Vedantu - Senior Manager - Category Marketing

Vedantu - India's leading edtech platform is seeking a creative, analytical and enthusiastic Category Marketing Manager to develop, execute and evaluate marketing initiatives at category level. The person will be responsible for driving all category marketing initiatives for new and existing categories of Vedantu which includes but not limited to Test Preparation, Early Learning, and Tuitions.

The successful candidate for this high impact role should be someone who can take ownership and creatively solve problems independently. The candidate must also demonstrate a knack of inspiring great content from creative teams and partners and bring relevant insights in marketing for specific categories. The candidate should be able to show strong commitment and have proven leadership experience in managing projects.

Role & Responsibilities:

- Identify and unearth key category insights that translates into marketing efforts and enhances the customer value

- Should be able to test and iterate campaigns by analyzing data. Should have experience in reporting relevant metrics on campaign performance and document learnings.

- Lead strong cross-functional stakeholder management to develop year round marketing calendar and plan budgeting for the same along with growth and business teams for top of the funnel campaigns

- Understanding of media planning and buying principles both online and offline

- Messaging strategy by touchpoint

- Asset & Content creation for ATL plans

- Consumer & Customer Activation

- Digital strategy, asset creation, content calendar, execution & KPI achievement

- Conceptualize, design and execute online and offline category marketing initiatives to extend awareness of Vedantu's products, services and offerings relevant to each individual category

- Keep track of different competition in each category and benchmark Vedantu's association

- Develop the category marketing playbook in line with overall brand strategy and business goals solving for structural challenges in demand

- Ensure top-notch consumer experience at every consumer touch point actively engaging in optimization of all channels for the business and work with cross functional teams to take the campaign live

- Possess a deep understanding of the category nuances from a consumer POV and be the biggest category advocate and champion with a central brand team.

- Manage own all aspects for new category/product/event launch including GTM strategy, positioning, messaging, pricing, competitive research, internal communication, and sales enablement

Basic Qualifications

- Experience building, executing and scaling cross-functional marketing programs

- Experience in creating content with deep consumer insight

- Experience presenting metrics and progress to goal with stakeholders

- Demonstrated ability of strategic problem solving and creating/building something from scratch

- 5+ years of brand and marketing experience