Senior Associate - Digital Marketing/GTM

Sr. Associate- Digital | Urban Company

Urban Company is a tech-enabled home services marketplace. Customers use our

platform to book services, such as home cleaning, live-out helper, aircon servicing,

mani-pedi, massage for women, pet grooming and more, which are delivered in the

comfort of their home and at a time of their choosing. We promise our customers a high

quality, standardized and reliable service experience. To fulfill this promise, we work closely

with our hand-picked service partners, enabling them with technology, training, products,

tools, financing, insurance, and brand, helping them succeed and deliver on this promise.

The position will be based out of our Gurugram office but the candidate will be working with our Singapore team.

About The Role & Team

● The Marketing/Growth function is responsible for delivering the annual operating

plan by identifying the drivers of growth for each individual business within UC. The

key drivers of growth are: more users, more usage, more value

● We work with multiple internal and external stakeholders to deliver the business

mandate through unlocking consumer intelligence, deploying zero-dollar hacks,

building the right offering and pricing strategy, deploying small and large media

campaigns and multiple other levers.

● The GTM team at UC owns and delivers the growth and business outcomes of a

large business unit(s) (categories) at UC. They engage with categories to identify

gaps in outcomes, plan media to bridge the gap and are also required to be

abreast with the latest shifts in media consumption habits and trends.

● They lead a mix of Marketing projects enabling them to show the breadth and

depth of the GTM strategy. They need to derive insights by constant

experimentation, identify incrementality of paid media (brand/ performance),

which would unlock the next level of business growth. We are looking for colleagues

who aren't afraid to take smart risks and innovate.

What You'll Do

● Drive Capabilities & Innovation for the function :

● Brand :

○ Media selection & deployment to widen TOFU and effectively build Reach &

Frequency on UC’s TG

○ Drive efficiency on BAU platforms and explore new channels to experiment

high engagement media to drive higher effectiveness

● Performance :

○ Avenues to consistently drive scale & efficiency

○ Levers for better bottom-funnel conversion

● Measurement:

○ How to measure Incremental outcome from GTM inputs

○ How to get better at media planning - duration, frequency, channel-mix

● Understanding Business, Category, Consumer:

○ Understand TG, product service and its relevance from the category

owners. Be a part of consumer immersions and U&A studies to formulate an

opinion.

○ Understand current and desired penetration objectives - Awareness to

Consideration/ Trial Funnel - how these move overtime (with and without

marketing)

● Putting Together a Deployment Strategy :

● Use historical data to build an 80%+ accurate Reach model, performance

marketing plan, predict incremental output & input expected from Media Strategy,

in terms of traffic & deliveries to topline.

● Put down success KPIs & measurement milestones.

● Own & deliver Post-campaign analysis, compile learnings & insights, build into

media-led growth strategy for the business / vertical.

● Complete ownership of deployment planning, execution, with an 8-step process,

working with agency & support functions, right from media brief to scoreboarding

on outcome.

What We Need

● Graduation from a Tier 1/2 Institute

● 1-3 years of relevant experience with high scale startups / FMCGs / Direct to

Consumer eCommerce brands/ media agencies

● Hands on experience working on paid media (Performance marketing, social

media marketing, FB Ads, SEM, UAC, Reach & Frequency campaigns on YouTube,

OTT, CTV)

● Hands-on practitioner with strong analytical skills: Likes to get their hands dirty with

data & numbers, spend time exploring data, building models. We eat, sleep &

breathe Excel & Google Sheets. Comfort with Excel / G sheets is an absolute must.

SQL skills are preferable.

● Strong interpersonal skills to manage stakeholders (business teams, brand

manager counterparts) and liaise with agencies (brand marketing, performance

marketing, creative production).

● High on Business Outcomes and Ambition: Looking to make a trajectory-changing

impact at UC

● Outcome-first and Customer-first rather than Solution-first: At UC, we pride

ourselves in being outcome focused i.e. "the customer doesn't care what algorithm

powers the backend, as long as his job gets done"