Job Description

Role Purpose

Own and execute end-to-end lifecycle marketing for Spacetoon GO across GCC/MENA and Turkey, using CleverTap and other automation tools to design and optimize automated, personalized journeys that improve:

• Activation (first meaningful watch)

• Engagement & watch time

• Subscription conversion & trial-to-paid

• Ad-supported monetization health

• Renewal & churn prevention

• Win-back & reactivation

What You’ll Be Responsible For

1-Lifecycle Strategy & Segmentation

• Define and manage lifecycle stages:
  New → Activated → Engaged → Subscriber → Churn-Risk → Lapsed

• Build and maintain audience segmentation frameworks

• Create behavioral cohorts for hybrid monetization:

  • Ad-heavy users

  • Subscription-intent users

  • Trial users

  • Churn-risk subscribers

• Develop market- and language-specific segments:
  GCC vs Turkey | Arabic vs Turkish | Device/platform

2- Automation & Journey Orchestration (CleverTap + CRM Tools)

• Build, manage, and optimize automated journeys including:

  • Onboarding flows

  • First-watch activation

  • Content discovery

  • Continue-watching reminders

  • Subscription funnel (paywall exposure → intent → conversion)

  • Renewal & churn prevention

  • Win-back & reactivation campaigns

• Develop and manage:

  • In-app messages

  • Push notifications

  • Email campaigns

  • SMS / WhatsApp (where compliant)

• Monitor and optimize user journeys from:
  App install → Content discovery → Watching → Subscription → Renewal

• Manage channel orchestration strategy:

  • Frequency caps

  • Quiet hours

  • Suppression rules

  • Prioritization logic

• Troubleshoot and optimize automation workflows to ensure:

  • Smooth user experience

  • Accurate reporting

  • Clean data tracking

3-Personalization

• Implement dynamic personalization using:

  • Content affinity

  • Watch history

  • Behavioral triggers

Examples:

• “Because you watched…”

• New episode alerts

• Trending content

• Watchlist reminders

• Partner with Creative & Design to maintain modular, localized templates

• Ensure brand-safe, family-appropriate messaging guidelines

4-Experimentation & Optimization

• Own lifecycle testing roadmap and experimentation program

• Conduct hypothesis-driven A/B tests within the app

• Measure uplift and incremental impact

• Optimize segmentation, messaging, timing, and channel mix

• Monitor fatigue indicators and channel health

• Document learnings and rollout plans

5-Analytics, Reporting & Insights

• Analyze and report on:

  • Activation rate

  • Retention (D1 / D7 / D30)

  • Engagement & session frequency

  • Watch time per active user

  • Content completion rate

  • Trial-to-paid conversion

  • Subscription conversion

  • Renewal rate

  • Churn rate

  • Win-back rate

  • LTV & CAC contribution (where available)

  • Push/In-app KPIs (delivery, open rate, CTR, conversion, opt-outs, uninstall signals)

• Build dashboards and reporting rhythms (weekly/monthly)

• Provide actionable insights and recommendations to Product, Content, Growth, and Monetization teams

• Present findings and improvement opportunities to management

6- Data, Tracking & Operational Excellence

• Define and validate event taxonomy with Product, Data, and Engineering

• Ensure correct deep links and tracking parameters before launches

• Conduct QA for campaigns and journeys

• Maintain lifecycle documentation and operational playbooks

• Ensure consent management, user preferences, and privacy compliance

7- Key Interfaces

You’ll collaborate closely with:

• Product Growth

• Engineering

• Data/BI

• Content Programming

• Design & Creative

• Monetization / Ads

• Customer Support

• Marketing

What We’re Looking For :

• 2:5 years experience in CRM, Lifecycle Marketing, In-App Marketing, or Automation (B2C mobile apps)

• Streaming/media subscription experience preferred (SVOD/AVOD hybrid ideal)

• Hands-on experience with CleverTap (Journeys, Segmentation, Campaigns, Experiments)

• Experience with marketing automation & CRM tools (e.g., HubSpot, Customer.io, Iterable)

• Experience with push notification & in-app messaging platforms

• Familiarity with mobile app analytics platforms (GA4, Amplitude, Mixpanel, Firebase)

• Strong analytical mindset (funnels, cohorts, uplift measurement)

• Ability to interpret user data and translate it into actionable insights

• Strong stakeholder communication skills

• Ability to manage multiple campaigns and projects simultaneously

• High attention to detail and QA discipline

Competencies That Matter :

• Data-driven decision making

• Ownership & operational rigor

• Creative problem-solving with strong user empathy

• Structured experimentation mindset

• Strong cross-functional collaboration

How Success Will Be Measured :

• Activation uplift (first meaningful watch)

• D7 / D30 retention improvements

• Increased watch time per active user

• Subscription conversion & trial-to-paid uplift

• Renewal rate improvement & churn reduction

• Win-back conversion

• Channel health stability (opt-outs, uninstall rate, fatigue control)

• Testing velocity and documented learnings