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)