Designation
Marketing Lead
- Role & Responsibilities
- Required skill & qualification
- Benchmark competitor overall marketing strategy and media mix and identify media platforms to be explored to increase brand reach, awareness and user acquisition
- Audit and evaluate overall user journey/experience from the first brand interaction to deposit and identify improvement areas in Product, Content/Communication and Journey automation
- Identify user drop-offs and reasons for the same and ways to address the same to improve the conversion of traffic to registration, registration to deposit ratio and deposit to redeposit ratio
- Analyze monthly and quarterly data sets, trends to understand which media, which campaigns and what communication strategy is giving the best ROI and continuously improve the same
- Analyze monthly and quarterly data sets, trends to understand which media, which campaigns and what communication strategy is not giving the desired results, identify improvement areas and plan changes in the Acquisition plan
- Build a communication strategy and onboarding experience that is personalized to engage various user segments that are newly acquired
- Continuously monitor and track which user segments, geography or channels are providing the best quality acquisition and plan to successfully amplify it
- Identify geographies and newer avenues for customer acquisition on an ongoing basis
- Partner with Performance Marketing and Creative agency to drive overall partnership objective by defining and monitoring Key Performance parameters for Performance Marketing and Creative agency
- Co-ordinate with agencies to finalize monthly Media, Campaign and Brand Strategy to be achieved along with drilldown of the Media strategy channel/media wise with targets to be achieved from each media and a minimum and maximum expected return
- Define and monitor Key Performance parameters for Performance Marketing and Creative agency
- Include fall back or contingency plan for media/channels that do not provide minimum expected returns
- Continuously explore new or unexplored/unused media avenues and stay updated with media and marketing opportunities to leverage the first to market advantage
- Identify media and channel partners and discuss collaboration and finalize the way forward along with performance parameters for the media/partner
- Evaluate and shortlist media/channel partners used by competitors successfully and partner with them for future acquisitions
- Monitor conversion rate of Traffic to Registration, Registration to FTD, FTD to STD on a weekly basis and evaluate communication and engagement strategy
- Masters or equivalent degree in Mass Media or Communications
- Minimum 6-8 years’ experience in Marketing and Media Planning. Online Gaming company background would be preferred
- Has managed high budgets and high customer acquisition volumes across Digital Media
- Has hands on experience in campaign execution and tracking for Facebook, Google, YouTube, Affiliates and understands media relevance basis the target audience
- Has managed agencies successfully in driving objectives
