Digital Marketing Manager – Performance & App Growth

About the role

We are looking for a Digital Marketing Manager to lead the performance marketing strategy for Tata Play’s DTH business across web and mobile app. The role focuses on driving app installs, box sales, user activation, recharge transactions and customer retention through data‑driven campaigns.

Key responsibilities

• Own the digital performance marketing strategy for the DTH business, targeting app installs, box sales, activation, recharge and retention.
• Plan, execute and optimise campaigns on Google Ads (Search, Performance Max, Display, YouTube), Meta and affiliate networks to meet acquisition and revenue targets.
• Lead app‑focused growth initiatives such as UAC, deep‑linking, remarketing, CRM integrations and conversion optimisation to improve install‑to‑recharge and repeat recharge rates.
• Develop full‑funnel strategies for new customer acquisition and existing subscriber engagement across digital touchpoints.
• Improve web performance through landing‑page optimisation, SEO collaboration, analytics and CRO initiatives.
• Collaborate with Product, Technology, Analytics, CRM and Creative teams to enhance app user journeys and reduce drop‑offs.
• Monitor performance using GA4, Firebase, AppsFlyer/Adjust and internal dashboards to generate actionable insights.
• Manage annual digital marketing budgets, optimise media allocation and continuously improve ROAS, CAC and LTV.
• Execute A/B testing on creatives, audiences, bidding, landing pages and app flows.
• Present performance insights and strategic recommendations to senior leadership.

Required profile

• Full‑time MBA or equivalent qualification.
• Proven experience in performance and mobile app marketing.
• Geographical experience (GEO) is a plus.
• Strong cross‑functional stakeholder management skills.

Required skills

• Performance Marketing
• Mobile App Marketing
• Google Ads (Search, Performance Max, Display, YouTube)
• Meta Ads
• Google Analytics 4 (GA4)
• Firebase Analytics
• AppsFlyer / Adjust
• Conversion Rate Optimisation (CRO)
• SEO & Web Analytics
• Marketing Analytics & Dashboarding
• Budget & P&L Management
• Cross‑functional Stakeholder Management