Senior Brand Manager

2 weeks ago

Bengaluru, India Ola Full time

About OLA:

OLA is a vertically integrated mobility group across products (personal mobility), services (ride-hailing and financial services), and technology (cell, software, autonomous, artificial intelligence) and building sustainable mobility for the world.


OLA ride-hailing is India’s largest mobility platform and one of the world’s largest ride-hailing companies, serving 250+ cities across India, Australia, New Zealand, and the UK.


The OLA app offers mobility solutions by connecting customers to drivers and a wide range of vehicles across bikes, auto-rickshaws, metered taxis, and cabs, enabling convenience and transparency for hundreds of millions of consumers and over 1.5 million driver-partners.


OLA’s core mobility offering in India is supplemented by its electric-vehicle arm, OLA Electric; launched in Aug 2021, and by Apr 2022 it was the #1 selling electric 2W company in the country. Currently, there are more than 250K scooters on the road, a number that is constantly increasing. With control of technologies end-to-end, D2C model, and product roadmap to address consumer needs of personal mobility across price segments and form factors, OLA Electric is disrupting traditional automobile OEMs in the country.


OLA also extends its consumer offerings like micro-insurance, credit-led payments, and other financial products through OLA Financial Services which complements both ride-hailing and EV business.


Job Summary

As a Senior Brand Manager at Ola Cabs, you will play a crucial role in shaping the brand perception and driving growth across both the supply (drivers) and demand (customer) sides of our business. You will collaborate closely with the category and sales teams to develop and execute innovative brand strategies that resonate with our target audience and contribute to our overall business objectives and revenue.


Key Responsibilities:

1. Brand Strategy and Positioning

- Develop and execute comprehensive brand strategies to enhance Ola's brand positioning and differentiation in the market.

- Define and articulate Ola's brand identity, values, and messaging across various touch points including InApp, CLM, Social, Emailer, Performance Ads, WhatsApp etc.

2. Driver Engagement

- Design and implement initiatives to enhance driver satisfaction, retention, onboarding and loyalty etc.

- Collaborate with internal stakeholders (sales and category) to address drivers' needs and concerns effectively

- Work closely with the team on the timely execution of the campaigns

3. Customer Acquisition and Retention

- Lead efforts to build awareness, engage, and retain customers through impactful marketing campaigns and initiatives across the category.

- Analyze customer insights and market trends to identify opportunities for driving customer growth across channels.

4. Campaign Management

- Conceptualize and execute integrated marketing campaigns across Inapp and other channels to drive brand awareness and engagement.

- Planning the comms and monitor campaign performance and optimize strategies based on key metrics and insights.

5. Cross-Functional Collaboration

- Work closely with cross-functional teams, including category management, sales, operations, and product, to align the various initiatives with business objectives and priorities.

- Collaborate with internal and external creative agencies to develop compelling brand assets and campaigns for all categories.

6. Market Research and Analysis

- Work with an agency to conduct market research, competitor analysis, and consumer studies to gain insights into market dynamics and customer preferences.

- Have data-driven approaches to track brand performance and measure the effectiveness of marketing initiatives.

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