Job Description Associate Director, Marketing

Location - Dubai, UAE

About Urban Company:

Urban Company is a technology platform offering customers a variety of services at home. Customers use our platform to book services such as cleaning, beauty treatments, babysitters, cooks, haircuts, massage therapy, plumbing, carpentry etc., all 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.

Urban Company then extended this learning and offering to overseas markets as well, and is currently present in 56 cities across India, UAE, Singapore and the Kingdom of Saudi Arabia. As of May 2022, Urban Company had a presence in 56 cities across India, Singapore, UAE, The Kingdom of Saudi Arabia and the USA. Since inception, the platform has delivered 36 million bookings to customers, and a highly trained fleet of 40,000+ service professionals. Today, Urban Company offers 50+ different types of home and beauty services through its mobile applications and website.

Companys vision:

Urban Companys vision is to empower millions of service professionals across the world to deliver service experiences at home like never seen before. Service partners are the backbone of our platform. Our service partners are typically individual professionals working in one service category. We operate a full-stack platform to help them succeed and provide the following:

- Training & Certification: we run service specific training programs that familiarise partners with our service SKUs, our SOPs and our technology platform. The programs cover both hard and soft skills and training happens both digitally and in physical centres run by us. In India, all our programs and service partners are certified by the Ministry of Skill Development.

- Technology: our mobile app provides them simple, easy to use tools to run their business. Using our app partners can set their own schedule, accept and deliver customer bookings, purchase products, collect online payments, manage their finance and their performance.

- Supplies and products: In India, we run an online B2B shopping platform where service partners can buy products, tools and consumables needed in delivering services, some examples include facial products, roll-on wax, bathroom cleaners, a/c servicing jet pumps.

- Insurance and Financing support: Our service professionals in India enjoy a free of cost life, accidental and health insurance policy, something we are working hard to extend to all our service partners worldwide. Additionally, we partner with leading NBFCs & Fintech companies to provide both business and personal loans to service professionals.

- Market access and brand: By unlocking market access, providing them access to a powerful brand, and helping driving up their utilization, the UC platform is able to improve the earnings of its service professionals sizeably after joining the platform.

This approach allows us to offer standardized, high-quality experiences to our customers, and build a strong household brand in the services industry.

Urban Company UAE operations:

Urban Company was launched in the UAE in 2018 and is currently present in 3 Emirates; Dubai, Abu Dhabi and Sharjah. The business is growing rapidly at a 60%+ CAGR and has demonstrated significant resilience to any and every macro challenge in the past few years.

Over the next 3-4 years, the company would like to scale significantly, building on the current categories and launching more to quadruple our business. From a brand perspective, we want to establish UC as the most loved brand in the UAE. We would continue building on the tenets that have helped UC reach here:

- Quality: category specific building, new innovations, training, SOPs and products quality

- Value: Price tiering, better quality and reliability, price advantage for high freq users

- Selection: New offerings, depth of SKUs within each category, product business growth

- Go to Market: unlock high demand density, GTM excellence, content creation

- Technology: ease of usage for both customers and partners

About the team:

Urban Companys UAE business is divided into three large verticals with several core categories within these verticals. Each category has an independent user offering.

- Beauty vertical:

1. Salon for women: Hair, nails and make-up

2. Mens grooming

3. Spa therapy for men and women

- Home vertical:

1. Cleaning - On Demand and subscription

2. Electricians, Plumbers and Handymen

3. Deep Cleaning and Pest Control

- Personalised Services and Products:

1. Cooks

2. Full Time and Part Time Househelp

3. Native Smart Lock

4. Native RO

5. Curtains and Wall Panels

The Marketing and Growth team is expected to deliver the following three strategies:

- More Users

- More Usage

- More Value

The team is divided into category verticals and horizontal capabilities which work across verticals. Each business and capability vertical are in different stages of build and the challenges are different. Some like cooks have been recently launched and hence need a 0-1 focus and other categories like Cleaning and Salon are scaled categories which need deeper consumer understanding.

About the role:

At UC Marketing, youll be operating at the intersection of business, technology (engineering, design, data) and the user to unlock the consumer insights to power UCs growth. Apart from the 6Ps of growth, some of the challenges that the team is working on:

- Unlocking the next 1M users: How do we become relevant for the next 1 million users in UAE? Will our current value propositions of predictability and convenience suffice, will the current offering suffice or do we need something radically different? How do we create offerings that are relevant across ethnicities and nationalities

- Improving Usership: How do we go from being an occasional service in many categories to the go-to partner for all consumers for all their service requirements?

- Data science to unlock smart growth: Can we leverage our storefront to improve usership as well as get higher value per user by leveraging data and deploying levers like differential pricing based on location or past history?

- Unlocking new services/models/Innovations: Where does the next large opportunity lie? How do we identify and action opportunities like going deep into a new service category, or cracking a new model like hyperlocal, partnering with large townships? How do we identify the next big innovation like a Roll-on Wax equivalent?

- Content as a means to drive business: Can we get to a situation in 1-2 years where our content across social media and YouTube becomes strong enough to start driving top of the funnel traffic, without having to spend money wastefully? These are all high-impact projects with direct accountability for top-level company metrics including:

1. Growth, # of orders (E.g. through unlocking the next 1M users)

2. Experience, (E.g. through innovation, new category identification)

3. Profitability, CM% (E.g. usership, data science unlocks)

4. New Revenue Streams (E.g. through Content as a business)

Were looking for extremely strong first-principles problem solvers, who have a maker / builder within them and want to bring to life consumer insights to revolutionize the service industry.

What can you expect:

- A great work environment with massive ownership and growth opportunities.

- Work closely with the founding and the leadership team on key projects.

- Execute highly scalable applications & implement best.

- Latest tools and technology to get things done provided by the company.

- Health insurance benefits for our employees and their family.

- Growth opportunities within UC via our robust internal mobility program.

- Competitive salary with bi-annual performance reviews.

Urban Company is committed to providing equal opportunities in employment and creating an inclusive work environment. We endeavor to:

- Provide equal and fair opportunities for employment to all qualified applicants.

- 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.

Please note that we are looking for candidates with Prior UAE - Market Experience.