Manager - Digital Marketing

Key Responsibilities

1. Own the digital performance marketing strategy for Tata Play's DTH business across Web and Mobile App, with primary responsibility for driving app installs, box sales, user activation, recharge transactions, and customer retention.
2. Plan, execute, and optimize performance campaigns across Google Ads (Search, Performance Max, Display, YouTube), Meta, and affiliate networks to achieve acquisition and revenue targets.
3. Lead app-focused growth initiatives including App Campaigns (UAC), deep-linking journeys, remarketing, CRM integrations, and conversion optimization to improve install-to-recharge and repeat recharge rates.
4. Develop full-funnel marketing strategies for new customer acquisition as well as existing subscriber engagement across digital touchpoints.
5. Drive web performance through landing page optimization, SEO collaboration, analytics, and conversion rate optimization (CRO) initiatives. GEO experience is good to have
6. Collaborate with Product, Technology, Analytics, CRM, and Creative teams to improve app user journeys, reduce drop-offs, and enhance customer experience.
7. Monitor campaign performance using GA4, Firebase, AppsFlyer/attribution platforms, and internal dashboards to generate actionable insights and improve marketing efficiency.
8. Manage annual digital marketing budgets, optimize media allocation, and continuously improve ROAS, CAC, and customer lifetime value.
9. Execute A/B testing across creatives, audience segments, bidding strategies, landing pages, and app flows to drive incremental business impact.
10. Present performance insights and strategic recommendations to senior leadership, supporting business planning through data-backed decision making.

Preferred Skills

1. Performance Marketing
2. Mobile App Marketing
3. Google Ads
4. Meta Ads
5. Google Analytics 4 (GA4)
6. Firebase Analytics
7. App Attribution Platforms (AppsFlyer/Adjust)
8. Conversion Rate Optimization (CRO)
9. SEO & Web Analytics
10. Marketing Analytics & Dashboarding
11. Budget & P&L Management
12. Cross-functional Stakeholder Management

Qualification - full-time MBA