As the Marketing & Consumer Insights Head for the Youth Cluster, this role will be responsible for driving the marketing vision and building a deep consumer understanding to shape content, brand, and platform strategies. The incumbent will lead end-to-end marketing for youth-focused properties while anchoring a strong insights engine to decode evolving youth behavior, trends, and cultural shifts.
About the team
The Youth Cluster is dedicated to engaging urban Indian youth through compelling, culturally relevant content across platforms such as MTV. Built as an agile and modular ecosystem, the cluster operates at the intersection of content, culture, and community.
The team focuses on creating consumer-centric, platform-agnostic experiences that resonate with the dynamic preferences of India’s youth. From reality formats and music to anime, pop culture, the cluster aims to stay ahead of trends and shape conversations that matter to young audiences.
With a strong emphasis on experimentation, speed, and innovation, the Youth Cluster brings together content, marketing, and insights to build future-ready entertainment brands that are deeply embedded in youth culture.
Key Responsibilities
Lead the overall marketing strategy and annual communication plan for the Youth Cluster across platforms and properties.
Drive high-impact launch campaigns and sustenance initiatives to build reach, engagement, and brand affinity.
Build and anchor a strong consumer insights engine to decode youth behaviour, cultural trends, and content preferences.
Translate insights into actionable strategies for content development, brand positioning, and audience growth.
Own end-to-end brand communication across channels including digital, social, on-air, PR, and on-ground activations.
Drive growth through performance marketing, social ecosystems, and creator/influencer collaborations.
Identify emerging youth subcultures (music, gaming, anime, creators) and integrate them into content and marketing strategies.
Manage marketing budgets, agency partnerships, and ensure efficient allocation of resources for maximum impact.
Partner with content, product, and ad sales teams to strengthen IPs, enhance monetization, and drive business outcomes.
Skills & Attributes for success
Strong understanding of evolving trends, audience behavior, and digital content ecosystems.
Strong stakeholder management and cross-functional collaboration skills.
Ability to combine creativity with data-driven decision-making.
High agility, experimentation mindset, and comfort with fast-paced environments.
Strong commercial acumen and strategic thinking.
Preferred Education & Experience
MBA from a premium B-School or equivalent.
15–18 years of experience in marketing, with strong exposure to youth brands, media, entertainment, or digital platforms.
Proven track record in building brands, driving large-scale campaigns, and leveraging consumer insights for business impact.
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