Growth Manager

Company Description

KadhaiShorts is a digital media and entertainment platform specializing in original scripted content, with a focus on short-form video series. The platform supports emerging creators by providing funding, production resources, and technology to develop engaging drama projects for mobile-first audiences. KadhaiShorts also offers content marketing, dubbing, localization, and live event services to amplify its impact in the entertainment industry.

Role Description

This is a full-time, on-site role based in Chennai for a Growth Manager. The Growth Manager will develop and implement strategies to drive customer acquisition, engagement, and retention. Responsibilities include analyzing data trends, managing sales initiatives, overseeing key projects, and collaborating with cross-functional teams to identify opportunities for growth. The role also involves setting measurable objectives, tracking progress, and presenting reports to leadership.

Key Responsibilities

1. User Acquisition & Funnel Growth

• Own user growth KPIs: installs, registrations, CAC, conversion rates, retention, ARPU, and LTV.
• Plan and execute performance marketing campaigns across:
• Meta (Instagram, Facebook Reels)
• YouTube Shorts
• Google UAC
• Influencer-led distribution
• Identify high-performing creatives and narratives that drive installs and first-episode completion.
• Continuously optimise CPI, CPA, and ROAS.

2. Content-Led Growth Strategy

• Work closely with content, creative, and production teams to:
• Identify which stories, genres, hooks, and cliffhangers drive growth.
• Build growth hypotheses around story arcs, episode length, release cadence, and thumbnails.
• Use audience data to guide:
• Greenlighting decisions
• Trailer/edit strategies
• Localization and language expansion
• Develop frameworks for viral loops (shareability, cliffhangers, referrals).

3. Retention, Engagement & Monetisation

• Own retention metrics: D1, D7, D30, episode completion rates, binge depth.
• Design and optimise:
• Onboarding journeys
• Push notifications & in-app nudges
• Paywalls, pricing experiments, freemium hooks
• Improve subscription conversion, micro-transactions, or episode unlock models.
• Increase ARPPU, ARPU, and LTV through experimentation.

4. Data, Analytics & Experimentation

• Set up and manage growth dashboards (Mixpanel, Firebase, Amplitude, GA).
• Run structured A/B tests across:
• Creatives
• Landing pages / app store pages
• Paywalls & pricing
• Content sequencing
• Translate data into clear growth insights and action plans.
• Report weekly and monthly growth performance to leadership.

5. Team & Cross-Functional Leadership

• Act as the single owner of growth across marketing, product, and content.
• Collaborate closely with:
• Product managers
• Content heads
• Creative & performance teams
• Build scalable growth playbooks and SOPs.
• Hire and manage junior growth marketers or analysts as the platform scales.

Key Metrics You Will Own

• Installs & Registrations
• CAC / CPI
• D1, D7, D30 Retention
• Episode Completion & Binge Rate
• Conversion to Paid / Unlock
• ARPU / ARPPU / LTV
• ROAS & Growth Efficiency

Required Qualifications

Must-Have

• 35 years of experience in growth, performance marketing, or product growth.
• Experience in OTT, short-form video, gaming, consumer apps, or content platforms.
• Strong hands-on experience with:
• Meta Ads, Google Ads, YouTube
• App analytics tools (Firebase, Mixpanel, Amplitude)
• Proven ability to scale users while controlling CAC.
• Strong analytical mindset with comfort in data-driven decision making.

Good-to-Have

• Experience with subscription or micro-transaction monetisation.
• Exposure to short-form storytelling, reels, or episodic content.
• Experience working in a startup or zero-to-one product.
• Knowledge of regional language content markets (India-focused).
• Familiarity with influencer marketing and creator ecosystems.

Skills & Traits Were Looking For

• Growth-first mindset with strong business ownership.
• High experimentation velocity and comfort with ambiguity.
• Strong storytelling senseunderstanding what hooks users emotionally.
• Ability to balance creativity + data.
• Excellent communication and stakeholder management skills.

Why This Role Matters

• You will directly influence what content gets made and scaled.
• You will shape the growth DNA of a new OTT category.
• High visibility role with ownership over revenue and user growth.
• Opportunity to build and lead the growth function from early stages.