Associate Director - Digital Marketing, Star Plus

Job Summary:

This is a critical role in the marketing team that will contribute to the overall reach growth of the channel. This role will be responsible for managing social media campaigns for new launches. It will involve overlooking the marketing and overall health of some sustenance shows.

About the team:

This team drives the growth of the Star Plus brand and its content specifically within the OTT & TV ecosystem, with a primary focus on JioStar's streaming platform - JioHotstar. We develop and implement data-driven marketing strategies to maximize subscriber acquisition, engagement, and retention for Star Plus content on JioHotstar, leveraging advanced digital techniques and understanding the unique OTT consumer journey.

Key Responsibilities::
• Define and execute the comprehensive social media marketing strategy for Star Plus content.

• Lead marketing initiatives for new subscriber acquisition and existing subscriber retention for Star Plus content acrossTV & JioHotstar using performance marketing, CRM, and content marketing.

• Analyze OTT consumption data, subscriber metrics, and campaign performance to identify marketing growth opportunities, optimize marketing spend, and provide actionable insights for Star Plus content on JioHotstar.

• Develop and manage the creation of highly effective, native marketing assets and creatives optimized for various OTT platforms, digital channels, and JIOHOTSTAR UI/UX to maximize content discovery and conversion.

• Collaborate with the JioHotstar product and content teams to ensure Star Plus content is optimally positioned and promoted within the platform's marketing channels, aligning with overall JioHotstar growth objectives.

• Proactively identify emerging OTT marketing trends, platform features, and digital marketing innovations to ensure Star Plus maintains a competitive edge in subscriber engagement.

• Collaborate intensely with Internal Digital Growth Teams, JioHotstar Product & Content Marketing Teams, Social Listening, and Analytics teams to ensure seamless execution of marketing campaigns and accurate reporting.

• Manage relationships with digital marketing, performance, and creative agencies, ensuring strategies are aligned with OTT growth and JioHotstar marketing objectives.

Key Collaborations:
• Internal: JioHotstar Product & Content Teams, Digital Growth Team, Social Listening Command Centre, OTT Analytics, Programming, Communication, Consumer Insights, Legal, Sales & Distribution.

• External: Digital & Performance Agencies, Influencer Networks, OTT Platforms, Research Partners, PR.

Skills & Attributes for success::
• Deep, inherent understanding of the OTT landscape, consumer marketing behavior on streaming platforms, and the complete subscriber lifecycle (acquisition, activation, retention, monetization).

• Expert in interpreting OTT marketing metrics (e.g., MAU, DAU, churn rate, LTV, subscriber acquisition cost, content completion rates) to drive strategic marketing decisions.

• Proven track record in managing large-scale performance marketing campaigns (e.g., SEM, Paid Social, Programmatic, App Install) to drive subscriber additions.

• Ability to translate content strategy into engaging marketing narratives and promotional assets optimized for digital and OTT environments.

• Familiarity with major OTT platforms' marketing capabilities; direct experience with JioHotstar or similar large-scale streaming platforms' marketing ecosystems is highly advantageous.

• Ability to present complex marketing data and strategies to leadership, showcasing campaign ROI and impact on JioHotstar growth.

Preferred Education & Experience::
• 7+ years of experience exclusively or predominantly within an OTT platform's marketing team, or a digital agency with a strong focus on subscriber acquisition and growth for streaming services.

• Postgraduate qualification required (MBA in Marketing/Digital Communication preferred).