AGM – Specialist Education & Jobs

Role

Category Specialist – Education & Jobs

Job Level / Designation

M2 / AGM

Function / Department

Corporate Marketing | Digital Content, Partnerships & Asset Monetization

Location

Corporate Office, Mumbai

Context for the new role

Post the merger, VIL, until recently, continued to operate with its 2 individual brands in the market – Idea & Vodafone. VIL underwent a rebranding exercise in Sep’20 and launched its new brand – Vi.

The brand ‘Vi’ believes in the power of collaboration and the ability to unlock endless possibilities for all stakeholders. The targeted positioning for Vi is ‘together for tomorrow’, ie ‘helping you to create a better tomorrow’, ‘helping you unlock endless possibilities’, ‘partnering in your progress’ OR ‘helping you THRIVE’.  

VIL will strive to cement this positioning in the minds of the consumers over next few years and this will, therefore, have to reflect in whatever we does, whatever we communicate.

As a strategic approach towards this objective, VIL will strive to create differentiated programs & propositions in spaces like education, jobs, health, business enhancement, etc, each targeted and designed for a very specific target group, to be able to bring alive its brand promise – helping you thrive! These will be CURATED EXPERIENCES designed & created by VIL exclusively for its consumers to bring them something different & meaningful that could be a means for them to realise their dreams, to progress.

The route to create such programs / propositions will be through strategic & deep partnerships. The potential partners that we would be looking at would be the ones who are expert in these spaces, predominantly the digital start-ups. We would be looking at long-term partnerships with a minimum plan for next 3 years clearly carved out, and the solutions will be deeply embedded with VIL ecosystem such that these are at the front & centre of VIL’s market play. These will have to be designed to create a minimum scale to be able to make a meaningful impact in our journey to the desired brand positioning.

As this is going to be key strategic focus for us, we have decided to create a separate dedicated vertical to build & manage this agenda.

Given that there is no precedence of VIL creating such programs, this will require a fair amount of blue sky thinking, getting a deep understanding of the target consumer segment – their aspirations and the need states; understanding the target category (jobs, education, etc), carrying out a due diligence of key players in each of the target categories, understanding their business models, their vision; conceptualising end-to-end propositions, jointly creating the program design, weave a revenue model around it, driving the tech integration, negotiating partnership terms, create & own the entire go-to-market for such propositions. One of the key aspects for the success of this agenda will also be the ability of the incumbent teams here to drive this with the larger organization.

The key metric that this agenda is expected to deliver is – brand scores, VIL’s share in the target segments and digital MAU on VIL’s digital assets, eventually showing up in core business in form of higher UL & 4G extraction.

Job purpose

To support the CURATED EXPERIENCES agenda in Education & Jobs categories.

Help create & deliver differentiated programs & propositions along with the selected partners.

Key Result Areas/Accountabilities

• Study & get a deep understanding of the target categories – grey/blue collared jobs, test-prep, skilling & English Learning – the market size, potential, growth prospects in near / mid & long-term, current & expected market dynamics, key players and their business models & performance.
• Work with the selected partners on possible concepts and design the joint program / proposition.
• Work with the Category Lead in executing the partnership blue-print. Execute the project plan – lead the tech integration, content creation / procurement by the partner, design user journeys, customer processes across support systems
• Drive the GTM –outreach through various channels, CVM Campaigns, monitor campaign performance, drive cadence with various cross-functional teams and the partner teams
• Monitor program performance

Key Performance Indicators

• Project delivery as per plan
• GTM execution as per plan
• Digital MAU
• brand scores
• VI’s share gain in target segment
• Revenue
• UL / 4G adds

Core Competencies, Knowledge, Experience

Understanding of consumer behaviour, Analytical & Creative Thinking, Team Work, Persuasive, Greater marketplace understanding, Expert in marketing communications, Nimble, Broad Perspective

Adequate experience in Sales & Marketing / Business Development / Partnership roles in FMCG, eCommerce, Digital Start-ups, Strategic Marketing roles

Must have technical / professional qualifications

MBA preferred

Years of Experience

4-5 years

Industries to look from

FMCG, e-commerce, digital start-ups, Financial Services, Fintech

Ideal Organizations to look from

Amazon, Flipkart, Samsung, Apple, Swiggy, Zomato, Uber, Unacademy, Byju’s, Google, Facebook and the likes

Direct reports

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