Director – Growth

Location: Noida, Uttar Pradesh
Reporting to: CEO
Experience: 10+ years

Role Overview

We are looking for a Director – Growth to lead the end-to-end growth strategy for a large-scale consumer entertainment platform with 20M+ users across 15+ regional languages.

This role combines Performance Marketing, Creative Strategy, Organic Growth, Acquisition Product, Growth Analytics, and Team Leadership . You will own the complete acquisition journey—from campaign strategy and creative development to conversion, subscription, and acquisition efficiency.

The ideal candidate is a hands-on growth leader who can manage large-scale marketing budgets, improve subscriber quality, build AI-driven growth systems, and develop sustainable acquisition channels beyond paid media.

Key Responsibilities

1. Performance Marketing & Customer Acquisition

Own paid acquisition across Meta, Google, and other relevant digital channels.
Manage multi-crore marketing budgets with a strong focus on Customer Acquisition Cost (CAC), Lifetime Value (LTV), and payback periods.
Optimize campaigns for high-quality subscribers who engage regularly and renew, rather than installs alone.
Develop channel- and cohort-level performance models to guide budget allocation and scaling decisions.
Identify inefficiencies, audience saturation, invalid traffic, and attribution gaps.
Lead remarketing and re-engagement initiatives across relevant digital channels.

2. Acquisition Funnel & Conversion Optimization

Own the acquisition journey from app install and registration to paywall, checkout, and paid subscription.
Drive experiments across pricing, offers, subscription models, paywalls, and payment experiences.
Identify conversion drop-offs and implement data-driven improvements in collaboration with Engineering.
Align acquisition strategies with subscriber retention and long-term value.
Prioritize the acquisition product roadmap based on measurable business impact.

3. Creative Strategy & Experimentation

Lead ad creative strategy, development, testing, and performance optimization.
Build a high-velocity creative pipeline with continuous testing of formats, messaging, hooks, and audience segments.
Establish structured experimentation frameworks and clear criteria for scaling or discontinuing creatives.
Use AI tools to accelerate creative ideation, generate variations, and improve campaign performance.
Translate audience insights and regional preferences into high-converting campaigns.

4. Organic Growth & Channel Diversification

Develop long-term organic acquisition strategies across SEO, App Store Optimization (ASO), Play Store, YouTube, and content-led channels.
Increase the contribution of organic and owned channels to overall acquisition.
Identify regional search trends, cultural insights, and content opportunities that can drive audience growth.
Build product-led and referral-based growth opportunities where relevant.
Reduce dependency on paid media through sustainable, diversified acquisition channels.

5. Growth Analytics, Attribution & AI

Own the growth measurement and attribution framework across paid and organic channels.
Build reliable dashboards to track acquisition performance, conversion, cohort quality, CAC, LTV, and payback.
Use tools such as AppsFlyer, GA4, Metabase, and advertising platforms to generate actionable insights.
Establish transparent reporting and clear performance visibility for leadership and cross-functional teams.
Develop AI-enabled workflows for audience targeting, creative testing, campaign optimization, and reporting.

6. Strategy & Cross-Functional Leadership

Develop and execute growth strategies aligned with business objectives and subscriber growth targets.
Present performance insights, forecasts, and budget recommendations to the CEO and leadership team.
Build scenario models for new markets, channel expansion, pricing changes, and acquisition initiatives.
Work closely with Engineering, Content, and Retention teams to align acquisition priorities with product capabilities and business goals.
Translate complex data into clear recommendations and measurable action plans.

7. Team Leadership

Build, lead, and mentor a lean, high-performing growth team.
Establish a culture of accountability, rapid experimentation, and data-driven decision-making.
Encourage AI-first workflows, automation, and continuous improvement.
Develop team members who take ownership of business outcomes rather than focusing only on channel-level metrics.

Key Performance Indicators (KPIs)

Customer Acquisition Cost (CAC) and subscriber acquisition efficiency.
Subscriber quality, engagement, repeat viewing, and renewal performance.
LTV-to-CAC ratio and acquisition payback period.
Paid campaign performance and budget utilization.
Creative testing velocity and conversion rates.
App install-to-paid-subscription conversion.
Organic and owned-channel contribution to acquisition.
Attribution accuracy and growth reporting reliability.

Required Qualifications & Experience

10+ years of experience in performance marketing, digital growth, or consumer acquisition.
Proven experience scaling consumer technology, OTT, subscription-based, content, or D2C businesses.
Demonstrated ownership of large-scale Meta and Google advertising budgets, with measurable CAC and LTV outcomes.
Strong experience in creative strategy, campaign experimentation, and performance-led creative optimization.
Hands-on understanding of acquisition funnels, conversion optimization, paywalls, pricing, and checkout journeys.
Experience building organic acquisition channels through SEO, ASO, YouTube, or content-led growth.
Proficiency in growth analytics, attribution, and reporting tools such as AppsFlyer, GA4, and Metabase.
Practical experience using AI tools and automation to improve growth execution and marketing efficiency.
Proven ability to lead, develop, and mentor high-performing teams.
Strong analytical, strategic, and stakeholder management skills.

Preferred Qualifications

Experience managing multi-crore monthly marketing budgets.
Experience in subscription, OTT, digital entertainment, or other recurring-revenue consumer businesses.
Experience driving growth across multiple regions, languages, or audience segments.
Familiarity with experimentation frameworks, referral loops, and product-led acquisition.
Interest in India's regional cultures and consumer behaviour. Knowledge of Haryanvi, Rajasthani, or Bhojpuri is an advantage.

Ideal Candidate Profile

You are a growth leader who combines strategic thinking with hands-on execution. You understand that sustainable growth depends on more than media spending—it requires compelling creatives, strong conversion journeys, accurate measurement, and high-quality subscribers.

You are comfortable managing large budgets, challenging assumptions with data, making fast decisions, and building AI-enabled systems that improve growth efficiency.

You take end-to-end ownership of acquisition outcomes and can operate effectively in a fast-paced, high-growth environment.

This Role May Not Be the Right Fit If You

Focus primarily on installs, clicks, or impressions without considering subscriber quality and lifetime value.
Have experience limited to paid media, without meaningful ownership of organic growth or conversion optimization.
Rely entirely on agencies for creative strategy and experimentation.
Are uncomfortable with AI-driven workflows, automation, or rapid experimentation.
Prefer managing established channels over building and improving a complete growth engine.

Director - Growth

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