Manager - Digital Marketing - Fashion Retail Business

Role Summary:

Define & drive digital marketing strategy . Incumbent will be responsible for establishing digital as a trusted channel within the organization. Creating best in class digital marketing capabilities in the organization. Manage and supervise all the digital marketing activities, communication, and expenses.

Role Responsibilities:

Digital Marketing strategy & planning:

- Manage and drive the Digital business by creating a digital marketing strategy for each brand that is in line with the overall business goals and objectives.

- Should have the knowledge and hands-on experience in Branding, and Content strategy and creation.

- Should be able to draw up a data base communication strategy and CRM

- Review and optimize the business, and brand goals.

- Work closely with the Brand Managers/Marketing Head to define digital strategy for brands

- Set digital marketing objectives basis the brand objectives & achieve the same with the help of internal team & external agencies

- Digital media planning (typically with agency) & allocate digital budgets accordingly to prepare annual digital marketing calendar

- Responsible for driving traffic, engagement & sales on brand website & creating engaging content & strategy for website & E-commerce

- Manage the brand level digital marketing budgets to achieve the brand objectives

- Lead digital strategy and innovation through the development and implementation of comprehensive digital marketing programs in line with business priorities

- Periodic evaluation of the competition landscape and their digital strategy/tactics

Digital Campaign Management:

- Execute the annual digital marketing calendar in collaboration with brand team, creative team & external agencies

- Establishing pre-campaign benchmarks for digital marketing campaigns, videos/animations, social media, etc.

- Design campaign briefs for the agencies

- Informing on micro-targeting and personalization of campaigns

- Co-create (with agency) A/B test plan & targets basis benchmarks

- Drive a KPI driven approach in all digital marketing campaigns

- Coordinate with agency for creatives & media buying

- Monitor the overall output of external agencies (Content Marketing, Social Media, ORM, etc.)

Social Media Handle Management:

- Maintain social media presence across select digital channels (through agency partners)

- Assess opportunities to increase customer base & engagement on social media handle

- Manage Online Reputation Management through agency partner and influencers.

- Manage content for social media posts with agency partners & internal stakeholders

Agencies/Vendor management:

- Manage the day-to-day interactions with Digital Marketing agencies & other vendors

- Set campaign & channel level KPIs for agencies and ensuring their delivery on the same

- Ensure adherence to reporting cadence (daily, monthly, quarterly reports) agreed with the digital agencies

- Capability Building & Asset Management:

- Assess & choose agency partners for digital marketing activities

- Explore/introduce new digital marketing avenues

- Capture consumer pulse on online channels

- Creating & maintaining the cadence of insights dashboards, customized to various management levels