Manager - Digital Marketing

Key Responsibilities

• Lead the digital marketing strategy for Tata Play's DTH service across both web and mobile platforms, focusing on increasing app downloads, box purchases, user activations, recharge transactions, and improving customer retention.
• Design, implement, and refine performance marketing campaigns utilizing Google Ads (including Search, Performance Max, Display, YouTube), Meta platforms, and affiliate networks to meet customer acquisition and revenue goals.
• Steer app growth efforts through App Campaigns (UAC), deep-linking processes, remarketing efforts, CRM system integrations, and conversion optimizations to boost conversion from installs to recharges and encourage repeat transactions.
• Create and execute comprehensive marketing funnels targeting both new customers and existing subscribers via various digital channels.
• Optimize website performance with initiatives such as landing page enhancements, SEO collaboration, advanced analytics, and improving conversion rates; experience with GEO targeting is considered advantageous.
• Work collaboratively with teams in Product, Technology, Analytics, CRM, and Creative departments to enhance user experience by improving app interaction flows and reducing user drop-offs.
• Use tools like Google Analytics 4, Firebase, AppsFlyer, and proprietary dashboards to monitor campaign performance, glean insights, and increase marketing efficiency.
• Oversee the planning and allocation of the annual digital marketing budget, focusing on optimizing returns on ad spend, customer acquisition costs, and maximizing customer lifetime value.
• Conduct A/B testing across multiple variables such as creatives, audience segments, bidding strategies, landing pages, and app workflows to generate additional business growth.
• Provide detailed reports and strategic suggestions to senior management, facilitating data-driven business planning and decision making.

Preferred Qualifications and Skills

• Expertise in Performance Marketing and Mobile App Marketing
• Proficient in Google Ads and Meta Ads platforms
• Experience with Google Analytics 4 and Firebase Analytics
• Knowledge of app attribution technologies such as AppsFlyer or Adjust
• Skill in Conversion Rate Optimization and SEO with web analytics
• Strong capabilities in marketing analytics and dashboard development
• Experience managing marketing budgets and profit & loss responsibilities
• Ability to manage and collaborate across multiple organizational teams

Education

Full-time MBA degree is required.