BYJU's - Head - Category Development

Head of Category Development

Context :

Byju's has grown at a rapid clip and still has tremendous headroom to grow (with a single digit share of the category). With a slew of new products aimed at sharply addressing segment specific needs of existing and new segments we are well placed. Given the slew of segments and diversity across the segments Byju's will move towards focusing deeply on segments. We will bring on board business managers who will focus on driving exponential profitable growth of the segment

To lead the team of business managers we will bring on board a head of category management. He will own the agenda of developing new offers and products/services as well as strengthening current products/ offers and services that help us meet the needs of customer better for each segment. For each segment he/she will help us become the most preferred and most widely used brand with a disproportionate share of the market.

- She/he will lead a team of 6 business managers with the following portfolio

- 4-7 : Premium |Mass Market | Next Billion

- 8-10 : Premium| Mass Market | Next Billion

- Further, he will work with many peers across the business to meet business aspirations.

- The key ones being : Head of Brand Management | Head of Pre Sales | Head of Sales | Platform Heads | Head of Service Delivery and Customer Engagement

Key Responsibilities :

- Drive exponential profitable growth for the assigned segment by taking a 360 approach that would include but not be restricted to

- Being the voice of the customer

- Understanding customer needs and pain points from the category (after school interventions) - articulated and not explicitly stated. Be the voice of the customer for the rest of the organization. Understand his life on a day to day basis , understand expectations from the category, sought brand promise/ task that the category performs and key elements of delivery against the promise

- Articulate key sub segments within the broader segment

- Articulate how the product-service experience needs to be shaped to reflect the varying needs of the segment

- Understand what drives consumption of offline tuition. Drivers of satisfaction and pain points

- Understand what drives consumption of Byju's products. Drivers of satisfaction and pain points

- What is needed for Byju's to be the most preferred and most widely consumed provider of after school services for the overall segment as well as sub segments:

How does Byju's win against other online and offline players?

Build the desired customer offer and experience :

- Pilot and scale new product ideas, new service offers. Marry agility with scale

- Address customer pain points with our current offers

- Ensure that our products and offers are best placed to meet customer expectations from the category

Win in the market :

- Work with brand and marketing teams to

- Craft campaigns that bring the offer to live

- Mass media campaigns

- Partner driven campaigns

- On ground activities

- Drive all funnel linked metrics - awareness, consideration, downloads, free usage, paid usage , revenue per user, life time value

- Work with the sales team to maximize their productivity for your suite of products. Partner them to meet your new paid customer and revenue aspirations

- Work with the mentor and tutor team to ensure customer satisfaction, delivery against jointly agreed goals, customer retention, monetization through the lifetime (life time value)

Drive profitable growth :

- Identify and implement drivers for reducing SAC (absolute and as a percentage of life time value): For the current sales process (Lowering cost per lead, greater lead conversion, higher revenue per sale) and through new modes of selling (out calling/ pre sales, mentor lead etc.)

- Identify and implement drivers for enhancing customer lifetime value - upselling through mentors/ out calling team

Candidate Profile :

- Overall experience of 12-16 years across

- New product innovation/ management in an FMCG or a similar set up

- Brand management in an FMCG or a similar set up

- Consulting experience in consumer goods/ services

- Entrepreneurial stints in consumer internet space

Key Abilities :

- Ability to mine consumer insights and convert them into product concepts

- Build new products/ offers through rapid experiments and agile scale up

- Craft activation campaigns (Digital and offline) that resonate with the customers

- Partner the sales team for driving greater conversion and sales

- Work with large cross functional teams and influence them with thought leadership

- Taking ownership for ambitious growth plans and delivering against the same

- Ensuring profitability by staying focused on all elements of unit economics