Marketing Manager – OTT & Digital Media

Hiring for Dangal Play (https://www.dangalplay.com/)

Job Description

Marketing Manager – OTT & Digital Media

Experience: 3–7 Years
Industry: OTT / Entertainment / Digital Media
Employment Type: Full-time
Department: Marketing
Location: Mumbai / India

Reporting To: Growth Biz Lead

About the Role

We are looking for a Marketing Manager to drive brand growth, content marketing, audience acquisition and subscriber growth for our OTT platform.

The role will be responsible for developing and executing 360° marketing campaigns across digital, social, content, media, partnerships and on-ground channels.

The ideal candidate should have a strong understanding of the Indian OTT and entertainment ecosystem , consumer behaviour, content marketing and subscription-led businesses.

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Key Responsibilities

1. Marketing Strategy

●        Develop and execute the overall marketing strategy for the OTT platform.

●        Build monthly, quarterly and annual marketing plans aligned with business objectives.

●        Define marketing priorities across acquisition, engagement, brand building and retention .

●        Identify target audiences and develop strategies for different customer segments.

●        Drive subscriber growth while strengthening brand awareness and consideration.

2. Content & OTT Marketing

●        Develop marketing strategies for movies, web series,Microdramas, shows and original content .

●        Create launch plans for new content releases.

●        Build campaigns around:

○        New releases

○        Movies

○        Web series

○        Originals

○        Regional content

○        Festivals

○        Special events

○        Celebrity / artist-led content

●        Identify the strongest content hooks and consumer propositions.

●        Develop communication strategies around actors, characters, storylines, genres and exclusivity .

●        Work closely with the Content and Creative teams to create compelling campaigns.

3. 360° Campaign Management

Plan and execute integrated campaigns across:

●        Digital advertising

●        Social media

●        Influencer marketing

●        YouTube

●        OTT / CTVPR

●        Partnerships

●        Content marketing

●        Affiliate / referral

●        Outdoor / OOH

●        Radio

●        Events and activations

Ensure consistent messaging and brand communication across all touchpoints.

4. Brand Marketing

●        Build and strengthen the OTT brand proposition and positioning.

●        Develop brand campaigns that improve awareness, consideration and preference.

●        Work on brand messaging, communication territories and campaign concepts.

●        Track brand health and consumer perception.

●        Identify opportunities to differentiate the platform from competing OTT services.

●        Ensure consistency of brand identity across all consumer touchpoints.

5. Digital & Social Media

●        Develop social media strategy across Instagram, Facebook, YouTube, X and other relevant platforms.

●        Build content calendars around upcoming movies and shows.

●        Work with creative teams to develop:

○        Reels

○        Shorts

○        Memes

○        Posters

○        Trailers

○        Teasers

○        Character-led content

○        Interactive content

●        Monitor social trends and identify opportunities for real-time marketing.

●        Track engagement, reach, views and content performance.

6. Performance Marketing Collaboration

●        Work closely with the Performance Marketing team to drive subscriber acquisition.

●        Develop marketing propositions, offers and campaign messaging.

●        Provide content and audience insights for paid campaigns.

●        Analyse campaign performance and identify opportunities for growth.

●        Align brand and performance marketing strategies.

●        Support initiatives to improve CAC/CPS, conversion, ROAS and subscriber growth .

7. Consumer & Market Insights

●        Understand Indian OTT consumer behaviour and evolving viewing habits.

●        Track competitor platforms, campaigns, pricing, content and promotions.

●        Conduct market and competitor analysis.

●        Identify consumer trends across:

○        Languages

○        Age groups

○        Geographies

○        Genres

○        Content preferences

○        Subscription behaviour

●        Convert consumer insights into actionable marketing strategies.

8. Regional Marketing

●        Develop marketing strategies for Hindi and regional audiences .

●        Build campaigns tailored to regional markets and cultural moments.

●        Understand regional content consumption patterns.

●        Develop localized communication and creative strategies.

●        Identify opportunities to increase penetration in Tier 2 and Tier 3 cities .

9. Partnerships & Collaborations

●        Identify strategic partnerships that can drive awareness, acquisition and engagement.

●        Explore partnerships with:

○        Brands

○        Telecom companies

○        Banks

○        Payment platforms

○        E-commerce platforms

○        Content partners

○        Influencers

○        Celebrities

●        Manage campaign execution and performance with partners.

10. CRM & Customer Engagement

●        Work with the CRM/CLM team to improve customer engagement and retention.

●        Develop communication strategies for:

○        New users

○        Active subscribers

○        Expiring subscribers

○        Lapsed users

○        Churned users

●        Support retention, renewal and win-back campaigns.

●        Use customer insights to improve lifecycle communication.

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Key Tools & Platforms

Digital & Media

●        Meta

●        Google

●        YouTube

●        Google Analytics / GA4

●        Google Trends

CRM & Analytics

●        CleverTap

●        MoEngage

●        WebEngage

●        AppsFlyer

●        Mixpanel

●        Firebase

●        Looker Studio / Power BI

Social Media

●        Meta Business Suite

●        YouTube Studio

●        Instagram Insights

●        Social listening tools – preferred

Productivity

●        Microsoft Excel

●        Google Sheets

●        PowerPoint

●        Canva

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Required Skills

●        Strong understanding of marketing fundamentals

●        Brand and digital marketing

●        Content marketing

●        OTT / entertainment marketing

●        Consumer research and insights

●        Campaign planning and execution

●        Social media marketing

●        Media planning

●        Influencer marketing

●        Performance marketing understanding

●        CRM / lifecycle marketing understanding

●        Strong analytical and presentation skills

●        Budget management

●        Project management

●        Agency management

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OTT / Entertainment Experience – Preferred

Candidates with experience in OTT platforms, TV networks, film studios, production houses, media companies, digital entertainment, music labels or D2C businesses will be preferred.

Experience in launching and marketing movies, web series, originals, TV shows or regional content will be a strong advantage.

Candidates should have a good understanding of the Indian entertainment landscape and competitive platforms such as JioHotstar, Netflix, Prime Video, SonyLIV, ZEE5, Sun NXT and other regional OTT platforms .

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Key KPIs

The role will be measured on:

●        Subscriber growth

●        Brand awareness

●        Campaign reach and engagement

●        Content views and discovery

●        New user acquisition

●        Marketing ROI

●        Campaign performance

●        Customer engagement

●        Retention and renewal contribution

●        Partnership contribution

●        Overall marketing efficiency

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Education

Bachelor's degree in Marketing, Business Administration, Mass Communication, Media, Advertising or a related field.

MBA / PGDM in Marketing will be an advantage.

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Ideal Candidate

We are looking for a consumer-first marketer who understands both entertainment and business .

The ideal candidate should be able to take a movie, show, celebrity or content property and turn it into a strong marketing proposition and 360° campaign .

They should be equally comfortable discussing brand positioning, social media, content launches, media plans, consumer insights, partnerships and subscriber growth .

The ideal mindset is:

“Create the right buzz, reach the right audience, make the content discoverable and ultimately convert that interest into subscribers.”