Manager – Product & Pricing (DTV Business) Mumbai

Job Description:

The Manager – Product & Pricing will be responsible for developing and managing the Digital TV product portfolio and pricing strategy to drive subscriber growth, revenue, ARPU, engagement, and profitability.

The role will own the product proposition across TV subscriptions, channel packs, premium content, HD/4K offerings, OTT/content bundles, add-ons, promotional offers, and customer lifecycle propositions.

Key Responsibilities

1. Product Strategy & Management

• Define and manage the DTV product portfolio based on customer needs, viewing behavior, and market trends.
• Develop new TV packs, channel bundles, premium propositions, add-ons, and value-added services.
• Manage the complete product lifecycle from concept to launch, optimization, and retirement.
• Identify opportunities for OTT + TV convergence/bundling and new digital entertainment propositions.
• Drive product simplification and improve customer understanding of plans and offerings.

2. Pricing Strategy

• Develop pricing architecture for DTV products, packs, subscriptions, and add-ons.
• Conduct price elasticity, willingness-to-pay, competitor benchmarking, and profitability analysis.
• Design customer-segment-specific pricing and promotional offers.
• Optimize pricing to balance subscriber acquisition, ARPU, retention, and margin.
• Evaluate impact of price changes on subscriber base, revenue, churn, and customer lifetime value.

3. Revenue & Monetization

• Identify opportunities to increase ARPU and customer lifetime value.
• Develop upsell and cross-sell propositions across premium channels, HD/4K, OTT, and other services.
• Analyze subscription performance and recommend corrective actions.
• Build business cases for new products and commercial propositions.
• Track product-level revenue, margins, penetration, and profitability.

4. Customer & Market Analytics

• Analyze subscriber behavior, consumption patterns, recharge/subscription trends, churn, and engagement.
• Segment customers based on value, usage, content preferences, and lifecycle.
• Use data to identify opportunities for acquisition, retention, upselling, and win-back.
• Monitor competitor products, pricing, packaging, and promotional strategies.

5. Product Launch & Go-to-Market

• Work with Marketing, Sales, Technology, Content, Finance, and Customer Experience teams for product launches.
• Define product proposition, pricing, target segment, positioning, and launch strategy.
• Prepare product requirements and coordinate with technology/product teams for implementation.
• Monitor launch performance and optimize the proposition based on results.

6. Stakeholder Management

• Work closely with Content/Programming, Finance, Marketing, Sales, Technology, Digital, Customer Experience, and Analytics teams.
• Present product and pricing recommendations to senior management.
• Drive cross-functional projects from ideation through implementation.

Key KPIs

• Subscriber growth
• ARPU growth
• Product penetration
• Revenue and contribution margin
• Churn / retention
• Customer lifetime value
• Upsell & cross-sell revenue
• Product adoption
• Campaign / offer ROI
• Time-to-market for new products

Desired Profile / Criteria / Skills :

Education

• MBA/PGDM in Marketing, Strategy, Finance, or related discipline preferred.
• Graduate degree in any relevant discipline.

Experience

• 5–8 years of experience in Product Management, Pricing, Commercial Strategy, Revenue Management, or Business Strategy.
• Experience in Digital TV, Pay TV, Telecom, OTT, Media & Entertainment, or subscription businesses preferred.
• Strong exposure to consumer-facing products and recurring-revenue models.