Dish TV

Job Description

• OTT

Performance Strategy:

Develop, execute, and refine performance marketing strategies specifically designed to scale up our OTT business, ensuring measurable and impactful results.

• User Acquisition: Employ advanced performance marketing techniques to drive efficient user acquisition through channels such as paid social media advertising, search engine marketing (SEM), programmatic advertising, and other digital platforms.
• Data-

Driven Optimization:
Utilize analytics and attribution tools to analyze performance metrics, optimize campaigns in real-time, and identify opportunities for improvement.

• Retention Optimization: Implement strategies to optimize user retention, including targeted reengagement campaigns and personalized communication based on user behavior.
• Conversion Rate Optimization (CRO): Collaborate with UX/UI teams to enhance landing pages, app interfaces, and user flows to maximize conversion rates.
• A/B Testing: Design and execute A/B tests on ad creatives, landing pages, and various campaign elements to identify highperforming strategies.
• Budget Management: Manage advertising budgets effectively, ensuring optimal allocation across channels and campaigns to achieve the desired return on investment (ROI).
• Leverage Ad Tech Solutions: Stay updated on the latest ad tech solutions, tools, and platforms to enhance campaign performance and efficiency.
• Ad Creative Development: Work closely with creative teams to develop compelling ad creatives that align with performance goals and resonate with the target audience.
• SEM

Strategy Development:

Develop and execute strategic SEM campaigns to enhance our OTT platform's visibility on search engines, optimizing for user acquisition and engagement.

• Facebook Audience Targeting: Utilize advanced audience targeting techniques on Facebook, leveraging demographic, behavioral, and interestbased parameters to reach and engage the right audience segments.
• Universal App Campaigns (UAC): Design and optimize UAC campaigns to drive app installations, ensuring efficient budget allocation and maximizing the acquisition of highquality users.
• Keyword Research and Optimization: Conduct indepth keyword research, monitoring trends and competition, and continually optimize keywords for improved SEM performance.
• Ad Copy Creation: Collaborate with creative teams to develop compelling ad copy that aligns with campaign goals and resonates with the target audience.
• Bid Management: Implement effective bidding strategies to achieve campaign objectives, balancing cost per acquisition (CPA) and return on ad spend (ROAS) targets.
• Performance Analysis: Utilize analytics tools to analyze SEM and UAC campaign performance, providing actionable insights and recommendations for continuous improvement.
• Conversion Tracking: Set up and manage conversion tracking to measure and optimize the impact of SEM and UAC campaigns on user acquisition and overall business goals.
• Programmatic Strategy: Develop and execute programmatic advertising strategies specifically geared towards acquiring new OTT subscribers and retaining existing ones.
• Audience Segmentation: Utilize advanced audience segmentation techniques to target specific user segments, ensuring relevant and personalized programmatic campaigns.
• DSP Management: Oversee and manage demandside platforms (DSPs) effectively, optimizing bids, budget allocations, and targeting parameters for programmatic campaigns.
• OTT

Subscription Funnel Optimization:
Design programmatic campaigns that align with the OTT subscription funnel, from awareness and consideration to conversion and retention.

• Dynamic Creative Optimization (DCO): Implement DCO strategies to personalize ad creatives based on user behaviour, preferences, and subscription status.
• Leverage First-

Party Data:
Harness first-party data effectively for targeting and personalization, ensuring that programmatic campaigns align with user profiles and preferences.

• Cross-

Channel Integration:
Collaborate with other marketing channels to ensure seamless integration and consistent messaging across programmatic campaigns and other touchpoints.

• Performance Analytics: Utilize analytics tools to measure the effectiveness of programmatic campaigns, analysing key performance indicators (KPIs) and providing insights for optimization.
• Brand Awareness Strategy: Develop and execute comprehensive brand awareness strategies, leveraging digital channels to enhance brand visibility and recognition.
• Digital Media Buying: Oversee digital media buying efforts, including negotiating and purchasing advertising space, optimizing budgets, and selecting appropriate media channels to reach the target audience.
• Creative Collaboration: Work closely with creative teams to develop compelling ad creatives and messaging that resonate with the target audience and align with brand positioning.
• Emerging Trends: Stay updated on emerging trends in digital marketing and media buying, incorporating innovative strategies to enhance brand awareness.
• App Install Strategy: Develop and implement comprehensive strategies for app install campaigns, optimizing for maximum downloads and user acquisitions.
• Channel Selection: Identify and select appropriate channels for app install campaigns, including but not limited to social media, mobile advertising networks, and partnerships.
• Leverage Influencer Partnerships: Explore and leverage influencer partnerships to promote app installations and increase visibility among target audiences.
• Fraud detection & Tracking: Ensure quality of App downloads. Should be familiar to attribution tools like Appsflyer.

Requirements:

• Proven experience in digital marketing, specifically within the OTT or streaming industry.
• Experience in managing Agency (preferably Digital Marketing Agency)
• In-depth understanding of user acquisition and retention strategies in the digital entertainment space.
• Proficient in utilizing analytics tools to derive actionable insights.
• Hands-on experience with SEM, paid media campaigns, and social media management.
• Creative mindset with the ability to develop and execute innovative marketing campaigns.
• Strong project management skills, with the ability to prioritize and meet deadlines.
• Excellent communication and interpersonal skills.
• Up-to-date with industry trends and emerging digital marketing technologies.

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