Rustomjee - Chief Marketing Officer - IIM/ISB/MDI/FMS

Job Purpose :

Develop strategic framework for long, medium and short term business performance. The incumbent should be able to navigate through Brand Management, Product Management, Market Development, New Business Development, Technological Framework, Consumer Insights and deliver business objectives within overall costs.

The incumbent should be able to understand macro and micro economic environment, competitive landscape, consumer life cycle journey progression and develop strong team. He/She should have left/right brain combination and should be able to take decisions on the basis of data analytics and should also have strong understanding of consumer buying behavior.

The incumbent should have high level of business acumen and should understand the financial performance indicators, process management, team development and should lay tight framework within overall organizational values.

1. Brand Management :

To create a strong differentiation for brand Rustomjee. The brand should be bench marked with the best consumer brands across industries in terms of trustworthiness and consumer orientation across segments

- Work with Creative Agency, Digital Agency, PR, Event, Outdoor, MR agencies within the overall brand objectives

- Conduct periodic meetings with agencies for objective setting, action planning and reviews and develop strong processes to meet the objectives

- Develop productive relationships with advertising agencies, printing agencies and PR firms to ensure effective and timely marketing, advertising and promotional activities.

- Participate in media planning and co ordinate with the designated PR agency for various PR activities.

- Develop and maintain a tracking system for capturing market intelligence on brand health, competition, customer preferences and perceptions and other relevant indices

- Launch new projects with marketing innovations and monitor the overall costs and budgets of such campaigns. Plan strategies to increase market presence and sales, and also actively participating in exhibitions

2. Product Management :

- Understand the trends in consumer preferences, market landscape and build product strategy to drive consumer demand

- Develop understanding of need gap analysis and develop solutions for consumer delight

- Develop strong framework of product and service intersection and tangibles intangibles framework to augment consumer association

- Research and implement new marketing opportunities across the country

- Understand Competitor offerings, pricing and review product strategy from time to time

- Pricing Strategy is an integral part of product management and should be created considering cash flow requirements of the project and competitive offering

3. Market Research :

- Build a framework of Consumer Preferences indicators through NPS, BTI, CSAT, Mystery Shoppers etc and drive the outcome of research findings

- To undertake appropriate consumer/trade research to recommend business development teams in appropriate manner

- Develop the road map for market research by preparing market research agenda for the organization along with the timelines

- Oversee formulation of research briefs and liaise with the market research agencies

- Understand competitor's activities, pricing, competing project details and market preferences and study relevant market reports on competition, competitor-industry scenario

- Ensure strategy formulation for brand awareness, market penetration and growth

4. Achievement of Annual Operating Plan :

- Achieve business objectives of sales revenue, units, consumer walk ins and conversions within the overall marketing budget

- Ensure achievement of absolute costs, % of revenue, per transaction cost and adhere to strong financial discipline

- Work closely with Sales Team of Direct, Pre-Sales, Channel, Loyalty & Referrals and develop strong plans to achieve business in local market, outstation and international markets

- Prepare annual marketing plans and deliver execution with precision

- Evaluate marketing budgets periodically and ensure adherence to the planned expenses.

- Monitor and measure effectiveness of Marketing and Branding activities through design of relevant performance indicators.

- Generate Presentations and MIS for periodic review by the leadership team

5. Operations Management :

Marketing Head has to lay strong foundation for the business by building overall strength in the organization as follows :

- Project Launches - Plan immaculate project launches across segments and media. Must focus on customer experience, engagement, delight, activations, loyalty

- Operations Management - site wise planning for site hygiene and maintenance, consumer walkthrough, site branding etc

- Customer outreach programs - identifying locations, buildings, clubs for customer outreach and contact programs to build businesses

- Product Communication - ensuring regular product updates and training to Site teams, Pre-Sales Teams, Loyalty and CRM teams and ensuring smooth flow of information to the consumers

- Develop internal and external communication that leverages the company's strength.

- Ensure development, distribution and effective utilization of promotional material

6. Digital Marketing :

The person should be digital marketing expert and should be able to drive

- Performance Marketing

- Developing own channels including Website and Social Media handles and SEO

- Content Marketing, PR, Events

- CRM/Marketing Cloud, Developing strong Loyalty Programs, Marketing Communications

Profile : 15-20 years experience in Marketing in Consumer Durable, FMCG or Luxury Industry; Should be MBA from Premier/tier 1 or 2 institute