Job Description
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Website: <a href="https://www.abcoffee.in/" style="color:#0563c1; text-decoration:underline" target="_blank"><span style="background:white"><span style="font-family:"Segoe UI",sans-serif"><span style="color:blue">https://www.abcoffee.in</span></span></span></a></span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">They are disrupting the coffee segment by creating a segment in the Grab and Go chain, which</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">is coffee on the Go, setting up brick and mortal units from 40sq ft to 200-250sq ft retail space.</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Disputing the way coffee is consumed, currently have 33 outlets in Mumbai and Delhi (24 in</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Mumbai, 9 in Delhi) opening another 10 in the coming weeks. Goal is to open 300-400 chains</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">in Mumbai and 300-400 chain in Delhi NCR at a mature stage, 150 by end of the year Above</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">60% customer adoption which is a high retention rate among customers which is double the</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">industry average, highly rated. No 1 highest customer rated coffee company in the last 12</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">months in Mumbai & Delhi They now want to scale up. The way they are envisioning the</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">business is that they are putting everything tech first. Transitioning from a traditional brick</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">and mortar F&B business to a digital interface for any coffee consumption in the country. They</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">want to now convert the consumer journey and digitize this experience.</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Funding: Series A - Nexus and Tanglin</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Location – Ville Parle East, Mumbai</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><b>Head of Brand Marketing</b></span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Report to Abhijeet Anand: <a href="https://www.linkedin.com/in/theabhijeetanand/" style="color:#0563c1; text-decoration:underline">https://www.linkedin.com/in/theabhijeetanand/</a></span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><a href="mailto:abhijeet@abcoffee.in" style="color:#0563c1; text-decoration:underline">abhijeet@abcoffee.in</a></span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Role download:</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">work from office role..intense..</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Brand and Marketing manager </span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">built in D2C space</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">need somebody focused in Brand marketing, build the brand language</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">who understand Performance and growth</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">proven 0-1 experience.</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Number of rounds: 1st with Abhijeet > 1 case study round > couple of more rounds with other Partners > last round with TA (on an avg 3-5 rounds)</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><b>NO agency folks</b></span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Head of Brand and Marketing: (brand focused) </span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Seen D2C brand building journey </span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Seen impact of brand in offline and online ecosystem </span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Experience of advertising shall be great</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Hands on experience - 5-10 yrs</span></span></span></p>
<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif">Budget: <50L</span></span></span></p>
