Benchmark competitor overall marketing strategy and media mix and identify media platforms to be explored to increase brand reach and user acquisition
Analyze monthly and quarterly data sets, trends to understand which media and user segmentation is giving the best returns and identify medias and user segments where the conversion rate is less than average and drilldown to evaluate the reasons
Identify geographies and newer avenues for customer acquisition on an ongoing basis
Create a quarterly Media Strategy to be followed, drilldown the Media strategy channel/media wise with targets to be achieved from each media and a minimum and maximum expected return
Include fall back or contingency plan for media/channels that do not provide minimum expected returns
Finalize monthly Acquisition Campaigns (on-going and new) basis the targets to be achieved quarterly and business seasonality
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
Track and monitor reach, impressions, traffic, registration and deposits (value, frequency) and ARPU channel/media wise for timely course correction
Monitor conversion rate of Traffic to Registration, Registration to FTD on a weekly basis and evaluate communication and engagement strategy of Retention team
Monitor communication strategy deployment and monthly targets to plan necessary course correction wherever required
Minimum 4-6 years’ experience in Performance Marketing with an Online Gaming or B2C Consumer Tech company
Has managed high budgets (more than 1 crore/per month) and high customer acquisition volumes
Has solid understanding of Ad Setting, Monitoring and Optimization for Facebook and Google Ads
Has worked across various medias and channels and has an understanding of media relevance basis target audience
Has managed vendors successfully in driving business objectives
Has masters or equivalent degree in Mass Media or Communications
