Manager - Digital Marketing

Tata Play Ltd; Mumbai; On-site; INR 1,800,000 - 2,600,000; Full time

Job summary

Tata Play Ltd is seeking a Manager/Senior Manager – Digital Marketing to lead the acquisition agenda for the Binge Digital vertical. This role demands an app-first growth marketer who can scale digital products and drive performance across channels.

You will own the end-to-end digital growth strategy and work closely with product, technology and analytics teams to improve the app user journey and retention.

Qualifications

• 4–7 years of experience in digital marketing, growth marketing, performance marketing or digital product growth.
• Experience in app-first businesses such as streaming or consumer internet platforms.
• Proven track record managing the complete digital funnel, including acquisition, activation and retention.
• Hands-on experience with platforms like Google Ads, Meta, YouTube, GA4, Firebase and attribution/measurement tools.
• Experience with ASO, CRM/lifecycle marketing, push notifications and audience segmentation.

Responsibilities

• Own the end-to-end digital growth strategy across the funnel (Awareness to Acquisition).
• Drive app install, activation, and onboarding growth.
• Lead performance marketing across Google, Meta and related platforms with ROI focus.
• Develop CRM and lifecycle strategies to improve retention and LTV.
• Establish growth KPIs, dashboards, and data-driven decision making.
• Collaborate with Product, Tech, Data, Content and Business teams to scale growth.

Skills

Growth marketing

App marketing

Analytics

CRM

GA4/Firebase

Education

PGDBA/MBA

Tools

Google Ads

Meta Ads

YouTube Ads

GA4

Job description

We are looking for a Manager/Senior Manager – Digital Marketing to drive the acquisition agenda for the Binge Digital vertical. This role will be responsible for developing and executing the end-to-end digital strategy, spanning acquisition, activation.

The ideal candidate is an app-first growth marketer who understands how to build and scale digital products and has strong hands‑on experience across performance marketing, lifecycle marketing, analytics, CRM and digital platforms.

This is a high‑ownership role with significant scope to shape the digital growth engine for Binge.

Key Responsibilities

1. End-to-End Digital Growth Strategy

• Own the digital marketing acquisition and growth strategy across the entire funnel of Awareness->Consideration->Acquisition
• Develop growth plans aligned to business, subscriber and revenue objectives.
• Identify growth opportunities across channels, cohorts, customer journeys and product touchpoints.
• Drive a test-and-learn culture through experimentation, optimisation and data‑led decision making.

2. App-First Growth & Marketing

• Own strategies to drive app installs, registrations, activation
• Develop and execute app growth strategies across paid, organic, referral, partnerships and owned channels.
• Work closely with product, technology and analytics teams to improve the app user journey and conversion funnel.
• Build strategies to improve key app metrics including CAC, activation rate

3. Performance & Digital Media

• Lead performance marketing across platforms such as Google, Meta and other relevant digital platforms.
• Own media planning, audience strategy, campaign architecture, optimisation and performance measurement.
• Manage agency and platform relationships while ensuring strong execution and ROI.
• Drive effective allocation of budgets across channels based on incremental growth and business impact.

4. CRM, Lifecycle & Retention

• Build data‑led lifecycle strategies across acquisition & onboarding.
• Develop audience segmentation, propensity‑based targeting and personalised communication journeys.
• Partner with product and data teams to improve retention and customer lifetime value.

5. Analytics, Measurement & Growth Intelligence

• Establish and track digital growth KPIs and dashboards across the funnel.
• Translate data and consumer behaviour into actionable growth opportunities.
• Strong understanding of GA4, Firebase/App Analytics, attribution platforms, marketing dashboards and campaign measurement.
• Conduct cohort, funnel, attribution and customer journey analysis.
• Use experimentation, A/B testing and incrementality principles to improve marketing effectiveness.

6. Cross-Functional Leadership

• Work closely with Product, Technology, Data & Analytics, Content and Business teams to build an integrated growth engine.
• Bring the consumer and digital growth perspective into product and business decisions.
• Lead external agencies and partners while maintaining high standards of execution and accountability.

What We're Looking For

• 4–7 years of experience in digital marketing, growth marketing, performance marketing or digital product growth.
• Strong experience in app-first businesses, preferably OTT, streaming, consumer internet, e‑commerce, fintech, gaming or other high-scale digital products.
• Proven experience managing the complete digital funnel, rather than being limited to media/performance marketing.
• Strong understanding of app acquisition & activation
• Hands‑on experience with platforms such as Google Ads, Meta, YouTube, Google Analytics/GA4, Firebase and relevant attribution/measurement platforms.
• Experience with ASO, CRM/lifecycle marketing, push notifications, deep linking, remarketing and audience segmentation.
• Strong analytical orientation with the ability to connect marketing metrics to business outcomes, CAC, LTV, revenue and growth.
• Experience managing agencies, budgets and multiple stakeholders.
• Strong understanding of digital consumer behaviour and emerging growth trends.

Educational Qualification - Full-time PGDBA/MBA