Senior Director - Content Marketing, Star Plus
Job Summary:
This is a strategic role within the marketing team of Star Plus, pivotal in pivoting the brand's growth engine towards the TV & OTT ecosystem. This incumbment will be responsible for defining the overarching marketing strategy to drive subscriber acquisition, engagement, and retention for Star Plus content on JioStar's streaming platform (JioHotstar). It involves steering the marketing mandate away from traditional linear metrics towards a digital-first performance model, overseeing the health of the content slate on JioHotstar, and driving the digital P&L for the channel's content.
About the team:
This team drives the growth of the Star Plus brand and its content specifically within the TV & OTT 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.
About Us:
Perched firmly at the nucleus of spellbinding content and innovative technology, JioStar is a leading global media & entertainment company that is reimagining the way audiences consume entertainment and sports. Its television network and streaming service together reach more than 750 million viewers every week, igniting the dreams and aspirations of hundreds of millions of people across geographies.
JioStar is an equal opportunity employer. The company values diversity and its mission is to create a workplace where everyone can bring their authentic selves to work. The company ensures that the work environment is free from any discrimination against persons with disabilities, gender, gender identity and any other characteristics or status that is legally protected.
Key Responsibilities:
Design and steer the comprehensive TV & OTT marketing and communication strategy for Star Plus content, ensuring alignment with JioHotstar platform goals.
Serve as the primary custodian for driving subscriber growth and viewership on JioHotstar, leading high-impact digital launch campaigns and sustenance initiatives that convert casual viewers into loyal subscribers.
Map and decipher complex TV & OTT consumer behavior through deep collaboration with the Data Science and Insights teams to identify high-leverage communication triggers based on real-time user feedback and consumption patterns.
Maintain a keen eye on the overall digital business health, proactively identifying opportunities to step up and drive incremental revenue and subscriber additions through innovative marketing interventions.
Collaborate at a strategic level with JioHotstar Product, Tech, and Content leadership to ensure Star Plus content receives optimal visibility, UI/UX placement, and algorithmic support.
Lead and mentor a team of marketers to adopt an "OTT-first" mindset, fostering a culture of experimentation, data reliance, and agility.
Skills & Attributes for success:
Proven ability to meet and exceed aggressive subscriber acquisition and retention targets set by the digital business leadership.
Expected to conceptualize and drive industry-leading, breakthrough digital marketing innovations that set new benchmarks for OTT content promotion.
Deep expertise in analyzing OTT and digital metrics (CAC, LTV, Churn, Engagement Rate, Watch Time) to derive actionable insights, moving beyond traditional TV data (like BARC) to drive decision-making.
Exceptional ability to collaborate with and influence diverse stakeholders across Product, Engineering, Data Science, and Content to drive the marketing agenda.
Strong understanding of the martech stack and digital attribution models to ensure efficient deployment of marketing budgets.
Preferred Education & Experience
Over 15-18 years of experience in the OTT, and Advertising Agencies
Postgraduate qualification required