Category Lead E-Motorcycles

Function

Emerging Mobility Business Unit

Pay Band

M3 to M5

Role

As the Category Lead (E-Motorcycles), you will be part of the Brand team in the EMBU function.
This role will lead the Electric Motorcycle category strategy and co-own the brand stewardship for VIDA. This role integrates, GTM, Brand, PR, and Content under a single strategic vision to build a differentiated, high-growth electric motorcycle vertical. The Category Lead will be accountable for category growth, brand positioning, integrated marketing, launch planning, and sustained commercial performance. Additionally, this role will also be required to support Community, PR and Global mandates

A purpose driven role for you

Your key responsibilities will include, but not limited to:
1. Category Growth:
Define and drive long-term electric motorcycle category roadmap
Own revenue, volume and market share targets
Work with Product team on portfolio strategy, expansion and lifecycle planning
Identify growth opportunities across segments

2. Co-own brand stewardship:
Co-own overall brand positioning, architecture and narrative
Create compelling CVPs
Lead annual brand planning and integrated marketing strategy (ATL, BTL, digital, community, retail experience)
Ensure brand consistency across touchpoints
Monitor and improve brand health metrics

3. GTM Planning:
Lead GTM strategy for launches and campaigns
Work with Media and Growth Marketing teams for aligning investments with business objectives and ROI targets
Partner with sales and network teams to drive retail throughput and demand generation
Optimize CAC and improve conversions
Coordinate cross-functional readiness with product, sales, aftersales and external agencies for local GTM

4. Support Community, PR, and Global Mandates:
Building and leveraging a community of enthusiasts across physical and digital forums for engagements, VOC, referrals, etc.
Define the high-level brand story and provide executive oversight for major media moments and crisis communications to safeguard brand equity
Oversee key media moments (rides, launches, announcements, crises) & Track share of voice and media sentiment
Plan category and brand strategy for global launches in new markets ensuring effective translation across different regulatory and consumer landscapes

A Day in the life

This role will lead the Electric Motorcycle category strategy and co-own the brand stewardship for VIDA. This role integrates, GTM, Brand, PR, and Content under a single strategic vision to build a differentiated, high-growth electric motorcycle vertical. The Category Lead will be accountable for category growth, brand positioning, integrated marketing, launch planning, and sustained commercial performance. Additionally, this role will also be required to support Community, PR and Global mandates

Academic Qualification & Experience

MBA/Equivalent degree in business, marketing or related field.
13+ years of experience as Brand Manager/Category leads – developing brand and marketing strategies.
Experience in auto and adjacent industries is preferable.

Technical Skills/Knowledge

1. Go-To-Market Strategy
2. P&L Management
3. Category Creation & Positioning
4. Brand Positioning & Narrative Crafting
5. Brand Architecture & Portfolio Strategy

Behavioural Skills

1. Ability to lead a large team
2. Good communication skills, both verbal and written
3. Highly organized and perform well under pressure
4. Budget management skills
5. Strong research and analytical skills
6. Strategic Mindset & Executive Presence

What will it be like to work for Hero

As the world’s largest manufacturer of motorcycles and scooters for the last 22 years, Hero is where you will get to work with the brightest innovators, passionate about being the best in what they do. You will become a part of India’s proudest legacy, a brand that is celebrated by 110 million Indians and is now taking over the world with its manufacturing superpower. If you are someone who dreams big and goes after their dreams with absolute conviction, Hero is your place to be. At Hero, we are building a cutting-edge future of mobility, pushing frontiers of innovation and aiming for the very best. Choose to be with the best, choose to be your best.

About Hero

Headquartered in New Delhi (India), Hero MotoCorp is the worlds largest manufacturer of motorcycles and scooters for 22 consecutive years. We are at the forefront of developing modern, technologically superior and eco-friendly mobility solutions for its millions of customers around the world.

Hero MotoCorp has rapidly transformed into a true multinational organization with a presence in 47 countries across Asia, Africa, Latin America and the Middle East.

We have achieved the coveted milestone of 110 million cumulative production and sales since inception. Aligned with its Vision “Be the Future of Mobility”, Hero MotoCorp plans to achieve its next 100 million sales by 2030.

We have a globally benchmarked manufacturing and Research & Development (R&D) ecosystem that is spread across global geographies. Its R&D facilities are located in India and Germany - the Centre of Innovation and Technology (CIT) at Jaipur, India, and the Tech Centre Germany (TCG), near Munich. Hero MotoCorp’s eight ‘green’ manufacturing facilities are spread across India (6), Colombia (1) and Bangladesh (1).

Hero MotoCorp is the pre-eminent leader in the Indian two-wheeler market. It is the only motorcycle manufacturing company listed in Dow Jones Sustainability Index.

In 2022, Hero MotoCorp launched a separate brand for emerging mobility solutions, including Electric Vehicles (EV) - VIDA, Powered by Hero. VIDA has commenced sales of VIDA V1 – its first EV – in India and plans to launch the product in global markets.

We are one of the largest global corporate promoters of multiple sporting disciplines. Hero is globally associated with golf, football, field hockey, cricket and motorsports. Hero MotoSports Team Rally is one of India’s flag-bearers in global rally racing. The iconic golfer Tiger Woods is Hero MotoCorp’s Global Corporate Partner.

Read more about us.
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