GM - Digital Video GTM Planning

Job Req ID:  11962

Mumbai, IN

Function:  Marketing/Digital

Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. It is India’s leading telecom service provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platform. With the large spectrum portfolio to support the growing demand for data and voice, the company is committed to deliver delightful customer experiences and contribute towards creating a truly ‘Digital India’ by enabling millions of citizens to connect and build a better tomorrow. The Company is developing infrastructure to introduce newer and smarter technologies, making both retail and enterprise customers future ready with innovative offerings, conveniently accessible through an ecosystem of digital channels as well as extensive on-ground presence. The Company is listed on National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India.


Lead GTM Planning – Digital Video

Job Level / Designation

GM –M3

Function / Department

| Digital I Partnerships and Growth


Corporate Office, Mumbai

Context for the role

One of the key strategic focus for VIL is to expand its digital/traditional footprint of Vi Movies and TV App for both Video and Music .It’s a twofold agenda

 1) Drive the Upselling agenda for the Vi Movies and TV App with the internal retail /digital /brand /Circle/CVM teams.

2) Shoulder responsibility and drive SEO /ASO/OEM activities with the SEO agency. Explore and drive agenda with media planning teams /asset monetisation teams to on board non-traditional digital partners besides the existing ones for paid installs in order  to build Vi Movies and TV app reach


Job purpose

Create a Blue print of the GTM plan with clear focus on app numbers for the year /month /quarter and drive day to day operations across various telco touch points /third party operators / SEO agencies and ensure they deliver the most imp KPI ,i.e. App MAU and Upgrade agenda


Key Result Areas/Accountabilities


  • Plan GTM strategy for Digital Content app acquisition and drive execution of the same
  • Drive Vi Movies and TV app installs & registrations through effective use of promotional channels
  • Introduce and experiment new & maintain existing acquisition channels
  • Sync with field teams – Circles, Sales, Retailers, Stores to drive app acquisition
  • Track, achieve, publish KPIs (channel-wise) & take actions as per performance
  • Drive campaigns for Content app as per calendar / content / partner releases
  • Coordinate with internal teams & external teams to make channels live, refresh content creatives periodical & campaign communication on existing properties & new ones.



  • Optimizing copy and landing pages for search engine optimization
  • Work with a digital agency to perform ongoing keyword research including discovery and expansion of keyword opportunities
  • Researching and implementing content recommendations for organic SEO success on the PWA and desktop site
  • Track, report, and analyse PWA/website analytics along with SEO performance
  • Work with the development team to ensure SEO best practices are properly implemented on newly developed code
  • Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords.
  • Manage top & bottom of the funnel – drive traffic, improve conversions. Work with partners to create exclusive offers, Create digital events
  • Monitor performance, take necessary course correction, deliver on the target revenue, manage NPS

Key Performance Indicators

  • Deliver MAU /DAU targets on Vi Movies & TV
  • Ensure Vi Movies and TV app is among the top 10 most searched OTT apps
  • Ensure monthly Revenues are delivered for digital video product

Core Competencies, Knowledge, Experience

  • Dynamic professionals with extensive understanding of digital eco system. A candidate who has hands on  experience in “Digital First “launches
  • SEO Experience
  • Strong networking skills , Self-starter attitude and aggressive outlook towards chasing targets
  • Understanding of agency eco system ,reasonable understanding of video marketing & knowledge of process of digital promotions and  basic telecom channels
  • Excellent skills in analysing data and  arriving at decisions including executing them
  • Understanding of telco eco system and building funnel to drive digital growth adoption


Must have technical / professional qualifications


  • Hands on experience on tools like – Appsflyer, Google Analytics/Similar web /Clevertap /CVM experience

Years of Experience

7 – 10 years

Industries to look from

FMCG ,e-commerce, digital start-ups, Banking ,OTT ,Telecom companies who launches their digital FIRST products

Ideal Organizations to look from

Zee5 / Hotstar / Swiggy/Zomato/Uber,/ Gaming Startups/ Jio /Airtel /Im-Mobi/Glance /Sharechat /FANG companies

Team Size

Individual Contributor role reporting to VP Digital- Video ,Music and Analytics




Vodafone Idea Limited (formerly Idea Cellular Limited)
An Aditya Birla Group & Vodafone partnership