Head - Marketing & Alliances - BFSI/Payments/Telecom

Position Summary:

This role is that of a function head managing the umbrella staff function encompassing Marketing, Alliances and Analytics sub functions within the company.

The position is responsible for:

- Support to the CEO in setting marketing strategy and business decision making.

- Commercial evaluation of new opportunities

- Third party Advertisement

- Alliances

- Analytics to support deployment and portfolio profitability analysis

- Marketing initiatives

- White Label ATM program management (product, portfolio and profitability)

Major Activities (Responsibilities):

Marketing:

- Develop and execute marketing plan for both brown label and white label (Indicash) offering

- Enhance Brand Visibility for Indicash sites and ensure quality brand implementation cum brand adherence across touch points to aid brand pull and trials

- Own white label brand awareness creation and management

- Drive PR activities and digital media marketing tools to create brand awareness

- Leverage external and internal customer communication & engagement to achieve business objectives and drive a positive brand imagery for business entity

- Initiate and manage new services introduction on Indicash ATMs

Alliances:

- Build alliances and brand footprint through deployment across third party outlets and offices

- Create alliances with agencies to get consumer offers at various locations.

- Engage with local, regional & national brands for getting consumer offers.

- Leverage the Indicash ATM footprint to deploy CSR cum public welfare /utility initiatives that would aid community development and create value for Indicash users

Third Party Advertisement (TPA) - Alternative revenue channels for Indicash:

- Identify and work with agencies/partners for TPA from end to end: price building, sales, inventory management, field delivery & operations and collections

- Identify and manage concept selling opportunities to drive revenue from Indicash sites.

Portfolio Profitability Management:

- Develop business intelligence & analytics and identify new relevant metrics to assess business performance through market assessment & data analysis.

- Analyze transaction trends and related operational performance, along with benchmarking and recommendations for action.

- Derive insights into customer’s transaction behavior through the data analysis and implement transaction enhancing initiatives.

- Set up and drive cross-functional teams on key initiatives for increasing transactions, such as uptime improvement, site relocation, improved visibility, key marketing initiatives etc.

Deployment planning strategy:

- Develop pan India deployment strategy to maximize revenue for brown label and white label offerings

- Devise guidelines for site sourcing locations based on historical learnings and performance and make recommendations on improving site selection methodology

Person Specification:

Qualification: Graduation: BE, (preferred)

Post-graduation: MBA (essential) - preferably Tier 1 Management School

Requisite Skills:

Technical:

- Hands on Banking or Services product management / Marketing experience

- Strong understanding of the Payments space in general Strategy development and implementation

- Understanding of the competing products and services in terms of features and functionalities in the payments domain

- Analytical frameworks and techniques

- Marketing planning and execution

Functional:

- Domain experience

- Stakeholder management

- Mentoring and coaching skills to develop team members

Behavioral:

- Strategic and Analytical skills

- Strong influencing skills

- Should be a leader by inspiring confidence and leading by example

- Should be able to make people accountable and deliver as planned

- Ability to manage people with varied job profiles and age groups

Work Experience:

- 12 - 20 years of experience in the Services marketing domain (pref. BFSI, but not essential).

- Exposure to all aspects of profile Marketing, Alliances, Product management, Analytics