Associate Manager - Marketing; Asha Kiran

The/Nudge Foundation

The/Nudge Foundation

Marketing & Communications
Bengaluru, Karnataka, India
Posted on Thursday, June 20, 2024

About our Organization

The/Nudge is an action institute working towards a poverty-free India, within our lifetime. We partner with governments, markets, and civil society to build resilient livelihoods for all. We are a collective of some of India’s best leaders and entrepreneurs from across the industry, academia, government, and development sectors.

Who are we solving for in the Asha Kiran program?

  • women farmers who are landless, marginal, and small landholders

  • they have an average family size of 5-6 members

  • they are dependent on unpredictable wage labor

  • the male members of the families migrate in distress for work

  • they need diversified & sustainable income:

    • to withstand life shocks

    • improve their food & income security

    • improve assets & savings

    • get access to safety nets and financial instruments

What are we solving for in the Asha Kiran program?

The Asha Kiran program aims to catalyze impact at scale by partnering with the private sector and government, to implement livelihood interventions for women in poor households.

This involves building a deeper understanding of the value chain to create incentives for markets to participate and leverage government resources to solve for:

  • infrastructure (land and assets, Information & Technology)

  • Standardization of rearing practices

  • forward & backward linkages for farmers

  • Collectivisation through community institutions (SHGs)

  • The BYP program currently has 3 modules

    • Acquisition - Responsible for enrolling/mobilizing didis into the program

    • Adoption - Responsible for end-to-end operations which includes training didis, planning & managing field staff.

    • Market Linkage - Responsible for ensuring the farmer’s produce gets the best price realization in the shortest time possible.

What are some of the principles/approaches we value?

  • First principles thinking

  • Systems thinking (analytical, stakeholder-oriented and holistic)

  • Strategic planning (result-oriented, logical & coherent with clearly defined outcomes, grounded on the current realities)

  • Being Detail Oriented, Data-centric & Action biased is critical for success in this role.

What will you do?

  • Take ownership of designing the roadmap for Marketing & Sales for the Poultry Farmers produce through Offline/online sales channels.

  • Conduct pilots to test for feasibility and scalability of the channel/ strategy.

  • Conduct user research & market study to understand the customer preferences, patterns, trends and competition landscape.

  • Implement a strategic plan to streamline & scale sales for the product

  • Collaborate and align with key program partners and stakeholders to deliver on new launches.

What will help you succeed in this role?

  • One of the below 2 is mandatory:

    • Demonstrated work experience in developing/ designing/ Implementing Marketing plans for FMCG/ F&B products. Or

    • Past experience of Regional Sales manager for F&B or FMCG products.

  • Experience in Agri-Tech or Agri would be a plus.

  • MBA or Master’s degree in marketing would be an advantage.

  • Good understanding of Digital marketing through Google ads & influencer based marketing will help in the role.

  • Working in a 0-1 environment while building the first leg of growth would be a great plus.

  • Embracing ambiguity while ensuring clear direction for short-term and medium-term growth strategies.

  • A strong ability to influence stakeholders and get things done

  • A bias for action and collaboration

Who are we looking for in this role?

  • At least 3 years of exclusive work experience in Marketing or Regional Sales in FMCG or F&B products.

  • Overall work experience of 7 years.

  • The role shall be based out of Lucknow.

  • Demonstrated ability to learn continuously and collaborate.

  • Written and spoken fluency in Hindi and English

  • Willingness to stay and travel in deep rural areas

We aspire to be an inclusive and diverse organization and encourage qualified individuals to apply irrespective of their religion, caste, gender identity or expression, sexual orientation, ethnicity, age, or any other dimension of identity.

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