Posted By
Posted in
Sales & Marketing
Job Code
1369409
II. ROLE PURPOSE & OBJECTIVE:
- Define, lead and draw insights from data and research that will make a difference to the Annual Market Plans based on compelling, non-obvious customer insights and on a thorough understanding of the competitive SFB and emerging banking landscape.
- Ensure key decisions that help the Head of Marketing drive strategy, marketing plans, and the consumer experience is based on relevant insights and consumer data.
- Understand the Marketing Challenges through conducting secondary & primary research studies (Brand Salience, Product usage & behavior, etc.)
- Bring the voice of the consumer as well as the underlying needs into the broader organization
- Create a competitive advantage for Ujjivan SFB's Go to Market planning by delivering compelling market insights that help define Strategic marketing.
- Spot new growth opportunities across latent & emerging consumer segments amongst mass market.
III. SIZE OF THE ROLE:
FINANCIAL SIZE NON-FINANCIAL SIZE
- Manages the portfolio size of 1 Cr. - Number of Vendors - 5
IV. KEY DUTIES & RESPONSIBILITIES OF THE ROLE:
Business/ Financials:
- Create a competitive advantage for Ujjivan SFB's Go to Market planning (in the journey to become leading mass market bank) by delivering compelling market insights that facilitate speed and accuracy of decision-making.
- Define, lead and draw insights from data and research that will make a difference to the Annual Market Plans based on compelling, non-obvious customer insights and an understanding of the banking landscape.
- Identify trends in the industry which will help in spotting new growth opportunities across latent and emerging customer segments
- Understand the Marketing Challenges through initiating & managing secondary research & other surveys (Brand Salience, Product Usage & Attitude, etc.)
- Special Projects: Driving & leading in successful implementation of awareness campaigns (example - Covid communication, vaccination, etc.)
Customer (Both Internal & External):
- Bring the voice of the consumer as well as the underlying needs into the broader organization by strong participation in meetings
- Interface with Business and Product teams to understand business issues and challenges
- Guide & handhold team member in designing Questionnaire and methodologies of research along with the research agency wherever applicable
- Expand knowledge about customers to understand their stated and unstated needs which helps in designing appropriate offerings for the customers.
- Confer with agency partners wherever applicable; guide them during the course of project and monitor execution of research as per timelines
- Build awareness & establish connect with the mass market customers by - Initiating a Blogs Series or Podcast series
Internal Process:
- Ensure key decisions that help the CMO drive strategy, marketing plans and consumer experience; based on relevant insights and consumer data.
- Stimulate a culture that is anchored in deep consumer understanding of the banking product portfolio and challenges
- Manage and guide team member during various stages of research- designing questionnaire, online surveys and on reports
- Supervise research reports along with insights that add value to the report- ensuring that the flow, learnings and insights address business issues, aligned to stakeholder expectations
- Closely interfacing with MIS & analytics team wherever relevant - handholding team member in executing 1 data deep dive every quarter; providing insights to drive go to market strategy
- Adherence to the stipulated budgets while conducting research projects. Exploring cost-effective routes wherever feasible
Innovation & Learning:
- Ensure adherence to training man-days/ mandatory training program for self
- Guide team member in delivering data driven and actionable insights and adherence to project timelines
V. MINIMUM REQUIREMENTS OF KNOWLEDGE & SKILLS:
Educational:
Qualifications - MBA in Marketing
- Experience (Years and Core Experience Type) - 11 to 13 years of experience in a Tier 1 MR agency or handling MR for a Consumer facing organization preferably in the BFSI space.
- Prior experience in gathering and translating consumer and business insights into actionable implications and strategies.
- Area of exposure in intense consumer-facing Industries & BFSI verticals would be a plus.
- Any prior experience in the MFI space will be a big advantage.
Certifications - If required:
- Functional Skills - Knowledge of product landscape, as well as vendor ecosystem.
- Knowledge of Market Research (Both Qualitative & Quantitative),
- Knowledge of latest MR tools & techniques especially advanced ones such as Projective Techniques etc. (desirable)
- Knowledge of emerging & future Digital ecosystem (web, mobile and social).
- Behavioral Skills - Listening skills and understanding business needs
- Critical thinking and problem-solving skills
- Planning & Organizing
- Creativity & innovation
- Ability to manage team member and drive performance
- Written and verbal Communication skills
- Strong analytical skills and data-driven thinking.
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Posted By
Posted in
Sales & Marketing
Job Code
1369409
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