Virohan - Head - Brand & Communication

What you'll be responsible for:

Defining a brand strategy, for Virohan:

When to market to which consumer, with what messaging, across paid, owned & earned media touchpoints, in the form of a marketing calendar.

Which media touchpoints to be active & present on - by understanding media & information consumption habits of our consumer, for education, upskilling & related decisions, or otherwise.

Building a consumer intelligence powerhouse - so far, marketing at Virohan has been synonymous with performance marketing - conversion-optimized, trial & error based, and iterative. The team's understanding of their consumer is primitive, and first-principally aligned to business.

You will be expected to turn this around:

- Understand who the consumer is - define a (few) consumer personas

- Define seasonality for the brand & how it affects the nature of demand

- Establish a Brand Health Track - and how it evolves with seasonality

- Identify Triggers, Barriers & RTBs at every consumer touchpoint, across the funnel

- Owning all consumer-facing communication across all touchpoints in the marketing funnel:

Top Funnel - Facebook Ads, Search Ads, ATL, BTL, Social Media, Blogs & PR

Mid-Funnel: Owned & Earned Media - Website, App, SMS, Whatsapp, App Notifications

Bottom-Funnel - across 15+ colleges:

- Campus Branding - Signages, Banners, Backdrops, Tent Cards

- Take-home Collateral - Brochures, Leaflets, Dockets, Flyers

- You have 4+ years of work experience in brand management & consumer research, with 2+ years of doing this with a startup

- You are a design thinker - who understands what truly moves and influences consumers - ideally, a good mix of left and right brained thinking.

- Marketing Budget is not in input to your decision-making - you are happy to work within constraints, grow with the brand &

- You love numbers & objectivity, you seek problem solving opportunities with a rational approach

- You are obsessed with detail & often spot opportunities by paying attention to detail.

- You have a strong ability to communicate and work across functions.

- You like to get your hands dirty.