Role Purpose

The Category Head - Marketing (Motorcycles) is a Category Builder responsible for end-to-end value creation and value capture - from product-market fit to demand generation to profitable scale.

You will combine:

- Upper-Funnel Brand Strategy (reach & salience leadership)

- Product Marketing (core differentiation & GTM)

- New-age Growth Systems (performance, CRM, AI)

To build:

- The most sought-after brand

- The most loved product

- A scalable and sustainable demand engine

Core Philosophy: Impact Sustainance

IMPACT

- Built through Upper-Funnel Brand Strategy.

- Driving reach and salience at scale via brand equity building channels.

SUSTAINANCE

- Built through always-on growth systems.

- Experimentation, AI, communities, and lifecycle at work every day.

The role is to integrate both into one unified growth engine.

What This Role Is ?

THIS Role is

- A Category CEO

- A systems builder

- A brand + growth integrator

- A revenue driver

Areas of Full Ownership

1. Product Marketing - The Foundation

- Own positioning, messaging, and GTM strategy

- Translate deep tech into sharp consumer value propositions

Work closely with Product & R&D to shape:

- Features, variants, and pricing decisions

- Build category-defining narratives that earn mind-space

2. Brand Building - The Impact Engine

- Lead Upper-Funnel Brand Strategy

- Drive Reach & Salience Strategy across brand equity building channels

- Build:

- Cultural storytelling

- Long-term IPs & content ecosystems

- Move from campaigns - brand platforms that compound over time

3. Demand & Growth - The Sustainance Engine

- Own the full funnel: Awareness - Consideration - Test Ride - Conversion - Advocacy

- Build integrated systems across:

- Performance marketing

- CRM & lifecycle

- Retail & experience

- Drive high-quality demand at optimized CAC

4. AI & Experimentation-Led Marketing

- Leverage AI across:

- Insights, creative production, and personalization

- Build a modern, scalable marketing stack

Drive a culture of:

- Rapid experimentation (A/B, multivariate)

- Continuous optimization across every funnel stage

5. Media Strategy - Scale Precision

- Architect integrated Reach & Salience Strategy

Combine:

- Mass brand building (upper funnel)

- Digital precision targeting (lower funnel)

- Optimize for Reach Relevance ROI

6. Revenue & Pricing

- Ensure pricing reflects true value delivered by AERA

- Strengthen brand-led pricing power

Align marketing with:

- Revenue targets

- Margin discipline

- Long-term brand equity

7. Community & Brand Love

- Build rider communities and organic advocacy loops

- Create content velocity and creator ecosystems

- Ensure MATTER is not just bought - but loved

8. Builder-Led Leadership

- Operate as Category CEO - not a function head

- Be hands-on when needed - not just a manager

- Build from 0- 1 and scale 1- N

- Lead lean, high-performance teams with clarity and urgency

HOW YOU WILL BE MEASURED

Success Metrics:

Brand & Awareness

- Reach, salience, and brand recall scores

- Product preference and consumer understanding

Funnel Performance

- Funnel efficiency - conversion at every stage

- CAC - Customer Acquisition Cost

- LTV - Lifetime Value of customer

Revenue & Growth

- Revenue growth with margin discipline

Community & Love

- Content engagement and reach

- Community strength and NPS scores

- Brand love and advocacy metrics

Experience & Background

10-14 years in consumer tech, D2C, mobility, or high-growth brands.

Core Experience

- Product marketing - GTM, positioning, messaging

- Brand building at scale

- Growth and performance marketing

- Startup or scale-up environment preferred

- Exposure to AI & martech ecosystems

Leadership Mindset

- Category CEO thinking

- Builder > Manager mentality

- Data-driven AND creative

- Comfort with deep ambiguity

- First-principles from the ground up

This role is about creating a category, not just marketing a product.