Performance Marketing

Performance Marketing Executive – OTT & Digital Media

About the Role

We are looking for a Performance Marketing candidate to drive subscriber acquisition, revenue growth and marketing efficiency for our OTT platform.

The role will be responsible for planning, executing and optimizing performance campaigns across Meta, Google, YouTube and other digital platforms, with a strong focus on subscriptions, CAC/CPS, ROAS, LTV and scale.

The ideal candidate should have hands-on experience managing significant digital media budgets and should understand the OTT subscription funnel from acquisition to activation, retention and renewal.

Key Responsibilities

1. Performance Marketing Strategy

• Develop and execute performance marketing strategies to drive OTT subscriptions and revenue.
• Plan monthly media budgets, channel mix and campaign objectives.
• Define acquisition targets, CPS/CAC, ROAS and revenue goals.
• Identify opportunities to scale campaigns while maintaining profitability.
• Develop strategies across the complete funnel — Awareness → Acquisition → Subscription → Retention → Renewal.

2. Campaign Management

• Manage and optimize campaigns across:
  • Meta Ads – Facebook & Instagram
  • Google Ads
  • Search
  • Performance Max
  • App Campaigns / UAC
  • Display
  • Demand Gen
  • YouTube
  • Apple Search Ads
  • Affiliate / partner networks
  • Programmatic / DV360 – preferred
  • Other emerging digital acquisition platforms
• Responsible for campaign setup, targeting, bidding, budgets, optimization and performance analysis.

3. OTT Subscription Acquisition

• Drive paid subscriptions across Web, Android, iOS and OTT app platforms.
• Optimize campaigns for:
  • Installs
  • Registrations
  • Trials
  • Paid subscriptions
  • Renewals
  • Revenue
• Analyse the complete conversion funnel and identify drop-offs.
• Improve CPS/CAC, conversion rate and ROAS.
• Identify high-performing audiences, geographies, languages, plans and content categories.

4. Creative & Content Strategy

• Work closely with the Creative team to develop high-performing video, static and motion creatives.
• Identify creative hooks, formats and messaging that drive subscriptions.
• Develop creative testing frameworks across:
  • Hooks
  • Content
  • Actors
  • Movies/shows
  • Offers
  • Pricing
  • CTAs
  • Formats
• Analyse creative-level performance and provide clear recommendations.
• Stay updated with OTT, entertainment and digital advertising trends.

5. Audience & Targeting

• Develop audience strategies for acquisition, remarketing and retention.
• Work with first-party data and customer segments.
• Build and analyse:
  • Lookalike audiences
  • Remarketing audiences
  • High-value subscriber audiences
  • Churn / lapsed user audiences
  • Content-interest audiences
• Identify new audience cohorts for scale.

6. Landing Page & Conversion Optimization

• Work with Product, UX and Creative teams to improve landing pages and subscription journeys.
• Analyse:
  • CTR
  • Landing page conversion
  • Checkout conversion
  • Payment success
  • Subscription conversion
• Conduct A/B testing of pricing, messaging, creatives, offers and landing pages.
• Identify and resolve funnel leakage.

7. Measurement & Analytics

• Monitor daily, weekly and monthly performance.
• Analyse:
  • Spend
  • Impressions
  • Reach
  • CTR
  • CPC
  • CPI
  • Conversion Rate
  • CPS/CAC
  • Revenue
  • ROAS
  • LTV
  • Retention
  • Churn
• Build performance dashboards and management reports.
• Identify key trends and provide actionable recommendations.

8. Attribution & Tracking

• Ensure accurate campaign tracking and attribution across Web and App.
• Work with analytics and technology teams to maintain tracking infrastructure.
• Experience with AppsFlyer, GA4, Firebase, Mixpanel and similar analytics/attribution platforms.
• Understand attribution models and campaign-level tracking.
• Troubleshoot discrepancies between ad platforms, analytics and internal business data.

9. Budget & Performance Management

• Manage monthly media budgets and ensure efficient allocation across channels.
• Monitor pacing against monthly targets.
• Reallocate budgets towards high-performing campaigns, audiences and creatives.
• Prepare forecasts for spend, subscriptions and revenue.
• Identify opportunities for incremental scale.

Tools & Platforms

Must Have

• Meta Ads Manager
• Google Ads
• Analytics & Attribution
  • AppsFlyer
  • GA4
  • Firebase
  • Mixpanel – preferred
  • CleverTap / MoEngage – preferred

Other Tools

• Looker Studio
• Google Sheets / Excel
• Power BI – preferred
• DV360 – preferred
• Apple Search Ads – preferred

Required Skills

• Strong hands-on knowledge of Meta and Google Ads
• Performance marketing strategy
• App and Web acquisition
• OTT / subscription marketing
• Media planning and budgeting
• Audience targeting
• Creative performance analysis
• Conversion rate optimization
• Funnel analysis
• Attribution and analytics
• A/B testing
• Data-driven decision making
• Strong Excel / Google Sheets skills
• Excellent communication and presentation skills

OTT / Entertainment Experience – Preferred

• Candidates with experience in OTT, media, entertainment, D2C subscription, gaming, e-commerce or other high-volume consumer digital businesses will be preferred.
• Experience marketing movies, web series, TV content, regional content or subscription products will be an added advantage.
• Knowledge of Hindi and regional Indian audiences and experience targeting Tier 1, Tier 2 and Tier 3 cities will be highly valuable.

Key KPIs

• The role will be measured on:
  • New paid subscribers
  • CPS / CAC
  • Revenue
  • ROAS
  • LTV/CAC
  • Subscription conversion rate
  • App/Web conversion rate
  • Media scale
  • Retention and renewal contribution
  • Creative efficiency
  • Channel-level profitability

Education

• Bachelor's degree in Marketing, Business, Management, Engineering, Economics or a related field.
• MBA / PGDM in Marketing, Digital Marketing or Business Analytics will be an advantage.

Ideal Candidate

We are looking for a data-driven growth marketer who understands both numbers and consumer behaviour.

The ideal candidate should be comfortable managing campaigns end-to-end — from media planning and campaign execution to creative testing, funnel optimization, attribution and business reporting.

Most importantly, the candidate should think beyond clicks and installs and focus on the ultimate business outcome:

“How do we acquire more subscribers, at the right CPS, and build a profitable and scalable OTT growth engine?” 

Confidential - For internal use only