Head - Marketing - Online Fitness

Company Background :

The company is an online fitness discovery platform that aims to simplify fitness. Users can find fitness options (from gyms to yoga to zumba, crossfit, personal trainers and more) in their vicinity and get all details (like offerings, photos, reviews, rate card, timings etc.) without stepping outside their house. They can also book unlimited trials (free sessions which are facilitated by us) till they figure out the right option. From a service provider perspective - the company helps businesses and trainers in generating value through brand awareness, online presence and last-mile conversion.

Having launched in January 2014 - the company has been on high growth trajectory ever since: providing value to users and service providers in Mumbai, Pune, Bangalore and Delhi. Current Situation: 50% growth rate every quarter (since April 2014) The company has closed its pre-series A round of funding that will fuel expansion to more cities and focus on product improvement and demand generation.

Background :

The Company's segmentation of users are

a) fitness sitters,

b) fitness seekers and

c) fitness hunters who are primarily in the age group of 25-40 with internet access and high disposable income. Attracting the target segment of relevant visitors to the company's website/mobile app is critical to its success.

Therefore, the company needs an exceptional leader for marketing and customer management, who can design and execute the entire lifecycle from branding and market positioning, go-to-market planning and consumer outreach strategy, customer acquisition, relationship management and retention / up-selling.

Leading online and offline efforts across all channels, this person will be responsible for driving revenue and new customer growth to build a robust business and increase the company's lead over other players

Specific Responsibilities:

The role holder is required to drive and manage all efforts on brand building, marketing and outreach and customer insights:

Strategic Direction & Brand Building :

- Shape the brand pillars and manage all communication activities to maximize awareness amongst current and potential customers.

- Create a stronger brand experience by synergizing and aligning all brand and marketing activities which in turn are aligned to the business.

- Develop new and creative growth strategies across different geographies entailing web and mobile.

- Identify trends and insights, and prioritize and optimize spend and performance based on these insights.

- Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate.

- Develop significant preference vs. competition by establishing strong differentiators and unique rational/functional benefits.:

Execution & Outreach :

- Lead marketing capabilities to deliver integrated communication campaigns, on time in all customer touch points.

- Manage all covering digital, ATL, BTL, partnerships, PR and community engagement (omnichannel execution ability).

- Plan and execute all web, SEO/SEM, marketing database, email, PR, social media and display advertising campaigns.

- Lead marketing and outreach plans on mobile marketing. Collaborate with media planning, creative and digital agencies and other vendor partners.

- Lead efforts on institutional marketing including tie-ups with corporates and other brand alliances. Work cross-functionally with the Client Servicing team and Customer Experience team to identify opportunities for growth

Customer Insights And Performance Marketing :

- Guide business decisions by providing necessary consumer understanding.

- Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).

- Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points. Strengthen conversion points and optimize user funnels.

- Devise engagement strategy and drive repeat purchases

The Person :

Qualification & Experience :

- Bachelors/ Masters degree in marketing or a related field.

- 4+ years of business and marketing experience.

- Experience in a start-up on growing the brand / customer base.

- Proven record of attaining critical mass of users through online marketing & activation.

- Deep understanding of marketing and consumer acquisition in competitive, high growth sectors; digital marketing experience is mandatory.

- Demonstrable experience leading and managing SEO/SEM, PR, marketing database, email, social media and/or display advertising campaigns

- Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.

- Solid knowledge of website analytics tools (e.g., Google Analytics, RJMetrics).

- Strong analytical skills and data-driven thinking.

- Up-to-date with the latest trends and best practices in online (web and mobile) marketing and measurement.

Behavioral & Personal Characteristics :

- Relationship Building & Influencing.

- Team Leadership.

- Strong Communication.

- Persistent and goal-oriented.

- Comfortable with ambiguity.

- Ideas Person.

- Fitness enthusiast