Idea - Brand Head - Marketing

1) Job Purpose:

Strategize and develop brand promotions to achieve brand visibility in the market to improve brand disposition amongst the customer target group.

2) Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.

Business/SBU/Unit/Circle Revenue

Business Workforce Number

Unit/Circle Workforce Number

Function Workforce Number

Vertical/Department Workforce Number 3

Other Quantitative and Important Parameters for the job:

Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter Parameters & attributes relevant in the Market research

Optimised & effective utilisation of A&P budgets

3) Job Context & Major Challenges: Write the context in which the job is performed and the specific challenges (internal and external) that the job provides to the jobholder in the context of the Business/Unit/Function/Department

Job Context:

Brand positioning is an important task in today's competitive market scenario. The customer strongly believes in buying the brand which provides more talk time in lesser price. Customer will come to know about the tariff/ product & other relevant details through brand campaign. The profile is responsible for planning, designing and developing national and circle specific brand promotions for both thematic & schematic campaigns in order to achieve brand visibility in the market & to improve brand image, which is measurable through Brand Track Index (BTI).

Major Challenges:

- Improve and sustain the Brand Track Index (BTI) in highly dynamic, cluttered & aggressive market environment.

4) Key Result Areas/Accountabilities and Supporting Actions: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)

Key Result Areas/Accountabilities Supporting Actions

Develop various brand initiatives to enhance brand visibility.

- Manage and maintain outdoor media to enhance brand pull

- Design and develop POP retail level in-shop branding activities for external visibility enhancement for better brand visibility

- Monitor the maintenance of rural and highway visibility through wall and shutter painting and also to manage ATL activities like press, radio and cinema for brand visibility exercise

Review the budget provided annually to the brand team and ensure better allocation of budget for every branding activity that is been taken up - Ensure purchase requisition through indent and track invoices and payments for each branding activities that is taken up by the brand team

- Prepare budget for every activity that is taken up in the beginning of the year

Review activities within timelines specified to achieve targeted BTI score - Ensure effective PR management exist for Raj Circle so that they can help create media's favourable disposition towards brand.

- Maintain relation creative agency so as to ensure timely and relevant creative content for each set of communication

- Ensuring Roll out of 360 degree national campaigns as per the given timelines

5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

- Brand Manager- Events & promotions - Design & coordinate events / promotions to enhance brand positioning at the ground level. Co-ordinate with Sales team to evaluate & support brand visibility in the channel/trade. Coordination with the printer/other vendors for timely & effective roll out of campaigns.

- Brand Executive- Brand visibility - Audit Checks of all Zones for Market visibility & replenishment of POP & other brand merchandise. Maintain MIS of Marketing Merchandise & spend on printing / BTL spends. Coordinate & support other brand initiatives.