Senior Manager - Brand Properties - Retail

Summary: To establish the brand positioning and to communicate key brand attributes by creating international brand experience and leveraging media to influence the brand.

Key Responsibilities:

Planning Brand properties Calendar:

- Ideate, create and deliver the brand properties as a process to establish brand positioning

- Create a brand property calendar coincide it with the season launch calendar to leverage season launch

- Identify partners to create alliances to scale the property to build imagery and reach

- Create a Gantt chart and create a work flow for the complete project including all the partners which needs to be updated weekly

- Continuously monitor competition activities in media and on ground to modify strategies accordingly

- Sharing the calendar for the whole year with the creative, media, PR, Digital and event agency

- Participate in development of marketing strategies and brand building exercises to increase market share

Effective implementation of Media, digital and PR:

- Create a media, PR and digital brief with specific deliverables and unique and overlapping TG for the campaign

- Identify Influencer for each property to create a community for each property this would also include micro sites

- Create a messaging plan with the PR agency and digital agency covering Pre Launch to closure of the event with timelines

- Innovate and dramatize the launch of the properties to break clutter

- Spotting opportunities to leverage brand attributes through media and PR

- Constantly monitor the effectiveness of various media vehicles deployed

- Identify the media vehicles for delivering a campaign media objective (reach or frequency)

- Determine media mix, effectively leverage media and make a complete media plan for a season

- Develop strategy for online and social media for each brand property independently

- Work closely with fashion bloggers to drive the fashion diary blog.

Alliances:

- Identify like minded brands to participate to increase the scale of the property and build imagery

- Create avenues to connect with customer at the store level as well as participating brands

- Create a complete deliverable list for partners who will participate

- Ensure we have at least 30% of the cost of the property reduced through Partners

- Identify resources who can facilitate partners and forge ties with them

Leveraging Seasonal campaign and creation of exclusive collection:

- Highlight the seasonal collection in co-ordination with stylist and fashion choreographers

- Co-ordinate and brief the agency on the brand expectations from the campaign; provide the inputs from the design team on the collection to get integrated with the brand property

- Ensure adherence to SOP to review and finalize terms provided by all the respective

- agencies

- Liaison with the VM and CRM team for successful application for the campaign through window and loyalty base

- Ensure smooth execution of campaigns and on time delivery of all elements

Campaign effectiveness:

- Commission a dipstick research for TIC customers to evaluate the brand attributes as per the focus in the brand plan for the market where the property will be initiated

Thematic Marketing campaigns:

- Create a 360 degree campaign to leverage communication

- Provide formal briefing to the VM, CRM and RMM managers to translate the expectations at all touch points across the stores

- Responsible for design and implementation of activities to create brand experience (Ex: activation before the event, collection, advertorials, PR and digital).