Performance & Growth Marketing Manager

About Hungama

Established in 1999, Hungama has been a pioneer in India's digital entertainment space, focusing on delivering digital media at scale in regional languages and platforms. The company developed prominent platforms like Hungama Music, Hungama Play, and Artist Aloud, alongside Bollywood Hungama, which is now India's top film and entertainment editorial brand. Serving two hundred million users across over a hundred countries and seventeen South Asian languages, Hungama has built deep connections with telecom, OTT, and global music distribution partners, receiving nearly two hundred awards. Recently, Hungama has transformed into an AI-native company with advanced technologies like CineIQ and partnerships with global leaders such as Apple, Google, Meta, and NVIDIA, preparing for the next decade of storytelling and creator engagement.

Role Overview

The Performance & Growth Marketing Manager is responsible for driving paid user acquisition for Fast TV on multiple digital platforms. This role involves strategizing, executing, and fine-tuning campaigns aimed at increasing app installs, trial activations, and paid subscriptions while prioritizing key metrics such as CAC, ROAS, and LTV to CAC ratios. Hands-on experience with short-video or micro drama content categories and proficiency with Meta and Google advertising platforms is essential.

Key Responsibilities

• Lead full-funnel paid acquisition campaigns across Meta (Facebook, Instagram), Google (UAC, Discovery, YouTube), and programmatic DSPs.
• Manage monthly advertising budgets targeting specific CAC, ROAS, and subscription goals.
• Design and test targeted strategies tailored to micro drama content, utilizing clip hooks, cliffhanger visuals, and episodic trailers.
• Conduct systematic A/B testing on creatives, audience segments, bidding approaches, and landing pages.
• Oversee all aspects of Meta Ads Manager, including campaign design, audience targeting, and budget optimization with CBO/ABO.
• Create and refine creative briefs following Meta's best practices for various ad placements such as Reels, Stories, and Feed.
• Implement Meta Advantage+ campaigns and monitor event quality through Conversions API integration.
• Track user events from app launch through subscription conversions using Meta pixel.
• Manage Google Universal App Campaigns across search, display, Play Store, and YouTube, optimizing CPI and ROAS.
• Collaborate with product and tech teams to ensure accurate MMP tracking via AppsFlyer or Adjust.
• Handle app store presence, including ASO, creative assets, and ratings strategies.
• Monitor retention metrics by user cohorts for acquired users at multiple time points.
• Create and manage re-engagement campaigns targeting churned users via Meta Custom Audiences and Google Customer Match.
• Implement dynamic product ads and retargeting to convert users who did not finish paywall steps.
• Coordinate with CRM teams to synchronize paid retargeting with push, email, and in-app messaging campaigns.
• Leverage audience data from tools like CleverTap or MoEngage for targeted paid campaigns.
• Maintain detailed weekly and monthly reports on campaign performance, including spending, installs, conversions, CAC, ROAS, and LTV metrics.
• Resolve attribution discrepancies and data quality issues across multiple platforms and tools.
• Assist in budgeting and reallocation based on channel performance and payback models.
• Develop data-driven creative briefs and manage production coordination with content and design teams.
• Maintain a structured testing calendar for creative assets with clear objectives and learnings.
• Use content performance insights to select effective acquisition hooks from shows and episodes.

Qualifications and Experience

• 4-8 years of practical experience in performance marketing with a minimum of 2 years in mobile-first direct-to-consumer apps or subscription streaming services.
• Preferred experience in micro drama, short-video apps, or OTT platforms.
• Expertise in Meta Ads Manager with strong knowledge of campaign design, creative standards, and audience tactics.
• Proficiency in Google Universal App Campaigns and YouTube ads with a proven record of optimizing CPI and ROAS.
• Experience with mobile measurement partners such as AppsFlyer or Adjust, including configuring postback and cohort reporting.
• Skilled in product analytics software such as Mixpanel for funnel and cohort analysis.
• Familiarity with remarketing channels like Meta retargeting, Google RLSA, and programmatic DSPs.
• Strong analytical ability to build and interpret CAC and LTV models using spreadsheets.
• Knowledgeable in CRM platforms such as CleverTap or MoEngage for audience syncing and lifecycle marketing.
• Understanding of subscription monetization funnels and paywall optimization in app ecosystems.

Preferred Skills

• Experience working in micro drama or subscription video-on-demand markets, including knowledge of content hooks and genre-based creative strategies.
• Familiarity with multi-touch attribution tools like Windsor.ai.
• Handling influencer-amplified paid campaigns on platforms such as Meta and YouTube.
• Understanding App Store Optimization and organic user acquisition methods.
• Exposure to programmatic video buying on connected TV or OTT platforms in the Indian market.

Additional Information

• Collaborate closely with cross-functional teams including Content, Product, Analytics, CRM, Finance, and external agencies to align marketing efforts and optimize outcomes.
• The ideal candidate demonstrates a proactive approach to diagnosing and resolving CAC issues, emphasizes creative innovation as a direct performance lever, and builds strong partnerships within and outside the organization to expedite progress.

Eligibility

Applicants must hold any graduate degree.