Dish TV - Senior Manager/Lead - Revenue Modelling & Behavioural Sciences

• Role: Senior Manager / Lead - Revenue Modelling & Behavioural Sciences
• Function: Revenue Strategy & Growth Ops (Watcho / Vzy)
• Reporting to: Head - Revenue Strategy & Growth Ops (Watcho / Vzy)
• Job Persona: What This Person Really Looks Like
• 1. Commercially Assertive

• Optimizes for incremental revenue, and long-term contribution margin
• Comfortable saying "this growth is value-destructive"

2. Behavioural Understanding

Understands that Indian OTT users are:

• Hyper price-sensitive
• Heavily influenced by defaults, framing, and social proof
• Inconsistent between stated intent and actual behaviour

3. Systems Thinker

• Connects: UX changes -> behavioural response -> funnel movement -> revenue impact
• Understands second-order effects (e.g. discount addiction, trial abuse)

4. Decision-Oriented, Not Model-Oriented

• Uses models to decide, not to impress
• Comfortable making calls with noisy data

Ideal Background

1. Strategy / Consulting + Consumer Behaviour

• MBB / Big 4 / Boutique strategy
• Has worked on pricing, consumer choice, or growth strategy
• Exposure to behavioural economics frameworks is a big plus

2. Revenue / Growth Analytics at Consumer Internet

• OTT, gaming, fintech, or delivery apps
• Experience running experiments on pricing, paywalls, or nudges
• Has seen how small UX changes materially shift revenue

• Experience: 6 - 8 years
• Education: Engineering, Economics, Applied Math + MBA (top institutes)
• Detailed

Own & optimize the economic and behavioural engine of a hybrid OTT aggregation business-maximizing LTV, improving yield, and shaping user behaviour through pricing, packaging, and product nudges. Key responsibilities:

1. Revenue & Behavioural Modelling (AVOD + SVOD + TVOD)

• Model revenue across monetization types and user intent states

2. Pricing, Framing & Pay-out Optimization

Design not just prices, but price presentation:

• Monthly vs daily equivalent / Most popular anchoring / Decoy bundles

Balance:

• Consumer psychology
• Partner MG obligations
• Long-term margin health

3. LTV / CAC Forecasting with Behavioural Adjustments

Adjust LTV models for:

• Discount conditioning
• Trial abuse behaviour
• Seasonal impulsive buying (IPL, festivals)

4. Three-Way Integrated Financial & Behavioural Models

Maintain integrated models that account for:

• Revenue
• Behavioural decay (engagement drop-off after promos)
• Long-term elasticity impact of discounts

5. Sensitivity & Scenario Analysis

Stress-test not only numbers, but behaviour shifts:

• What if CPM drops, but watch-time rises?

6. Content Deal Structuring with Behavioural ROI

Build Deal Scorecards that include:

• Content's ability to trigger habit
• Repeat-view probability
• Evaluate MGs not just on reach, but behavioural stickiness

7. Board-Level Storytelling

Translate:

• "Users churned" - why they churned
• "Conversion dropped" - which bias broke
• Recommend actions grounded in both math and psychology

Technical & Behavioural Skills

Must-Have

• Advanced Excel / Google Sheets
• PowerPoint (Exec storytelling)

Behavioural + Experimentation

• A/B testing frameworks understanding
• Familiarity with behavioural economics concepts (formal or applied)

Nice-to-Have

• BI tools (Looker, Tableau)
• SQL (cohort & funnel extraction)