Head - Marketing - Media & Entertainment

Mobile video entertainment client

Main duties and responsibilities

1. Responsible for:

a. Customer Acquisition for the freemium OTT platform. This will majorly involve acquiring customers and running engagement programs to achieve subscription and audience metrics for the media business to monetize.

b. Delivery of the Subscription revenue Target for the platform via upsell and direct paying subscriber programs.

c. Ensure a high rate of renewal and maintenance of the Subscriber Billing Months objectives to ensure that the subscription targets are met at the desired arpu.

d. Recommend and implement required changes in the pricing mix to ensure that the abandonment rate is minimized, so that every subscription opportunity is maximized.

e. Introduction of payment mechanisms to ensure that all payment modes are accommodated

f. Promotions with payment partners to drive both acquisition and subscriptions

g. Develop and implement Affiliate programs @ one per quarter to maximize acquisition and subscription impact. h. Delivery of the audience and resultant VV metrics on the nonpaying base to enable the media sales team to maximize monetization objectives.

i. Positioning the company as a media company with consumers and partners alike in the market

j. Defining the Go To Market Strategy for the OTT service to be launched in the market

k. Owning the execution plan across all consumer touch points on all mediums that are relevant

l. Owning the budget that has been allocated and ensuring that the all spends are within the approved budget

m. Defining the scope of work for the agency and working with them to achieve the same in the timelines that have been discussed

n. Gathering market intelligence of the stakeholders and competitors alike on a weekly basis

2. Think outside the box in a challenging, growing and sometimes ambiguous digital environment; being resourceful and creating constructive and innovative solutions along with supporting business cases

3. Defining the scope of work and managing, team members who would be reporting into this position for the acquisition and engagement programs.

4. Manage stakeholders (internal and external) and co-ordinate proper channels of communications to ensure project timeline adherence with various teams within the organization that includes business development, insights, technical, content, brand sales and corporate

5. Monitor performance of new initiatives, existing business ventures with enabling partners/vendors

6. Where applicable, participate at industry events and tradeshows.

Functional Competencies:

1. 15 + years of Experience in direct digital marketing and digital branding in the country

2. Contacts within the key publisher ecosystems that include FB, Google, Yahoo to be able to get the required access in these systems to create high value partnerships based on access to insights and tools as compared to a transactional only relationship.

3. Ability to deal with partnes at a senior level

4. Experience in managing media plans and launches with clear deliverables on reach and impact

5. Keep track of developments in the digital space and how the customer is interacting in this space and hence map behavior

Hard skills:

1. Strong consumer marketing background and analytical bent of mind

2. Data interpretation: Understanding of the qualitative issues behind the numbers

3. Good project management skills

Behaviors:

1. Willingness to get the job done

2. Results-focused rather than effort-focused

3. Possess drive, motivation and acute attention to detail in ensuring opportunities are captured and explored

4. Enthusiastic

5. Experience in customer retention management is compulsory

Key Result Area 2016:

1. Marketing of Client's OTT - Our first direct to consumer product - Designing to execution from go to market and sustenance.

2. Achievement of the Subscriptions Revenue plan and the Audience and Engagement targets, so that the resultant downstream media targets can be met by the sales teams.

3. Social Media - Managing all social platforms for the company and making us relevant on each platform matching to what is commonly agreed upon as a goal for 2015

4. PR - Managing all PR related activities for the company globally and working very closely with the head of PR to ensure the goals of the company are met

5. Trade Events - Create the pipeline for trade events for the company to participate in to enhance the positioning of the company in the markets we are present

6. Consumer Events - Identify the consumer events that we should be a part of and therefore create a direct impact in adoption of our product in the

Qualification:

1. MBA in Marketing preferred with deep analytical abilities on identifying and managing customers by segments.

2. Deep Experience in a Digital work environment will be an added advantage

3. A combination of Revenue and Audience creation and management expertise in a b2c environment