Bhima Jewels - Chief Marketing Officer

Job Description :

Branding and Marketing direction for the Bhima Kochi Business

- Plan for market share enhancement through targeted marketing programs for each product line/ each region as per the Business Plan

- Plan and drive marketing budgets (promotions, adverts, marketing communications, website, social media presence, BTL ATL programs and PR)

- Focus on creating new brands / different formats/ new geo expansion as per our strategic plan

Bhima Brand awareness and perception :

- Be the Brand Custodian who ensures a sync between the Bhima Brand and Bhima Values and philosophy

- Drive Brand expansion initiatives and enhancing brand relevance

- Create Brand positioning and go-to- market strategy for new LOBs

- Manage marketing initiatives and brand messaging for new market entry aligning brand aspects to the target consumer profiles of the new market

- Manage Brand consistency across marketing channels

- Build sub-brands and related categories

Customer acquisition and retention :

- Manage targeted customer acquisition leveraging our 95 year old heritage

- Manage and champion the Bhima Customer Experience across our regions working with Operations, VM and Store Planning

- Design engagement touchpoints and customized programs for target groups- Loyalty programs, Premium services

- Drive NPS scores for our Brand

- Drive Experience marketing through Bhima Experience Zones in each store for differentiated offerings

Revenue generation through Marketing Programs :

- Manage the brand P&L and ensure revenue generation through the marketing programs

- Drive marketing plan (ATL/BTL) for product lines (Digital/ Social /Broadcast/ Print Media)

- Facilitate omnichannel sales building brand engagement on the Bhima Website, E-commerce platforms and Social Media

- Deliver targeted measures - design GTMs, communication programs and season/occasion led interventions; media planning and BTL execution by region and by format to drive sales

- Build a Consumer Insights framework to track market trends and altering customer preferences- Mystery shopping, competitor mapping, customer profiling etc

- Drive product preferences for regions/new product lines with insights from the Consumer Insights Framework

- Realign ATL BTL programs, digital marketing campaigns and Visual Merchandising based on market and consumer Insights and Program ROI

- Propose offers and promotions/ pricing recommendations based on market insights

Working with partners and team :

- Develop a strong marketing team aligning them to the Business Goals and impactful responses to stakeholders

- Ensure timely and relevant interactions of the team for effective rollout of promotions and branding initiatives working with Retail Teams

- Work with Mainline agencies and effectively manage outputs working with agency stakeholders

- Media planning, negotiation and vendor management

- Ensure smart engagement with secondary and tertiary agencies

- Drive the function on a well-grounded and insights-driven approach to marketing initiatives

- Ensure timely and appropriate responses and actioning from the Marketing Team to the internal customers

- Build a strong chemistry with the internal stakeholders and vendors for efficient execution

Reporting : MD, Bhima Kochi Cluster

Qualifications and work experience :

- 18-20 years work experience driving marketing for the retail industry in a large and geographically well-distributed organization in brand expansion, rebranding, customer experience with 6-10 years in omnichannel marketing

- MBA

Competencies :

- Strategic planning

- Consumer Insights management

- Brand management

- Omni channel marketing