Head - Growth - EdTech Business

About the product which needs to be sold:

- English proficiency is an aspiration for the majority of the Indian population, yet access to quality English learning resources remains limited.

- Our spoken English product aims to address this gap by offering a 24/7 AI tutor accessible to anyone with a mobile device at an extremely affordable price.

- This is an affordable offering (<Rs.5000 ticket size) targeting the masses.

- This product has the potential to transform the lives of hundreds of millions of people by granting them access to a top-notch English tutor.

Who are we looking for?

We are in search of a Head Of Growth who embodies the spirit of David Ogilvy, the father of advertising. The ideal candidate will have a knack for understanding the consumer's pulse and the expertise to position our innovative AI tutors effectively. Your mission will be to take a novel concept, one that people have no prior mental model for, and transform it into an accepted and embraced solution.

Key Traits:

- Exceptional ability to position products and convey clear, compelling messages.

- Deep understanding of consumer behavior and market dynamics.

- Expertise in using data to inform and refine advertising strategies.

- A creative yet scientific approach to marketing.

- First principles thinking.

- Fearlessness in pursuing hard and audacious goals.

- Highly data-oriented mindset.

- Willingness to try numerous experiments.

- Persistence and resilience; won't give up easily.

- Strong brand and product positioning skills.

- Experience working with celebrities and building brands.

- Good taste and aesthetic sense.

- High level of ownership; should be the first to worry when the funnel breaks.

- Excellent customer understanding.

Desired Previous Experience:

1. First-principled problem-solving experience across growth functions at fast-paced hyper growth startups.

2. Worked in an organization that integrated both marketing and sales functions.

3. At Supernova we sell affordable products to the masses, Experience selling to mainstream India and not just the top 5% is preferred.

4. Ours is also a low LTV product (<10k LTV) so we need our CACs to be at Rs.1000 or so, which is where we are today. So knowing how to target the masses and get conversions at low CACs and good ROAS is preferred.

5. Experience in handling performance marketing channels - Facebook Ads, Google Ads, etc., preferably in an Edtech startup.

6. Experience in working with influencers and running high quality influencer marketing campaigns for brand building and acquisition will be preferred, though not mandatory.

7. Experience in developing content and content marketing strategies to build a brand and get leads via social media channels like Facebook, Instagram, LinkedIn and others to drive growth.

8. Knowing both Tamil & Hindi languages would be a good to have

9. Has experience in working in organisations with both sales & marketing functions.

10. Experienced with brand building & product positioning

11. Familiarity with Whatsapp-based growth strategies and funnels will be preferred, though not mandatory.

12. Experience in offline marketing and working with tier 2 & 3 consumers will be preferred, though not mandatory.

Roles and Responsibilities:

1. Develop and execute a comprehensive growth strategy:

- Collaborate with the executive team to define growth goals and objectives.

- Identify key performance marketing channels, including Facebook Ads, Google Ads, and others, to drive customer acquisition and revenue growth.

- Create and implement data-driven strategies to optimize campaign performance, conversion rates, and return on investment (ROI).

1. Performance marketing and advertising:

- Oversee and manage all performance marketing channels, including Facebook
Ads and Google Ads, to drive targeted traffic, conversions, and revenue growth.

- Develop and implement A/B testing strategies to optimize campaign performance and improve key metrics such as click-through rates (CTR), cost per acquisition (CPA), and return on ad spend (ROAS).

- Analyse campaign data, generate insights, and provide recommendations for ongoing optimization and improvement.

1. Brand building and positioning:

- Develop and execute brand-building strategies to enhance brand awareness, perception, and customer loyalty.

- Work closely with the marketing and creative teams to ensure brand consistency across all touch points, including advertising campaigns, social media channels, and content marketing initiatives.

- Monitor industry trends, market competition, and customer preferences to inform brand positioning and differentiation strategies.

1. Influencer marketing and partnerships:

- Identify and collaborate with relevant influencers, bloggers, and industry partners to drive brand awareness, reach new audiences, and generate meaningful engagement.

- Develop and manage influencer marketing campaigns, including negotiation, contract management, and performance tracking.

- Track and analyse the effectiveness of influencer campaigns and partnerships, making data-driven decisions for future collaborations.

1. Social media management: (Not mandatory but a good to have)

- Oversee the company's social media presence across various platforms, including content strategy, community management, and engagement.

- Monitor social media performance, analyze metrics, and generate insights to optimize content strategy and drive engagement and growth.

- Stay up-to-date with social media trends, platform updates, and emerging technologies to leverage new opportunities for growth.

Roadmap for the Role:

First 6 Months:

- Set up and manage a high-performing marketing team.

- Define and establish the brand and positioning of Supernova.

- Potentially secure a celebrity face for our brand.

- Increase Tamil Nadu revenue to 2 crore per month from the current 70 lakh.

- Maintain or improve Return on Ad Spend (ROAS) while scaling revenue.

By the End of Year 1:

- Establish a marketing playbook and expand operations to multiple states.

- Develop and execute offline marketing strategies for brand awareness and revenue growth.

- Achieve 5 crore monthly revenue across 4 states.

- Identify and develop new marketing funnels and channels.

KPI's:

- Reducing Customer Acquisition Costs

- Revenue Growth