About hoichoi
hoichoi is India's leading Bengali OTT platform and the digital arm of SVF Eastern India's No.1 regional media and entertainment company. With 650+ Bengali films, 185+ originals, and 3,000+ hours of content, we serve 250 million Bengalis worldwide.
What You'll Do
- Own the full subscriber retention funnel from trial-to-paid conversion through renewal, engagement, and win-back with full accountability for churn rate and retention cohort targets.
- Build and execute lifecycle marketing campaigns across push notifications, email, in-app messaging, and SMS, using behavioral triggers and content signals to drive timely, relevant interventions.
- Define, track, and report on retention KPIs weekly: Day-7, Day-30, and Day-90 retention curves, voluntary churn rate, subscriber LTV, engagement scores, and reactivation rates.
- Lead a structured experimentation roadmap design A/B and multivariate tests, interpret results rigorously, and ship winning variants into production fast.
- Partner with the content, product, and tech teams to identify at-risk subscriber segments early and build automated playbooks that trigger the right intervention at the right moment.
- Build cohort analyses and segmentation models to surface behavioral patterns and personalize retention messaging at scale.
- Drive the subscriber communication calendar own cadence, tone, channel mix, and personalization logic, ensuring every message earns its place in the subscriber's attention.
- Work closely with the data team to build and maintain retention dashboards on hoichoi Cortex, making retention health visible and actionable for the full growth team.
- Champion AI-native retention workflows: use GenAI tools to accelerate campaign ideation, brief writing, and copy iteration while maintaining quality and brand voice.
Must-Have Qualifications
- 57 years of experience in growth, lifecycle marketing, CRM, or retention roles ideally in OTT, streaming, subscription, or consumer internet companies.
- Strong command of retention and engagement metrics: churn rate, cohort retention curves, LTV, DAU/MAU ratios, NPS, and reactivation lift.
- Hands-on experience running lifecycle campaigns via CRM or marketing automation tools CleverTap, MoEngage, Braze, or equivalent. You've built journeys, not just sent blasts.
- Proven ability to design, run, and interpret A/B tests you know when a result is statistically meaningful and when it isn't.
- Data-comfortable: you can build and read SQL queries or work closely with an analyst on cohort and funnel analysis. Dashboards don't intimidate you.
- Uses AI tools (ChatGPT, Claude, Gemini, Notion AI, or similar) to draft briefs, analyse patterns, and improve processes and critically evaluates AI outputs before shipping.
- Clear communicator who can translate data into a crisp 3-slide narrative for leadership and a clear brief for a designer or copywriter.
Good-to-Have
- Experience in the OTT, streaming, or subscription media category you know why a subscriber cancels after episode 3 of a show, not just when they cancel.
- Familiarity with content consumption patterns and how to use watch-time, genre affinity, or completion rates as retention signals.
- Spoken Bengali or cultural familiarity with Bengali content and the diaspora audience.
- Exposure to product-led growth tactics: in-product nudges, onboarding flows, feature discovery, or paywall optimisation.
Why Join hoichoi
- You'll own retention for a platform that 250 million Bengalis call home a category where culture, language, and storytelling collide in ways no other platform can replicate.
- You'll work inside an AI-native organisation that is actively embedding GenAI across every function this is not a pilot; it's the operating model.
- Small team, real ownership. You won't be the tenth person working on the same metric. You'll be the person who defines the metric, builds the system, and reports the results.
- Access to the SVF ecosystem: content produced by the same company you're marketing, insights from Sooper and LoglineAI, and a distribution moat built over decades.
Culture & How We Work
At hoichoi, the best idea wins, not the biggest title. We operate in small, cross-functional teams where content, product, growth, and tech sit close together, argue productively, and occasionally steal each other's snacks. It's a lot like a kitchen during a house party: slightly chaotic, everyone's doing three things at once, but somehow the food comes out great.
Ownership here isn't a buzzword; it's the default setting. If something's broken, you don't file a ticket and wait. You're the person who notices the printer is jammed and just fixes it instead of pretending you didn't see it. We ship fast, measure what works, and iterate. Think less perfect deck and more let's see if real viewers actually care.
When big moments arrive, we stretch. But we're equally serious about keeping the pace sustainable, because burnt-out teams build neither great products nor great stories. If that sounds like your kind of chaos, we should talk.
