About the job

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.

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 score boarding 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

At Urban Company, we are committed to providing equal and fair opportunities in employment and creating an inclusive work environment. We endeavor to maintain a work environment free from harassment based on age, colour, physical ability, marital status, parental status, ethnic origin, religion, sexual orientation, or gender identity.

Senior Associate - Digital/ GTM - Marketing