HDFC Bank - SVP/Head - Marketing Communication

Job Title: SVP - Head Marketing Communication

Roles & Responsibilties:

Brand Management:

- Engage pro-actively with the business team and work with them to ensure marketing monies are effectively spent.

- Draw up Annual plans with Product teams and a unified messaging architecture

- Monitor competitive marketing activities and brand perception as an input into strategic brand planning

- Ensure brand governance

- Track ROI (at least 50% of the spends would have ROI measure).

- Ensure timely execution and campaign deployment in line with agreed TATs

- Enhance customer insight through research/ branch/ customer visits.

- Ensure adherence to commercial process

Activation:

- Accountable for improvement in Click through rates & Open Rates, Lead generation (exceed benchmarks) of digital creative (banners, emailers, sms)

- Monitor campaign efficacy weekly and take steps to improve communication impact.

- Joint reviews with Product and channel on segmentation, product pitch and quality of leads and lead conversion

Digital:

- Establish the Internet as a viable and significant channel for advertising & lead generation, aligning the online strategy with business goals

- Lead generation as per targets agreed with Digital Acquisition and within available budgets.

- Focus on cost effective traffic build-up to the Bank's online properties (including the website & mobile site), maintain position as highest traffic website amongst all private sector banks in India.

- Responsible for overall website performance & management. Improve site usability through use of web analytics

- Drive awareness for and adherence to Internet best practices on consumer friendly website and web application design

- Expand the Banks Social Media footprint & increase engagement & monetization through our fans & followers

- Leverage Social Media platforms through paid media to enhance visibility and drive cost-effective acquisitions

- Online Reputation Management, ensuring response to customer posts within one hour

Reporting:

- Reporting into Head Marketing

Reportees:

- 3 Brand management teams

- Digital Marketing team

- Media and Research manager