HDFC Bank - Brand Manager

Brand custodian: Act as brand custodian for all brands in portfolio

1. Ensure brand consistency across all media/touch-points for all products in portfolio: 100% consistency. Achieve this by engendering a "team effort" on all major campaigns with other teams such as digital/campaigns/response/regional mktg. etc.

Brand Management: Manage brand marketing communication for all products in portfolio. Generate awareness for products/services in portfolio

1. New product launches/ Large Campaigns: generate an incremental lift of 20% -25% (TOM / business impact)

2. Re-launches/re-staging/ Medium size campaigns: generate an incremental lift of 10%-15% (TOM / business impact)

3. Seasonal/POM campaigns: generate an incremental lift of 10%- 15% (TOM / business impact)

Alignment to Business Objectives: 

Ensure marketing efforts are aligned to Business objectives

1. Align marketing efforts to business objectives for priority products in given portfolio

2. Seek formal feedback from Business/Product Teams on campaign deliverables for all priority products/major campaigns

Video content: Create award-winning video content Create 2 videos a year "around the product" that can be used to build engagement with customers and prospects. At least one of these videos should be of a quality that can be used for an award submission.

Communication development: 

Deliver impactful communication based on customer insights

1. Ensure insights are collected for all priority products

2. Ensure insights are applied and communication evaluated on the basis of the applicable insight

3. Test all communication for priority products and major campaigns for comprehension prior to roll-out"

Organisational imperatives: 

Manage key initiatives outside the portfolio.

1. Manage key initiatives outside of the portfolio as allocated

2. Ensure deliverables are met as per agreed TAT

3. Create high quality output for each of these initiatives