ORM

FirstClub; Bengaluru; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

FirstClub is seeking an experienced professional to own Online Reputation Management (ORM) and Go-to-Market (GTM) strategy. You will manage brand perception across digital platforms, enhance sentiment, and drive GTM initiatives that boost brand awareness and customer engagement.

You will lead a team handling escalations, real-time monitoring, RCA actions, and stakeholder reporting to improve customer experience across high-visibility channels.

Qualifications

• Minimum 3 years of ORM, GTM or related role.
• Hands-on experience managing online brand reputation.
• Strong understanding of social listening and brand communication.
• Ability to manage multiple projects in a fast-paced environment.

Responsibilities

• Monitor and manage brand reputation across digital channels.
• Develop strategies to improve customer sentiment, ratings and reviews.
• Track feedback and coordinate with internal teams to resolve concerns.
• Manage online reviews and brand-related conversations with timely responses.
• Analyse sentiment trends and report on brand health.
• Identify reputational risks and implement proactive measures.

Skills

ORM expertise

GTM strategy

Brand management

Stakeholder mgmt

Job description

Role Overview

We are looking for an experienced professional with expertise in Online Reputation Management (ORM) and Go-to-Market (GTM) strategy. The ideal candidate will be responsible for managing brand perception across digital platforms, enhancing customer sentiment, and executing GTM initiatives that drive brand awareness, customer experience and engagement.

What you'll do:

1. Online Reputation Management (ORM)

• Monitor and manage brand reputation across social media, review platforms, and other digital channels.
• Develop strategies to improve customer sentiment, ratings, reviews, and overall brand perception.
• Track customer feedback, identify recurring concerns, and coordinate with internal teams to resolve them.
• Manage online reviews, customer complaints, and brand-related conversations with timely and appropriate responses.
• Analyse sentiment trends and prepare regular reports on brand health and customer perception.
• Identify potential reputation risks and implement proactive measures to protect the brand image.

2. Role: Lead – Go-to-Market (GTM) Customer Experience, First Club

Leads a team that monitors, owns and resolves customer escalations raised through GTM and high-visibility channels, protecting First Club’s quality-first promise.

1. Escalation ownership and resolution: Run end-to-end resolution of GTM escalations (founder, leadership, social, PR, community and high-value customer cases). Ensure 100% acknowledgement within 15 minutes, resolution within 4 hours for P1 and 24 hours for P2, and ≤5% reopen rate.
2. Real-time monitoring and early warning: Set up live tracking of escalation inflow by category (delivery delay, quality/freshness, wrong or missing item, refund, rider behaviour) and by dark store or city. Flag spikes above 20% versus the 7-day baseline to Ops, Category and Supply within 30 minutes.
3. RCA, corrective and preventive actions: Close the loop on every P1 escalation with a documented RCA within 48 hours. Drive CAPA with Ops, Product, Tech and Category teams, and track the recurrence rate per root cause with a target of a 30% month-on-month reduction in repeat escalations.
4. Team leadership and quality: Hire, coach and roster the escalation desk across peak slots. Own team KPIs: CSAT ≥90% on escalated cases, FTR ≥85%, QA score ≥90%, and 100% SOP adherence on service-recovery credits. Hold weekly calibrations and individual coaching for bottom-quartile agents.
5. Stakeholder reporting and voice of customer: Publish a daily escalation pulse and a weekly business review to the CX Head and leadership. Cover volume, TAT, SLA adherence, top 5 drivers, cost of service recovery and CAPA status. Turn escalation insights into product and process fixes that reduce escalations per 1,000 orders.

3. Analytics & Performance

• Track and analyse ORM and GTM performance metrics to measure impact.
• Use customer feedback, social listening, market research, and campaign data to identify improvement opportunities.
• Prepare actionable reports and recommendations for stakeholders.
• Continuously optimise strategies based on customer insights, market trends, and business objectives.

What we're looking for:

• Minimum 3 years of relevant experience in ORM, GTM or a related role.
• Hands-on experience managing online brand reputation and executing go-to-market initiatives.
• Strong understanding of digital platforms, social listening, customer sentiment, and brand communication.
• Experience in campaign planning, market research, competitor analysis, and launch execution.
• Strong analytical, communication, stakeholder management, and problem-solving skills.
• Ability to manage multiple projects and deliver results in a fast-paced environment.