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08/11 HR
HR at Urban Company

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Urban Company - Director - Marketing (8-12 yrs)

Gurgaon/Gurugram Job Code: 1177324

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, Australia, 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

2) Technology

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.

Our Commitment to Building a Diverse and Inclusive Workplace:

- 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.

About the Team - Growth/Marketing team

Urban Company's India business is divided into two large lines of businesses with 5 key business verticals and 11 core categories. Each category has independent user offering and supply pool and is led by a business head.

Marketing: Led by Abhinav Tyagi (SVP of Marketing) works on delivering growth of the platform anchored on the following three strategies:

- More Users

- More Usage

- More Value

The team is divided into category verticals and horizontal capabilities which work across verticals

1. Category Verticals :

- Beauty and Wellness Growth

- Salon for Women

- Massage at home and Men's Grooming

- Home Repairs and Maintenance Growth

- All repairs including small and large appliances

- Painting, Cleaning and Pest Control

2. Horizontal Capabilities :

- GTM excellence - Digital and Offline for all businesses

- Brand, Creatives, Communications and Content

- Social Media, Content, PR

- Analytics and Consumer Intelligence

Each business and capability vertical are in different stages of build and the challenges are different. Some like Hair Services within salon for Women have been recently launched and hence need a 0-1 focus and other categories like Handyman and Men's Grooming are scaled categories which need deeper consumer understanding.

About the Role - Director Growth & Marketing

- At UC Marketing, you'll be operating at the intersection of business, technology (engineering, design, data) and the user to unlock the consumer insights to power UC's growth. Apart from the 6Ps of growth, this could you a flavor of some challenges the team is working on:

- Unlocking the next 50M users: How do we become relevant for the next 50 Million users of India? Will our current value propositions of predictability and convenience suffice, or do we need something radically different?

- Improving Usership: How do we go from being an occasional service to the go-to partner for all consumers for all their service requirements? them and want to bring to life consumer insights to revolutionize the service industry

- 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 pricingbased 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 partnering with Apartment Complexes? How do we identify the next big innovation like a Roll-on Wax equivalent or a Powerjet AC servicing Equivalent?

Attaining Undisputed Market leadership in Established businesses: For example :

Today, we are the largest Salon services provider in India but are still at sub 2% market share. How do we get to 20% market share in the next 2 years to become the preferred Salon of 15 million women in India?

Content as a means to drive business: Can we get to a situation in 3-4 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:

- Growth, # of orders (eg through unlocking the next 50M users)

- Experience, (eg through innovation, new category identification)

- Profitability, CM% (eg usership, data science unlocks)

- New Revenue Streams (eg through Content as a business)

We're 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

Women-friendly workplace:

Maternity and Paternity Benefits

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