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AGM - Product & GTM Lead Digital Store

Job Req ID:  11955

Mumbai, IN

Function:  Marketing/Digital


Product Lead – Digital Store (Reselling)

Job Level / Designation

M2 / AGM

Function / Department

Corporate Marketing | Digital Content, Partnerships & Asset Monetization


Corporate Office, Mumbai

Context for the new role

One of the strategic focus for VIL is to expand its digital footprint and find ways to monetize it as well. One of the key elements of this plan is to set-up and drive a RESELLING agenda, ie we collaborate with partners to sell their products & services through our digital channels to be able to monetize the digital traffic on our assets. This will involve both, selling partner products / services as-is as well as customised or white-labelled products. The target categories for this will be OTT, insurance / fin-tech services, digital security solutions, cloud solutions, ed-tech solutions, digital health solutions, etc. Here, we will have a wide array of partnerships, largely with established brands and some will be more of green-field wherein we will work with the partner to develop unique white-labelled solutions exclusively for Vi consumers. This involves setting up a new API platform on the tech front for partner on-boarding, and creating a digital store at the front-end. This will at some stage also involve hiving this business off into a separate entity.

The key metric that this agenda is expected to deliver is – incremental revenue and retention of digital users.


Job purpose

Create a state-of-the-art DIGITAL STORE, drive the whole design & set-up of the API platform, onboard partner products / services into the Digital Store and drive sales to deliver the desired revenue from the entire reselling agenda.


Key Result Areas/Accountabilities

  • Drive the delivery of API platform and the Digital Store as per the blue-print
  • Work with the technology teams to create and operate the API platform
  • Work with the Digital Team to set-up the Digital Store – design the user journeys, create ingress from various customer journeys across digital channels – Vi app, website, VI MTV, other apps
  • Create & drive the GTM for Digital Store - comms elements, outreach through various channels, integration with CVM, social connect. Work with the prepaid & postpaid product & CVM teams to identify opportunities for embedding with core products / journeys / campaigns
  • Manage top & bottom of the funnel – drive traffic, improve conversions. Work with partners to create exclusive offers, Create digital events
  • Monitor performance, take necessary course correction, deliver on the target revenue, manage NPS


Key Performance Indicators

  • Platform & Digital Store delivery
  • Revenue
  • Digital MAU


Core Competencies, Knowledge, Experience

Deep understanding of consumer behaviour, Digital Marketing (SEO, SEM), Analytical & Creative Thinking, Leadership & Team Work, strong ability to drive Negotiation, Persuasive, Nurturing professional relationships, Greater marketplace understanding, Industry/market knowledge and expertise, Expert in marketing communications, Nimble, Broad Perspective


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

Must have technical / professional qualifications

MBA preferred

Years of Experience

8-10 years

Industries to look from

FMCG, e-commerce, digital start-ups, Financial Services, Fintech, VCs

Ideal Organizations to look from

Amazon, Flipkart, Samsung, Apple, Swiggy, Zomato, Uber, Unacademy, Byju’s, Google, Facebook and the likes

Team Size

individual contributor

Business Size

INR 500 Cr+ top line

INR 100 Cr margin income for VIL