About the Role

We are looking for a Manager/Senior Manager – Digital Marketing to drive the acquisition agenda for the Binge Digital vertical. This role will be responsible for developing and executing the end-to-end digital strategy, spanning acquisition, activation.

The ideal candidate is an app-first growth marketer who understands how to build and scale digital products and has strong hands-on experience across performance marketing, lifecycle marketing, analytics, CRM and digital platforms.

This is a high-ownership role with significant scope to shape the digital growth engine for Binge.

Key Responsibilities

1. End-to-End Digital Growth Strategy

- Own the digital marketing acquisition and growth strategy across the entire funnel of Awareness->Consideration->Acquisition
- Develop growth plans aligned to business, subscriber and revenue objectives.
- Identify growth opportunities across channels, cohorts, customer journeys and product touchpoints.
- Drive a test-and-learn culture through experimentation, optimisation and data-led decision making.

2. App-First Growth & Marketing

- Own strategies to drive app installs, registrations, activation
- Develop and execute app growth strategies across paid, organic, referral, partnerships and owned channels.
- Work closely with product, technology and analytics teams to improve the app user journey and conversion funnel.
- Build strategies to improve key app metrics including CAC, activation rate

3. Performance & Digital Media

- Lead performance marketing across platforms such as Google, Meta and other relevant digital platforms.
- Own media planning, audience strategy, campaign architecture, optimisation and performance measurement.
- Manage agency and platform relationships while ensuring strong execution and ROI.
- Drive effective allocation of budgets across channels based on incremental growth and business impact.

4. CRM, Lifecycle & Retention

- Build data-led lifecycle strategies across acquisition & onboarding.
- Develop audience segmentation,



propensity-based targeting and personalised communication journeys.
- Partner with product and data teams to improve retention and customer lifetime value.

5. Analytics, Measurement & Growth Intelligence

- Establish and track digital growth KPIs and dashboards across the funnel.
- Translate data and consumer behaviour into actionable growth opportunities.
- Strong understanding of GA4, Firebase/App Analytics, attribution platforms, marketing dashboards and campaign measurement.
- Conduct cohort, funnel, attribution and customer journey analysis.
- Use experimentation, A/B testing and incrementality principles to improve marketing effectiveness.

6. Cross-Functional Leadership

- Work closely with Product, Technology, Data & Analytics, Content and Business teams to build an integrated growth engine.
- Bring the consumer and digital growth perspective into product and business decisions.
- Lead external agencies and partners while maintaining high standards of execution and accountability.

What We're Looking For

- 4–7 years of experience in digital marketing, growth marketing, performance marketing or digital product growth.
- Solid experience in app-first businesses, preferably OTT, streaming, consumer internet, e-commerce, fintech, gaming or other high-scale digital products.
- Proven experience managing the complete digital funnel, rather than being limited to media/performance marketing.
- Strong understanding of app acquisition & activation
- Hands-on experience with platforms such as Google Ads, Meta, YouTube, Google Analytics/GA4, Firebase and relevant attribution/measurement platforms.
- Experience with ASO, CRM/lifecycle marketing, push notifications, deep linking, remarketing and audience segmentation.
- Strong analytical orientation with the ability to connect marketing metrics to business outcomes, CAC, LTV, revenue and growth.
- Experience managing agencies, budgets and multiple stakeholders.
- Strong understanding of digital consumer behaviour and emerging growth trends.

Educational Qualification - Full time PGDBA/MBA

📌 Manager - Digital Marketing (Mumbai)
🏢 Tata Play
📍 Mumbai