Head - Marketing - eCommerce - IIM/XLRI/ISB/FMS

ONLY PEOPLE FROM PREMIER MBA COLLEGES AND WORKING IN MNCs NEED APPLY

Job Purpose:

- Brand strategy/positioning: To act as the brand custodian and conceptualize and plan the execution of Co's Brand strategies

- Develop new brands and customer engagement initiatives simultaneously ensuring alignment with growth strategies.

- Go-to-market strategy: To conceptualize, plan and oversee the execution of Go-to-market strategy for product launches (through different media vehicles viz BTL, ATL, digital, PR, associations etc)

- Establish robust processes and systems with partners - creative Agency, PR, and digital agency, Media agency and the, Product Development and the Sales teams internally.

- Review and evaluate market data across the segments and competitions evolving strategies on timely basis.

Reporting Structure:

- 1 manager handling the Creative with the Advertising agency

- 1 manager leading the BTL

- 1 manager handling the ATL Media Planning (Print + TV Radio)

Principal Responsibilities:

Brand Strategy and Positioning: Articulate the differentiated Co Brand Attributes, based on the Core values, organizational culture and the collective aspiration of the company.

Establish strong collaborative relationships with internal stakeholders- COOs, key functional Heads, BUGMs and BU teams and with external agencies - Advertising agency, PR agency, media, so as to ensure a positive impact by the Co brand

- Creative and brand guidelines: Partner with the Advertising agency to develop and execute innovative and creative Brand Communication initiatives for the Co Brand and also for specific Product segments. To lead the evolution of Co brand guidelines

- Media planning: Ensure optimal media planning to ensure the best exposure to the target group keeping into account our product mix, brand positioning consumer insights and resources.

- Product Go-to-market strategy: Plan and execute all marketing initiatives related to new product launches media releases, PR etc.

- Develop new brand and customer engagement initiatives simultaneously ensuring alignment with growth strategies.

- Collect primary and Secondary market Research data and draw consumer insights to be used in marketing campaigns and Product Development.

- Manage "Brand Equity" of the Co Brand and sub brands; roll out plans, ATL & BTL initiatives nationally.

- Ensure strong support to sales functions, by providing product support materials and customer centric taglines

- Processes and systems: Establish processes and systems with partners - creative Agency, PR, and digital agency, Media agency and the, Product Development and the Sales teams internally.

Key Result Areas:

- Brand Track Score

- Brand Recall

- Market Share

- Extent to which consumer insights are integrated in new products

- Quality and Timeliness of Brand campaigns

- Collaboration with external & internal stakeholders

Major Challenges:

- The incumbent must bring in expert marketing knowledge, a collaborative approach, and great execution focus. He would need to come out with new ideas, would need to influence multiple stakeholders.

Key Decisions:

Decisions relating to:

- ATL and BTL budget spends

- Advertisement themes and creatives

- Choice of Alternative Media

- Interpreting market research data and drawing inferences to be used in marketing initiatives

Dimensions:

- Ensuring execution of ATL and BTL initiatives that build a well differentiated Co. brand in alignment with the core values leading to enhanced market share.

Skills And Knowledge :

Educational Qualifications :

- MBA Marketing, Premier colleges only

Relevant Experience :

- In FMCG/Online space in marketing

Personal Characteristics & Behaviors :

- Creative and innovative

- High rigour & Good Analytical skills

- Passionate and Energetic

- Strong Collaboration skills

- Execution orientation

- Exceptional Integrity & passion for excellence