and outbound channels.


• Use AI and automation for personalization, journey orchestration, churn-risk detection, and experimentation.


• Own churn, renewal, engagement, and customer-value analytics across cohorts and lifecycle stages.


• Build dashboards and insights to identify friction, churn drivers, and retention opportunities.


• Partner with Growth to improve free-to-paid conversion and acquisition quality.


• Build and lead a lean, high-performing CX and retention team.

Key Metrics

• Activation and early value realization


• Paying-user engagement and usage depth


• Churn and renewal rates


• Free-to-paid conversion


• Customer retention and lifetime value

Requirements

• 10+ years of experience in Customer Experience, Retention, Lifecycle, Growth, Consumer Product, or related roles.


• Proven experience owning post-install CX and retention outcomes for free and/or paying users.


• Experience in consumer tech, OTT, subscription, content, media, or digital products.


• Strong experience with lifecycle/CRM journeys and customer engagement.


• Experience influencing CX/retention product decisions and working with Engineering.


• Strong understanding of churn, renewal, engagement, and subscription metrics.


• Experience with cohort-level analytics and experimentation.


• Proven ability to lead lean teams and own measurable business outcomes.


• Hands-on experience with AI, automation, personalization, or agent-based systems.

Preferred

• OTT, entertainment, consumer subscription, or media experience.


• Experience working with large-scale consumer audiences.


• Understanding of Indian regional markets and languages.


• Haryanvi, Rajasthani, Bhojpuri, or other regional language knowledge is a plus.

This Role Is Not For

• Traditional CRM/Retention Marketing leaders focused only on campaigns.


• Candidates focused solely on recovery, win-back, CAC, or paid acquisition.


• Candidates without CX/product ownership experience.


• Leaders who measure retention only through billing or message volume.


• Candidates uncomfortable with AI-enabled execution, experimentation, and high ownership.