AGM Category Specialist - Curated Experiences

Job Req ID:  40690

Mumbai, IN

Function:  Marketing/Digital

Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. It is India’s leading telecom service provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platform. With the large spectrum portfolio to support the growing demand for data and voice, the company is committed to deliver delightful customer experiences and contribute towards creating a truly ‘Digital India’ by enabling millions of citizens to connect and build a better tomorrow. The Company is developing infrastructure to introduce newer and smarter technologies, making both retail and enterprise customers future ready with innovative offerings, conveniently accessible through an ecosystem of digital channels as well as extensive on-ground presence. The Company is listed on National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India.


Category Specialist, Curated Experiences, Partnerships & Growth, Digital

Job Level / Designation


Function / Department

Partnerships & Growth, Digital | Digital Content, Partnerships & Asset Monetization


Corporate Office, Mumbai

Context for the new role

Post the merger, VIL, until recently, continued to operate with its 2 individual brands in the market – Idea & Vodafone. VIL underwent a rebranding exercise in Sep’20 and launched its new brand – Vi.

The brand ‘Vi’ believes in the power of collaboration and the ability to unlock endless possibilities for all stakeholders. The targeted positioning for Vi is ‘together for tomorrow’, ie ‘helping you to create a better tomorrow’, ‘helping you unlock endless possibilities’, ‘partnering in your progress’ OR ‘helping you THRIVE’.  

VIL will strive to cement this positioning in the minds of the consumers over next few years and this will, therefore, have to reflect in whatever we does, whatever we communicate.

As a strategic approach towards this objective, VIL will strive to create differentiated programs & propositions in spaces like education, jobs, health, business enhancement, agriculture etc, each targeted and designed for a very specific target group, to be able to bring alive its brand promise – helping you thrive! These will be CURATED EXPERIENCES designed & created by VIL exclusively for its consumers to bring them something different & meaningful that could be a means for them to realise their dreams, to progress.

The route to create such programs / propositions will be through strategic & deep partnerships. The potential partners that we would be looking at would be the ones who are expert in these spaces, predominantly the digital start-ups. We would be looking at long-term partnerships with a minimum plan for next 3 years clearly carved out, and the solutions will be deeply embedded with VIL ecosystem such that these are at the front & centre of VIL’s market play. These will have to be designed to create a minimum scale to be able to make a meaningful impact in our journey to the desired brand positioning.

As this is going to be key strategic focus for us, we have decided to create a separate dedicated vertical to build & manage this agenda.

Given that there is no precedence of VIL creating such programs, this will require a fair amount of blue sky thinking, getting a deep understanding of the target consumer segment – their aspirations and the need states; understanding the target category (Jobs/ Education/ Preventive Health/ Diagnostics/ Agriculture, etc), carrying out a due diligence of key players in each of the target categories, understanding their business models, their vision; conceptualising end-to-end propositions, jointly creating the program design, weave a revenue model around it, driving the tech integration, negotiating partnership terms, create & own the entire go-to-market for such propositions. One of the key aspects for the success of this agenda will also be the ability of the incumbent teams here to drive this with the larger organization.

The key metric that this agenda is expected to deliver is – brand scores, VIL’s share in the target segments and digital MAU on VIL’s digital assets, eventually showing up in core business in form of higher Unlimited usage & Data extraction


Job purpose

To support the entire CURATED EXPERIENCES agenda in various categories.

Create truly differentiated programs & propositions through long-term strategic partnerships to help us bring alive our Brand Promise, Grow Digital MAU & drive Monetization.


Key Result Areas/Accountabilities

  • Study consumer behaviour, their attitude, sentiments, turn-ons / turn-offs, deep desires to be able to clearly identify the key need states & the unmet needs for Target segment
  • Execute the GTM for each of the program – comms elements, outreach through various channels and integration with CVM, social connect, PR, engagement drivers.
  • Monitor program performance, take necessary course correction, deliver on key metrics
  • Engage with potential partners, understand their business models, their vision, experience their products, collect end user feedback, create an assessment report to facilitate partner selection
  • Drive the entire project to delivery – tech integration, content creation / procurement by the partner, user journeys, integration with core telco products, wherever possible / desired
  • Study & get a deep understanding of the target categories – preventive health care, quick diagnostics, relevant vitals etc. – the market size, potential, growth prospects in near / mid & long-term, current & expected market dynamics, key players and their business models & performance

Key Performance Indicators

  • Digital MAU
  • Brand scores
  • VI’s share gain in target segment
  • Revenue
  • UL adds

Core Competencies, Knowledge, Experience

Deep understanding of consumer behaviour, Analytical & Creative Thinking, Leadership & Team Work, Persuasive, Industry/market knowledge and expertise, Expert in marketing communications, Nimble, Broad Perspective


Adequate experience in Sales & Marketing / Business Development / Partnership/ Growth roles in eCommerce, Digital Start-ups, Digital first businesses, Strategic Marketing

Must have technical / professional qualifications

MBA preferred

Years of Experience

2-5 years

Industries to look from


e-commerce, Digital start-ups, Digital first businesses (Banking/ Fintech/ Lifestyle/ Food/ Clothing/ Health/ Education)

Direct reports



Vodafone Idea Limited (formerly Idea Cellular Limited)
An Aditya Birla Group & Vodafone partnership