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GM - Lead Agriculture & Health

Job Req ID:  11927

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.

Job description


Category Lead – Agriculture & Health

Job Level / Designation

General Manager

Function / Department

Corporate Marketing | Digital Content, Partnerships & Asset Monetization


Corporate Office, Mumbai

Context for the new role

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’, i.e. ‘helping you to create a better tomorrow’, ‘helping you unlock endless possibilities’, ‘partnering in your progress’ OR ‘helping you THRIVE’.  

As a strategic approach towards this objective, VIL will strive to create differentiated programs & propositions in spaces like education, jobs, health, agriculture, business enhancement etc., each targeted and designed for a very specific target group, to be able to bring alive its brand promise. These unique programs will all come together on the Vi app, under a distinct identity (sub-brand). And the work-stream that drives this agenda is labelled as CURATED EXPERIENCES.

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 building long-term strategic partnerships with these entities, with a clear roadmap for the next 24-36 months.

The Category Lead role 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 categories, carrying out a due diligence of key players in each of the target categories, understanding their business models, conceptualising end-to-end propositions, jointly creating the program design, weave a revenue model around it, driving the tech integration and lastly - create & own the entire go-to-market for such propositions.

The first set of categories and their propositions will be launched in December ‘21. Post which, VIL will continue to build with new categories, propositions and product enhancements.


Job purpose


To lead the Health & Agriculture categories in the CURATED EXPERIENCES function.

  • 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, triggers / barriers, deep desires to be able to clearly identify the key need states & the unmet needs of the target consumer group for these categories
  • Study & get a deep understanding of the target categories – agriculture & health / wellness – the market size, potential, growth prospects in near / mid & long-term, current & expected market dynamics, key players and their business models & performance.
  • Engage with potential partners & conduct a due diligence - understand their business models, their vision, experience their products, their P&L /growth potential, collect end user feedback,  - to facilitate partner selection
  • Work with the selected partner on possible concepts and design the joint program / proposition
  • Create a comprehensive blue-print of the proposition - joint operating model, define program deliverables and clear roles & responsibilities between VIL & partner.
  • Drive the entire project to delivery – tech integration, content creation / procurement by the partner, user journeys, integration with core telco products, wherever possible / desired
  • Create & drive the GTM for each of the program – communication elements, outreach through various channels – digital assets & traditional telco channels, social connect, PR, engagement drivers.
  • Drive business delivery - monitor program performance, take necessary course correction, deliver on key metrics


Key Performance Indicators


  • Digital MAU
  • Brand consideration
  • VI’s share gain in target segment
  • Revenue
  • UL / 4G adds

Core Competencies, Knowledge, Experience


  1. Experience in conceptualizing, launching & scaling new categories / products / services
  2. Experience in building engagement on Digital assets (app, web)
  3. Experience in go-to-market development & deployment
  4. Experience in health or agriculture-related categories will be an added advantage

Must have technical / professional qualifications

MBA preferred

Years of Experience

6-8 years

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