Associate Lifecycle CRM

About the Role

Responsibilities

• Own email, push notification and in-app messaging as a single lifecycle function for Skillz Platform — strategy, calendar, execution and measurement.
• Own reactivation marketing end to end: cohort definition, offer design, ROI gating against held-out controls, step-downs and exclusion rules for perpetual reactivators.
• Own CleverTap journey design and execution once ownership transfers from Product, and drive onboarding of remaining titles as SDK 26 coverage expands.
• Make every campaign measurable: holdout-audited incremental NGR per campaign, CTR by channel and game, deliverability, and unsub/opt-out guardrails.
• Enforce messaging hygiene — one notification per campaign per player, mutually exclusive segments, contextual interstitial triggers, and segment→campaign attribution so no segment is orphaned.
• Design reactivation and win-back offers within the incentive rules: above-30% bonuses reserved for genuine reactivation, framed as rare and limited.
• Manage the Email Marketing Manager and build the lifecycle bench.
• Partner with Analytics for holdout design and reads, Game LiveOps for surface slates, Launch GTM for feature adoption campaigns, and Product (Rishabh) for messaging machinery and PN observability.
• Report weekly: what was sent, what it earned, what is being retired, and what needs unblocking.
• Key Competencies
• Incrementality-first thinking — instinctively asks what the control group did; treats sends, opens and pMAU as inputs rather than results.
• Lifecycle craft — journey design, triggers, frequency capping, suppression logic and deliverability, across push, email and in-app together rather than channel by channel.
• Offer economics — understands that a reactivated user arriving on bonus cash can be NGR-negative, and can defend a step-down against a stakeholder whose reactivation number it depresses.
• Hands-on tooling — configures journeys and segments themselves; can pull their own data in SQL or a BI tool.
• Player respect — treats notification volume as a finite asset and argues for fewer, better sends.
• Builds from zero — the function, the DL, the runbook and the measurement all need creating; comfortable with that rather than expecting an established machine.

Experience

• 2-4 years in lifecycle / CRM / retention marketing for a consumer mobile product, including direct ownership of a reactivation or win-back programme.
• Deep hands-on experience with a lifecycle platform — CleverTap strongly preferred; Braze, MoEngage, Iterable or WebEngage acceptable — including journey building, segmentation and frequency management.
• Ran holdout-based incrementality measurement on messaging campaigns and can evidence a campaign they killed on the number.
• Real-money gaming industry experience required.
• Owned push notification deliverability and opt-in economics, including double-dialogue opt-in patterns and the constraints of iOS re-enablement.
• Comfortable partnering with Product on instrumentation gaps and with Analytics on independent scoring; experience taking over tooling ownership from another function is a plus.
• Location: Hybrid in Bangalore, India.
• Travel Requirement: Less than 10%
• #LI-Onsite #LI-MK1

Preferred Qualifications

• Deep hands-on experience with a lifecycle platform — CleverTap strongly preferred; Braze, MoEngage, Iterable or WebEngage acceptable — including journey building, segmentation and frequency management.
• Comfortable partnering with Product on instrumentation gaps and with Analytics on independent scoring; experience taking over tooling ownership from another function is a plus.