Business Retail Marketing Role - FMCG

Job Purpose:

The format is responsible to deliver the brand promise at the last mile. The purpose of this role is to craft the exact expectations that this format will deliver on for the IHBs and the network partner. The language of our brand will be developed and executed (with the help of our brand's team) by this role. Ownership of the business results will also be a part of the profile.

Job Description:

Job Context & Major Challenges:

Our Brand is a 2000+ network contributing to the overall UT business. While it has gone beyond cement as an offering for the consumer, a sharp CVP that is cutting edge yet not ahead of time will help the brand to have a strategic long term direction. Whether the offering is to be built into an aspirational level for network partners (especially for 2nd generation) or is used to retain the network, create niche yet unparalleled consumer experience in limited numbers or focus on number growth, start diversifying in terms of product and services or create differentiation through consultation there are many key questions that need to be answered so that the way ahead for the brand is clear.

- Similarly bringing in standardization in the language and physical presence of the outlet across nation is a challenge. Setting clear criteria for the franchisee, creating unique experiences in the interactions and assuring consumer pull to these outlets are the key deliverables for this role. The person in charge needs to ensure that there is consumer centric approach is central to the future plans of this retail network. Owning the business impact of all the design delivered and executed is key to the success of this role.

- Setting clear criteria of choosing the partners where our brand can be extended as a business model , designing the physical space and training modules to offer the required product and consultation support to the network for driving business , ensuring that the format delivers to the expectations of the consumer thereby generating WOM for the business is the end to end responsibility of the role.

- Enabling the network to deal with the consumer of future and creating a strong pull for the format needs to be balanced out by the custodian of this brand. This is a new role created in 2018 and needs extensive work in stakeholder management. The complexity of the role is higher given first year of the role creation. The incumbent needs to be experienced in sales and marketing of FMCG/Consumer Durables/Experience concepts.

Key Result Areas/Accountabilities:

Relative Recommendation - This role will work towards positive change in relative recommendations in the Brand's markets through marketing initiatives. Thus driving preference for the brand to increase market share or command price premium.

- Insight Mining and Benchmarking - Uncovering insights by analyzing multiple data sources, both internal and external through interviews, stakeholder discussions, surveys, feedbacks across multiple platforms (live and digital). This role will mine consumer insights to uncover promising sources of business growth for our brand. Customer insights of end users(home builders), influencers(contractors, masons & architects) and channel partners(dealers & retailers) through market research will help curate meaningful solutions.

Execution - Planning and execution of marketing initiatives for 2000+ our brand stores like campaigns, events, camps, trainings through offline and digital platforms. Assist retail team in new store launches.

Business objectives - Growing business performance across categories, ensuring signature customer experience at our brand stores, standardization of retail experience, conceptualizing and implementing initiatives for effective customer engagement and fine-tuning retail expansion.

Integrated planning - Developing brand strategy, including brand s value proposition for stakeholders, brand vision and guidelines. Collaborate with agencies to plan and deploy all marketing support (collaterals & retail elements)

People - This role must build rapport, credibility and influence across marketing, sales and strategy teams and agencies to get results. Collaboration with internal and external stakeholders at CMO and zones across functions like sales, technical and operations is necessary.

Innovation - Bring in innovative and unique perspective to plan and execute cutting edge customer value proposition which cannot be replicated by competitors. Revamping brand strategies and business model for sustainable growth.

Consolidation - Consolidate on strategies to reduce complexity for the benefit of customers and the company and streamline investments and spends. Re-structuring retail footprint to deliver growth on updated performance metrics.