Assistant Manager Marketing - JioHotstar, Malayalam

📋 Description

• • Own end-to-end marketing campaigns for JioHotstar’s Malayalam OTT portfolio, translating data-driven insights into high-impact 360-degree initiatives that grow viewership, subscription revenue and brand love across Kerala and the global Malayalam diaspora.
• • Architect and manage the entire campaign lifecycle—from brief and budget to creative development, media planning (ATL), on-ground activations (BTL), digital amplification, influencer seeding and post-campaign analytics—ensuring every rupee spent is accountable and ROI-positive.
• • Design immersive BTL experiences that bring our stories to life: pop-up fan zones in malls, college festivals, metro stations and local markets; celebrity meet-and-greets; interactive installations; and micro-events in Tier-2/3 towns that create buzz and user-generated content.
• • Execute hyperlocal marketing by identifying and onboarding regional vendors, local artists, Keralite influencers and community partners; negotiate contracts, manage timelines and maintain brand consistency across dialects, festivals and cultural nuances.
• • Plan and flawlessly deliver high-profile OTT events—press launches, red-carpet premieres, exclusive screenings, creator roundtables—coordinating talent management, production crews, security, PR and live-streaming teams to guarantee seamless execution and maximum earned media.
• • Collaborate daily with programming, content, social media, performance marketing and product teams to align messaging calendars, creative assets and audience targeting, ensuring every trailer drop, poster reveal or meme is part of a cohesive narrative.
• • Build and nurture a robust network of media houses, journalists, critics, radio jockeys, YouTube reviewers, TikTok/Instagram creators and trade partners, turning them into brand evangelists who amplify our slate of originals, movies and live sports.
• • Integrate offline buzz with digital funnels—track QR scans from on-ground collaterals, retarget mall visitors with personalized push notifications, convert event footfall into first-time subscribers—closing the loop between physical engagement and platform growth.
• • Contribute directly to revenue goals by crafting content-led marketing partnerships: co-branded campaigns with FMCG, telecom, fintech and lifestyle brands; limited-edition merchandise; in-app gamification; and subscription bundles that unlock new income streams.
• • Champion rigorous measurement—set KPIs (reach, engagement, conversion, cost per install, lifetime value), build dashboards, run A/B tests, share fortnightly learnings and iterate quickly in a fast-moving, competitive OTT landscape.
• • Act as the cultural custodian of Malayalam storytelling, ensuring every communication—whether a bus shelter hoarding in Thrissur or a Reel on Onam—celebrates local pride and resonates emotionally with diverse age groups from Gen-Z to family audiences.
• • Mentor junior executives and interns, fostering a high-energy, creative environment where bold ideas are welcomed, failures are dissected for insights and successes are scaled across other regional markets within JioStar.