Urban Company is a technology platform offering customers a variety of services at home. Customers use our platform to book services such as beauty treatments, haircuts, massage therapy, cleaning, plumbing, carpentry, appliance repair, painting etc., all delivered in the comfort of their home and at a time of their choosing. We promise our customers a high quality, standardized and reliable service experience. To fulfill this promise, we work closely with our hand-picked service partners, enabling them with technology, training, products, tools, financing, insurance, and brand, helping them succeed and deliver on this promise.
What will you do as a GTM Manager?
At Urban Company, our GTM Managers are the growth architects behind our business categories. They own category/brand growth, user acquisition, and business outcomes, working closely with category teams to identify gaps, optimize media strategies, and drive measurable impact.
In this role, you will blend brand and performance marketing, leveraging a full-funnel marketing approach to drive awareness, consideration, and conversions. You’ll stay ahead of shifting consumer behaviors and media trends, ensuring Urban Company’s marketing investments are optimized for both short-term ROI and long-term brand equity.
A data-first approach is at the heart of everything we do. You’ll work closely with cross-functional teams and agency partners, leading data-driven media strategies, measurement frameworks, and execution plans that unlock the next stage of growth for Urban Company.
If you’re analytical, outcome-driven, and ready to take ownership in a fast-paced environment, this role is for you.
Key Responsibilities
A. Media Research & Audience Insights
Analyze media consumption trends across platforms (digital, offline, influencer, etc.), ensuring media plans are aligned with evolving user behaviors.
Leverage data to evaluate media efficacy across different formats, placements, and channels to optimize marketing investments.
Track and influence category penetration metrics (Awareness → Consideration → Trial), ensuring that marketing moves the needle on real business outcomes.
Collaborate with Brand Managers to pinpoint growth gaps and define clear marketing objectives.
B. Media Strategy, Measurement & Planning
Use historical data & predictive models to build an 80%+ accurate reach model, optimizing performance marketing efforts.
Develop full-funnel media strategies, balancing brand and performance marketing to maximize impact.
Work with media agencies & research partners to identify the right channels for deployment (digital, offline, influencer, etc.).
Define success KPIs and measurement frameworks, ensuring attribution clarity across the funnel—from brand-building efforts to last-mile conversions.
Own and manage the business/vertical’s media budget across Paid Media, Influencers, and Non-Working Media, ensuring efficient allocation at monthly, quarterly, and annual levels.
C. Execution & Performance Optimization
Lead end-to-end deployment of marketing campaigns, ensuring a data-backed and iterative approach to execution.
