Aditya Birla Fashion & Retail - Group Manager - Brand Marketing - Peter England

Group Manager Brand Marketing, Peter England (Aditya Birla Fashion & Retail)

To enhance brand awareness, consideration & conversions for BU through 360 campaigns i.e. ATL, BTL & Digital Marketing. To persistently build towards the business' goals of customer acquisition and customer engagement at an accelerated pace.

As the digital medium is growing, it's important for the organization to leverage different channels to enhance brand awareness, consideration and conversions. In the post COVID world, digital marketing and

Ecommerce as a sales channel have assumed increased importance. It thus becomes important to try different avenues, yet stay efficient. Penetration into Tier 2 & 3 towns is a key goal & use of digital to efficiently achieve the same is reqd. Ensuring a 360 approach with ATL, BTL & Digital Campaigns for seamless communication.

Key Result Areas Supporting Actions:

Build, plan and implement the marketing strategy:

Co-create with different internal and external stakeholders to carry out a roadmap for executing 360 campaigns while enhancing brand awareness, consideration and conversions on different digital mediums.

Drive Largescale Digital Presence:

Drive large awareness about the brands via various mediums, create relevant content, monitor key KPIs and optimize for business goals improvement. Ensure Brand Lift Studies & other forms of measurement are deployed to achieve efficient KPIs.

Optimal Media Mix across diff channels & Mktg Campaigns:

Manage company's different digital mediums

Suggest activities for improving the online content with a view to build brand-love, engage with customers more and increase consumer mind-share of the brand in the category.

Ensure a story telling approach with consumer & category connect.

Drive Performance Marketing Campaigns:

Design, set up, execute and optimize performance marketing campaigns for driving sale on Brand's E-Comm. website

Leverage Digital Marketing to drive Customer Acquisition & Customer Engagement Build towards the brand's base of website customers & maintain a healthy active and engaged customer base by deploying exciting tactics.