HDFC Life Insurance - Manager - Brand & Product Marketing

About the Department

Brand & Product Marketing

The brand and product marketing department is driven towards ensuring HDFC Life is one the most preferred life insurance brands. The team undertakes multiple ATL led campaigns to drive awareness, recall and consideration for brand. The team also develops multiple communication efforts to drive awareness, need and understanding for insurance categories and our products.

What are we looking for?

The incumbent should be passionate about communication and have the knack of digging-out the most relevant consumer insights from multiple data sources.

They will be responsible for marketing of one insurance category (our categories are Protection, Child, Retirement, Health, Savings & Investments). They would need to develop the growth & Marketing strategy and plan execution of brand agenda for the same.

The chosen candidate will report into VP - Marketing to develop the marketing strategy for the category, products, brand and would need to work in close co-ordination with stakeholders across marketing and business like Products, Channels, Research, Digital, Compliance and PR teams to deliver brand and business objectives

The candidate should have experience in managing ATL campaigns and should be able to independently drive creative and media agencies to deliver on defined communication objectives

What does the job entail?

1. Category Strategy, Campaign Development & Planning

- Define and develop the business and marketing objectives and annual strategy for the category managed and design annual marketing calendar for the same

- Monitoring and reporting market, competition and consumer behavior with view to incorporate the same into communication planning and development

- Maintain / Enhance Brand Awareness and Equity score for the category and hence overall brand

- Enhance brand differentiator 'Sar Utha Ke Jiyo' through category initiatives

- Drive visibility and awareness through relevant marketing efforts for key products/new products for the categories managed

Provide campaign development support to teams (Product, Channel/ Experiential Marketing, etc)

2. Campaign Planning

- Sharply identify relevant TG, Markets, and objectives through details analysis of business performance

- Identify relevant insights and draw a detail brief in line with business objectives to drive creative and media agencies

- Evaluate media plans and drive the agency to deliver on media objectives

3. Campaign Implementation

- Ensure alignment of creative agency to brand essence

- Development and testing of creative, communication concepts and routes

- Ensuring alignment and relevance of all creative / communication to customer needs

- Campaign Implementation - Co-ordination with Creative, Media & Online Agencies

- Ensuring creative / communication deliver on brand objectives

- Adherence to Campaign and Media deadlines

- Campaign Execution - Monitoring & Supervision - Quality & Accuracy

- Innovations on new media

4. Agency Relationship / Vendor / Internal Dept.

- Coordination with key business partners to deliver category marketing objectives

- Adherence to operational processes

- Adherence to accounting (billing & payment) processes

- Overall Agency & Vendor Management & Performance

Essential conditions:

- Education: Post Graduation in Marketing/Communications

- Work exp: 3-5 years, relevant work experience in developing communications, brand management and experience in managing above the line, multi-media campaigns (traditional and new media).