Director - Growth & Subscription, Cricinfo

Job Overview

This is a high-ownership, high-visibility role sitting at the intersection of product, marketing, data, and editorial. You will set the strategy and run the engine that turns casual cricket fans into daily active users—and, in time, paying subscribers.

Key Responsibilities

• Consumer Acquisition & Growth: Own top-of-funnel strategy across owned, earned, and paid channels. Define audience targeting, channel mix, and messaging frameworks to drive new user registrations at scale. Partner with Marketing and Product to run continuous acquisition experiments and improve cost-per-registration.

• Activation & Habit Formation: Design and optimise the new-user onboarding flow to drive meaningful first sessions. Use live matches and tournaments as forcing functions to establish early habits and increase return visit frequency. Define and track activation milestones that predict long-term retention.

• Retention & Churn Management: Build and run retention programmes that keep engaged users active across the calendar year, not just during peak tournaments. Lead win-back programmes for lapsed users, with particular emphasis on pre-tournament reactivation windows.

• Content Calendar & Editorial Partnership: Co-own the content calendar with the Editorial team, ensuring publishing cadence and content mix are aligned with growth objectives. Identify content formats and topics that drive acquisition, activation, and return visits. Use data to inform decisions on content investment and distribution.

• Cohort & Lifetime Value Analysis: Build a rigorous understanding of user cohorts—how they are acquired, how they behave, and what drives their long-term value. 

• Free-to-Paid Conversion & Member Journey: As we build towards our subscription launch, develop and test the conversion strategy that moves engaged free users to paid members. Design the member benefits and value reinforcement programme. Work with Revenue & Monetization on offer construction and pricing experiments to find the right positioning at launch.

• Cross-functional Leadership: Work closely with Product, Engineering, Data, Editorial, Marketing, and Revenue teams to align roadmaps, prioritise growth initiatives, and ensure rapid experimentation cycles. Bring a test-and-learn mindset and hold the organisation accountable to growth outcomes.

Key Performance Indicators

• New registered users (monthly and cumulative), with breakdown by channel and geography

• Monthly Active Users (MAU) and Daily Active Users (DAU), and DAU/MAU ratio

• M3 and M6 retention curves across acquisition cohorts

• Win-back and reactivation rates for lapsed users (especially pre-tournament windows)

• Free-to-paid conversion rate (as subscription launch approaches)

Qualifications & Experience

• 8+ years in growth, or consumer strategy roles

• Demonstrated track record of owning a consumer growth funnel end-to-end—from acquisition through to long-term retention

• Experience working with or launching subscription products; comfort with pricing strategy and modelling is a plus

• Strong analytical foundation; able to build and interpret cohort analyses, LTV models, and retention curves independently

• Experience collaborating with editorial/content teams to align publishing strategy with growth goals

• A genuine love of cricket and an intuitive understanding of the Cricinfo platform

Skills & Competencies & Personal Attributes

• Strong bias for consumer understanding – serving needs of every Cricket fan.

• Commercial instinct; able to connect growth activity directly to revenue outcomes

• Data-driven decision making

• Collaborative and highly cross-functional; able to influence without authority across Product, Editorial, Data, and Marketing

• High ownership and bias for action; comfortable running multiple workstreams simultaneously in a fast-moving environment

• Clear, structured communicator who can distil complex growth analysis into sharp narratives for senior leadership

• Curiosity and empathy for the user; genuinely interested in how cricket fans discover, consume, and stay loyal to Cricinfo