Urban Company - Brand Manager (2-4 yrs)
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 beauty treatments, haircuts, massage therapy, cleaning, plumbing, carpentry, appliance repair, painting 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 started out as UrbanClap in Nov 2014, when its founders, Abhiraj, Raghav and Varun realized that the home services industry was predominantly unorganized, fragmented and offline. Customers found it difficult to avail quality services in a convenient manner, and service professionals were struggling to make ends meet, having to rely upon several middlemen, contractors, and local aggregators. The founders felt that the industry was ripe for disruption, and launched Urban Company, with three key principles in mind -
- Customer love: Build a platform that offers truly delightful and differentiated services
- Partner empowerment: Build a deep, full-stack partnership with service partners, helping improve their earnings and overall livelihood
- Technology first: Bring innovation and technology to an age-old industry
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.
"Our Mission is to empower millions of service professionals by delivering services at-home in a way that has never been experienced 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 -
1) Training & Certification
3) Supplies and products
4) Insurance and Financing support
5) Market access and brand
Scale of Operations and Growth Outlook:
Urban Company is present in the top 47 cities in India, and 9 cities internationally. The platform serves approximately 1.5 million+ customer bookings every month through a fleet of 40,000 highly trained service professionals, for a variety of home service needs. The business is growing rapidly at >75% YoY, and has demonstrated significant resilience in the last two years despite the COVID-19 pandemic (Urban Company was awarded The Economic Times Startup Award for COVID led business transformation in 2021, read more here).
The company has raised significant growth capital last year, which is still untouched and sitting in the bank, and has a very clear path to profitability for its India business over the next few quarters. Its frugal approach and years of secured runaway allows the UC team to build with a multi-year horizon in mind, while focusing on growth with profitability.
About the 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.
About the role:
The Brand Managers at UC own and deliver the growth and business outcomes of a large business unit at UC. They engage with multi-functional teams and agency partners to develop and execute strategies for the business's success. They lead a mix of Marketing projects enabling them to show the breadth and depth of their leadership. They need to derive consumer insights, 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:
Responsibilities will include (but not limited to):
A. Solving Design Problems:
- Product/Offering - Building the right service offering closely with the business team. Eg:
- Should we launch a new female waxing variant in South India?
- Should we launch video consulting for Appliance Repairs?
- Do we need an extended warranty with repairs?
- Which is the next innovation we can pilot in facials etc.
Price - Working with the business team to define the optimum pricing constructs to maximize Revenues. Eg: What is the marginal cost of servicing the second AC and what should be the right price we should charge the consumer, what is our price against our competitors etc.
Packaging - Does our App (storefront) have the right information/demonstration to solve all the underlying consumer queries? Is our flow watertight? Are the images apt? Eg: In a Salon Luxury variant, how do we communicate luxury through the right images and nomenclature?
B. Solving Deployment Problems
Proposition: "Why" would someone consider you over other alternatives? What is the payoff for the consumer, what is the insight around it and how do we structure our nudge in a way that lands it. Eg: UC's new low-pain roll on waxing, Get 2X faster cooling with UC's AC servicing
Place: Ensuring the demand-supply match across key markets. Do we have the right depth of supply where there is demand and are we building enough reach within our TG where we have excess supply
Promotions: Deploying the marketing budget towards a mix of the right channels and insights based on the proposition. The channels may include a mix of online and offline channels, including strategic partnerships.
What we'll need:
- 2+ years of relevant experience with high scale start ups or FMCGs
- Bachelor's/PG degree or equivalent in Marketing
What to expect :
- A hockey stick curve for learning and growth
- Strong ownership and freedom to fail
- A high performance, high velocity growth environment
- Rubbing shoulders with some of the smartest folks in the ecosystem
- A dynamic culture of getting things done
- A culture of 'doers' and not 'approvers'