Head - Social Commerce - BFS - IIM/ISB/MDI/FMS

Role & Responsibilities

1. STRATEGY

- Build and grow the Social Commerce strategy

- Develop and articulate a compelling strategy/approach to successfully sell in new initiatives to drive incremental revenue

- Define and drive growth objectives of user and creator acquisition and usage on social platforms like Instagram, FB and Moj

- Drive user and creator retention strategy and execution achieving growth at minimal or no cost

- Lead user/creator analytics & market research, building actionable insights for the business

- Execute multiple aspects of marketing, including branding and positioning, product marketing, paid marketing, engagement, and retention campaigns

- Own Brand's visibility- creating a preference for product among users and creators on social platforms

- Work closely with product, UX & engineering to enable growth marketing to initiatives & drive bottom-line conversion

- Build a good understanding of planning framework and how it can be applied to build an effective campaign strategy and channel plan

- Systematic in setting and tracking campaign KPIs. Ensure effective and accurate optimization and delivery of performance utilizing all relevant internal teams, agency processes and tech

- Lead and direct all team members to support in the development of channel plans and creative solutions that are planned holistically with the broader media mix

- Develop compelling campaign solutions including consumer and category insights, strategy, channel recommendation

- Drive strategic and tactical innovations across social digital platforms

- Evolve use of measurement systems to provide greater insight into ROI of media plans and ensure the team deliver on agreed KPIs

- Build and maintain engagement with the C level management in organizations through regular account reviews and generation of partnership plans and consulting opportunities to deliver true value and take relationships forward

2. ACCOUNT PLANNING

- Identify portfolio growth opportunities and deliver on plan to achieve, collaborating with internal resources to maximize/expand supplier network and spend growth

- Proactively provide expertise on policies, benchmarking, and recommendations to optimize programs, reduce costs and drive efficiencies for clients.

- Interface with various divisions of social platforms to develop and implement customized and strategic account plans

- Ensuring that noise levels in key customers are suitably addressed through the servicing team while driving online initiatives like paperless statements, e remittance, @work and online program management.

- Responsible for the research, design, development, and execution of full-funnel social commerce marketing program

- Meet and exceed identified quarterly key performance indicators that include, but are not limited to social-aided conversions, on-social conversions, specific traffic metrics, and specialized revenue metrics focused on major activations

- Work with marketing and communications to ensure that social commerce content matches brand elements like visual design, voice, and tone

- Leveraging industry knowledge and expertise in development of growth and retention strategies and delivery of insights to clients

- Achieve portfolio growth and retention targets

- Drive Online Program management and online capabilities to improve the overall profitability of the Accounts

- Collaborate with service to improve customer experience and reduce noise levels within the portfolio.

3. CATALOGUE MANAGEMENT

- Services existing accounts, obtains orders, and establishes new accounts by planning and organizing daily work schedule to call on existing or potential sales outlets/customers and other trade factors.

- Focuses sales efforts by studying existing and potential volume of competitive products.

- Monitors competition by gathering current marketplace information on pricing, products, new products, delivery schedules, merchandising techniques, etc.

- Recommends changes in products, service, and policy by evaluating results and competitive developments.

- Provides historical records by maintaining records on area and customer sales.

- Centralizing Where Your Manage Your eCommerce Catalog

- Continuous assessment of Competitor s prices & strategy.

- Planning & executing advertisement campaigns, promotional activities, improve ACOS, sales conversion on marketplaces like Amazon, Flipkart etc.,

4. MARTECH DEVELOPMENT

- Act as a liaison between business and both Web Tech and IT units

- Review Business User Stories for the streams assigned, Undertake Gap Analysis and prepare Approach

- Break complex ideas down into concise and effective requirements

- Generate ideas for project improvement & brainstorm impact with counterparts in Functions and COEs and gauge feasibility with IT team

- Add strategic value to processes through competition mapping and best practices adoption

- Scout the technology landscape to ensure adoption of emerging solutions and maintain innovative edge

- Participate in Project presentation with project priorities, timelines, quarterly plans, etc. to Vertical Head for sign-off

- Work with cross-functional teams to set and achieve targets for cross-selling

- Determine individual training needs & development plans to build expertise and enhance skills

- Prepare bi-weekly/ monthly updates alongside relevant reports and project plans to be shared with Project Head, Vertical Heads and Steering Committee, seek inputs on course correction

5. CONTENT OPERATIONS

- Ownership of the end-to-end ingestion and testing for long and short form content

- Be able to verify content, upload content, test the website and publish content. Basic testing across desktop and mobile devices is expected

- Provide signoff on component deliverables from development team from solutioning and content authors standpoint

- Collaboration with various Business teams to facilitate smooth sharing and flow of Text, video, images and metadata

- Coordination with external vendors/content licensors for creation of video, images and metadata where required

- Working with tech and product teams to constantly refine and better operational workflows

- Do RAID management with right stakeholders and be able to create alternative tracks to de- risk the content operation tasks and able to quantify the impact of risks

6. PROGRAM MANAGEMENT

- Ensuring timeline adherence to all assigned businesses and modules across agreed milestones

- Provide the Plans for large scale implementations which goes across multiple tracks and be able to create and manage dependencies effectively

- Must be able to create and manage RACI for the project's stakeholders

- Do RAID management with right stakeholders and be able to create alternative tracks to de- risk the project and able to quantify the impact of risks

- Review the project plans prepared by the team, for all projects, and provide inputs on enhancing effectiveness and efficiencies and deliver within timelines

- Review achievement of project milestones, adherence to timelines, etc.; Resolve issues, roadblocks and escalations to ensure delivery as per desired objectives

- Engage with business stakeholders/ Verticals to provide status update on projects (for business/ Verticals initiated projects) and to update on delays / issues / deviations and agree on revision of timelines/ scope of project to Steering Committee

7. BUSINESS ACQUISITION

- Business planning & execution

- Deliver business through social platforms

- Plan and develop merchandising strategies that balance customers' expectations & deliver business numbers from Social Commerce platforms % of business contribution, Volume Funnel Metrics

- Drive business growth for loans, Cards & Payments, Investment & Insurance and EMI Transactions through social as a platform

- Identify efficiencies through data and improve customer journeys

- Ability to analyze research or performance data and apply that analysis to optimize merchandising strategy

- Provide insights to drive an informed marketing strategy based on key metrics, historical data, and trends

- Turns data insights into products with actionable outcomes to the ultimate customer.

