BYJU's - Manager - Category Development

Context

Byju's has grown at a phenomenal speed with a tremendous potential to grow even faster in the country. We are still at a single digit penetration which is again predominantly from a few hundred top towns. Facing a twin challenge - 1. To extract deeper from the dominant markets and 2. To penetrate uncharted territories, the business is looking at launching a slew of new products. Primarily products which are aimed at sharply addressing specific needs of existing and evolving consumer needs.

For this purpose, Byju's is looking for enthusiastic individuals with an entrepreneurial mindset providing consumer focused product strategies, tactics, insights, and relevant category solutions that would drive the core objectives of the business.

Key Responsibilities

- Create and manage the new product development pipeline for the segment to achieve short-term & long-term growth targets for the business vertical

- Initiate new concepts/products "Ideation" activities to identify uncovered opportunities

- Design compelling product/brand mix by identifying potential opportunities and consumer requirements.

- Mine for customer needs, aspirations, and desires through regular consumer immersions & stakeholder interactions

- Think outside the box in exploring newer dimensions and proposition routes bringing in fresh thinking to the consumer facing & team facing content

- Initiate and design various qualitative & quantitative market research to explore and validate hypothesis, product design, concept product acceptance, product proposition etc.

- Determine product pricing & operating margins by utilizing market research data, reviewing various costs elements like consumer acquisition and sales costs

- Maintain ongoing communication with Brand Strategy and Marketing teams to ensure a thorough understanding of products in pipeline and facilitate in product communication development

- Collaborate cross-functionally across various functions internally (including but not limited to Product, Engineering, Content, Tutoring, Mentoring, and Consumer Experience) and external partners to ensure timely launch of products.

- Responsible for review of key business metrics like Post launch validation of sales and cost performance, Customer/Market feedback, etc.

- Identify various marketing opportunities that allows for the business to scale up / activate specific consumer segments to grow the category

- Stay current on trends and competitors within the ed-tech space across the globe to come up with innovative products for the Indian market

Preferred Qualifications

- Master's degree in Marketing with an MBA from a Top institute

- 4-6 years' overall experience with at least 2 years' experience in brand management/new product development in CPG organization

- Strong creative thinking skills and ability to think conceptually

- Good Communication Skill