General Insurance in India has always been about conventional products such as Motor, Property, House, Medical etc. These have been sold too in a similiar manner across products and companies for the last 5 odd decades. Claims again is a tedious process.

- With evolving lifestyle of consumers, companies and brands are developing customized products and building services around this change. Insurance industry has been a little late to follow the trend. However, in last two years, a new breed of companies (Insure-tech)are entering this sector with new models that combine innovative products, novel ways of distribution and use of technology to be more customer centric.

- With rising income levels, and increasing awareness levels of Insurance in general, there will be accelerated growth of the General Insurance industry which is already at a healthy growth rate of 12-14% a year.

- This presents a clear opportunity to develop a new business model which combines technology with insurance expertise.

- My clients mission is to make a meaningful difference to the society by reducing cost, simplifying products and offering what customer wants (not selling products that one has), backed by service that makes them proud.

Job Description :

Role : Head - Performance Marketing

Location : Bengaluru

Reporting Into : CMO

Team :

Brand marketing team is the custodian of the overall brand and is responsible for building it amongst various stake holders of the business - Customers, Employees and partners. The primary objective of the team is to build equity for the Brand by developing and executing the brand marketing plan. The key focus areas for the team include:

Brand Development : Developing strong consumer insights through research, and incorporating the same into Brand roadmap and communication

Media Planning and Execution : Driving significant RoI for all the investments through innovative Media planning and buying

Social Media & ORM : Drive engagement across all the social media channels and build a positive perception for the brand

Content Marketing : Building TOM recall for the brand in the Insurance space, through strong content marketing

Consistency - of experience across all the consumer touch points

Key Responsibilities :

The key responsibilities of the role include :

- Develop and drive the strategy and marketing mix for the brand

- Responsible for Developing consumer insights, Driving Communication and creative execution across all the touch points of the consumer

- Develop key metrics to track Brand perception amongst the relevant TG

- Driving Consumer focus across the various teams within the company in order to build the requisite positioning for the brand

- Drive Consumer research and competitive analysis, to ensure the Brand remains relevant to consumers and measure the effectiveness of the initiatives that are being driven to support the Brand promise

- Drive Media Strategy, planning & buying across all Offline mediums to deliver maximum returns on the brand investments done

- Develop innovative solutions which include product integration and In-content placement and partnerships which deliver the brand objectives in a cost effective manner

- Assist the Brand and online marketing teams in planning and conceptualizing campaigns which can create significant recall for the brand in existing and new mediums

- Own and drive the relationship with all the Marketing partners across Creative, Media and Research

- Identify key partnerships for the brand and explore new channels which can increase effectiveness of reaching out to the target audience

- Custodian of the overall brand health in online public space

- Build and develop active user communities across all the platforms that are socially noteworthy and impactful

Key Result Areas& Performance Indicators :

The role would be accountable for :

- Meeting the targets for all the key metrics of the Brand around Brand Preference and the desired perception

- Driving up the search intent for the Brand to make it the most searched brand in the industry

Requirements :

- Must have experience in Leadership roles in driving the overall strategy for large brands

- Must have experience in handling budgets and executing long term campaigns across channels and mediums

- Must be able to guide the teams on delivering the objectives which are aligned to the overall business and the brand

- Must be able to align and drive processes across all the teams in the company

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