- Collaborate with data programs teams to implement high performing data led propensity programs

8. VIDEO CONTENT

- Create a product-focused video production pipeline: responsible for executing and evolving our video strategy for Social Commerce through identifying gaps and opportunities for our product offerings

- Contribute to local projects in various geographies, from strategy to execution: deep knowledge of production and understand the needs of videos that vary in style, format, and duration, while being able to anticipate and overcome roadblocks

- You will also measure your work against KPIs and report on the impact of the work you do, and use those insights, and your knowledge of industry trends and best practices to optimize continued video content performance

- Helping customers and merchants discover more of Bajaj Finserv products: Work closely with our content marketing, education, community, and regional teams to create video content that educates and inspires potential and existing merchants to discover more on our social platform. That means mixing B2B marketing and storytelling abilities to produce video content that tells a holistic story about our products to our audience, which contributes to an environment that helps build trust, empathy, and credibility with merchants

- Nurturing creative excellence in video: Help define how the brand and tone of voice are represented online and in global video content. You will provide feedback and direction on video creative for freelancers, agencies, and members of your team, and encourage an environment of nimbleness, experimentation, testing and learning.

- You'll also work with other creative directors, designers, and producers to build creative workflows and create best-in-class video content together

9. COPYWRITING

- Create a new copywriting vertical that runs content programs for social platforms to solve for business needs (awareness, consideration, conversion)

- Benchmark global best practices and integrate them into the strategy

- Create a content framework that talks to a varied TG (mass-affluent, 25-45 years, tier 1-4 cities/towns), mixes formats and languages (English & vernacular)

- Collaborate across functions and verticals to understand business requirements and deliver a well-rounded strategy

- Define the most appropriate mix of content formats, channels, and practices

- Devise the strategy for running an effective content program that engages and delivers business value

- Tracking and analyzing production, traffic, and engagement metrics

- Gauge efficacy of content produced, and drive changes wherever needed

10. CAMPAIGN MANAGEMENT

- Create a plan with breakup of monthly deliveries covering various aspects like -Campaign strategy & management, multi-format orchestration, customer segmentation, traffic generation, to name a few

- Build a multi-disciplinary team representing Inbound & Outbound campaign management, remarketing, post campaign analysis, Data programs, customer segmentation, driving customers to the brand's pages on social platforms

- Execute various multi-channel campaigns to drive feature penetration using tools like Responsys, CDP, Google Optimize etc

- Run various A/B, MVT tests to drive campaign KPIs

- Develop and execute packages of customer communication via multiple channels like, email, SMS, notification, nudges etc for on and off asset prospecting and engagement

- Process large volumes of clickstream data and transaction data to create high propensity segments for driving penetration and usage of key features

- Run a monthly calendar of data programs to deliver conversion and usage objectives

- Run various data DOEs to create a feedback loop for the model

11. PARTNER MANAGEMENT

- Lead development of proposals and pricing for client renewal and expansion, negotiate client contracts, and oversee implementation of solutions

- Identify agencies, evaluate their capabilities in alignment with requirements and conduct negotiations for partnership

- Build trusted advisory relationship with clients. Able to support the broader strategic output for clients' social media/marcom needs.

- Develop key partner relations in various domains

- Set up a partner engagement governance process

- Develop key alliances with large companies like Meta

12. PEOPLE MANAGEMENT AND COACHING

- Inspire and influence others to think differently, solve problems, and seize opportunities

- Work with cross-functional teams to set and achieve targets

- Determine individual training needs & development plans to build expertise and enhance skills

- Set objectives, conduct reviews, and close appraisal processes for the team as per timelines

- Participate in selection process to identify the right talent at senior positions within the function

- Attract, recruit, and lead digital talent who will help drive connected goals by using a consultative and engaging style that encourages active listening, constructive dialogue, and gains commitment

- Identify organizational gaps within the marketing team to achieve company objectives. Plan, recruit, retain, and build capacity accordingly

- Ensure continuous training of team on new technology/product/processes being adapted to ensure adequate implementation of change

- Design professional growth plans for managing and retaining top performers and key leaders in the function

- Integrate cross linked KRAs across the team to ensure ownership and smooth functioning

- Direct and mentor the team to drive operation excellence throughout project implementation

- Hands-on project management - collaborate with clients, media owners, agency partners and internal specialist teams to ensure all deliverables are met/launched on time

Ideal Candidate

- Post-graduation in Business Management from a Tier 1 B school, with graduation in Computer Sciences or equivalent from a Tier 1 Engineering college

- 12-18 years of overall Product performance, brand and social platforms experience with minimum of 8 years of experience in managing digital business

- At least 6-8 year's experience in Growth Strategy role, ideally in a global company

- Must have executed projects in tune to 50+ people and for a scalable customer system of 100+ Mil transactions per year

- Must have done large scale transformation projects with a direct impact on revenue and customer base in tune to 5 Mil base

- A confident communicator and eloquent in presenting/selling-in ideas to clients and agency partners.

- Working knowledge of digital planning, buying and trading tech including social ad managers, ad-servers, verification tools and DSP/DMPs etc