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Director, Marketing (K3/US)

ABOUT BYJU’S

Byju’s is one of the leading EdTech companies globally. It was founded on the core philosophy of making learning fun and developing a life-long love for learning in young minds. Since the launch of the Byju’s mobile app in 2015, the personalized curriculum learning product targeting the Grade 4-12 DTC market in India has been successful in establishing a subscription model in India and is currently growing at 100+% year over year. The Company was valued at $10+ billion in its last round of funding and counts marquee global investors including Sequoia Capital, General Atlantic, Bond Capital, CPPIB and Chen Zuckerberg Initiative.

Byju’s is now aggressively building its international business. In early 2019, Byju’s recently acquired Osmo, a Silicon Valley based company that offers a suite of ‘learning through play’ products targeting 3-12 year old’s, leveraging proprietary computer vision technology. Osmo’s technology has also been assimilated into Byju’s core learning products for an integrated experience. Byju’s has also partnered with a Leading Media Brand, to develop a Co-Branded product with a Leading Media Brand deeply integrated for the K-3 learner. The product recently launched in the India market and NA launch is planned for later in the year with plans to extend it to other English speaking markets.

THE ROLE

Byju’s is aggressively looking to build its international business and has been strengthening its team with US as a key market. The Marketing Director role will enable the success of the K3 (Byju’s Early Learning App featuring a Leading Media Brand) initiative through launch and subsequent scale up of the business in close collaboration with the vertical teams within Osmo and Byju’s. This position will be responsible for the revenue of the product and will play the key role in setting the direction for the brand and the product and driving the Go-To-Market Initiatives.

Responsibilities

• Driving consumer understanding - understand the consumer and other stakeholders such as teachers, conduct Market and Customer research and gather relevant consumer and category insights.
• Work closely with the product team in US and India to translate consumer insights and market feedback to create the optimal product-market fit.
• Leverage insights and appropriate market information, including competitive assessment, to craft a well-articulated value proposition for the product to address market need and driver overall success.
• Devise and execute the GTM market strategy and pilot new methodologies across channels and explore partnerships to aid discovery.
• Help develop the appropriate pricing framework for the product.
• Drive marketing and brand communication and execution for the K-3 product in US.
• Digital marketing strategy
• Detailed communication plan
• ATL campaigns including TV
• Agency relationships
• Development of all creative elements from product packaging, communication, merchandising, social, advertising, TV, web etc.
• Track and monitor efficacy of the marketing programs
• Ensure alignment with a Leading Media Brand (product is developed in a licensing partnership) on PR, Branding, Communication and Marketing
• Drive downloads and conversions and continue to innovate on growth

Requirements

• Bachelor’s Degree in Marketing or Equivalent Experience
• 10+ years relevant Marketing and GTM experience with progressive levels of responsibility;
• Experience with a top consumer business (consumer goods or Internet) driving marketing while also being exposed to sales. Entrepreneurial experience and experience in Education businesses would also be valued
• Experience in both strategic and execution-oriented roles
• Experience in US and Canada
• Willingness and ability to travel
• Ability to see the big picture while also defining and driving specific actions on an aggressive timeline
• Exceptional business acumen, analytical rigor and cross-cultural understanding
• Ability to deal with ambiguity and strong relationship and communication skills
• Lead when needed and Do when needed; High bias for action
• The ideal candidate is a flexible, well-rounded leader with marketing, sales, outreach or partnership experience in consumer-facing businesses
• Strong communication and decision-making
• High energy, confident and capable self-starter; can operate with limited supervision
• Team player; ability to work well with a diverse set of people and drive consensus