Competencies:

Strategic:

Define, evaluate, implement and monitor marketing and promotional strategies to meet immediate and long term strategic & growth objectives of Org in India.

Effectively manage the marketing, advertising and promotional activities for - Core- brand portfolio with the aim to maximize Return on investments (ROI) and other strategic objectives.

Continuously monitor the market and competitive landscape to evaluate existing and upcoming opportunities/ challenges, alter marketing strategy and devise counter response to competitor's activities to gain and strengthen market position.

Responsible to provide a clear brand communication and differentiation message in the marketplace to gain consumer attention & loyalty and ensures a distinct brand visibility.

Operational:

Responsible for timely creation of annual marketing & promotional plan and monitor effective utilisation of marketing budget.

To develop and secure approval for business cases of various marketing/ branding initiatives, including new market launches, innovations, line extensions, etc.

Manage and provide guidance to Brand and Trade Marketing managers to develop and deliver appropriate field sales enablement tools, targeted to increase market share, penetration and command brand loyalty from customers.

Establish an effective working relationship with Sales team to ensure company's brands gain adequate market traction through sales enablement & marketing demand generation programs.

Develop, manage, approve and monitor creative production of ATL and BTL marketing programs, graphic design, web development, and other art work etc.

Responsible for sign-off on all promotional/ creative communications/ marketing literature/ campaigns, etc., in compliance with brand guidelines and local regulatory requirements.

Effective liaisoning with PR agencies, art designers, copywriters, etc., to formulate promotional/ campaign strategy and material.

Assist the Senior leadership team on content creation for press releases, articles, presentations, events, conferences and preparation and roll out of various marketing collaterals.

Coordinate with Legal team to resolve issues related with copyright infringement, compliance with regulations related with advertisement and promotions and other related aspects.

Develop, coordinate and manage promotional activities, activations, product launch etc., working with developers, advertisers, PR agencies and sales team.

Undertake periodic field visits for up to date knowledge on market activities/ trends, monitor implementation of marketing and promotional campaign, obtain direct feedback from customers and create right market connect.

Guide, manage and channelise the effort of Marketing team reporting to help them attain individual and larger organisational goals.

Participate in periodic sales calls to keep track of sales performance, exchange inputs with sales leadership on effectiveness of A&P plans, redefining/ fine-tuning strategy in line with market aspirations/ competitor's activities.

Organise training sessions for sales/marketing team on product knowledge, go to market strategy/ rolling out targeted promotional plans, etc.

Develop relationship with A&P vendors helping the company procure goods/services at an optimal price and a shorter lead time.

Assist in the global realignment of Teachers brand and any other global branding initiative as and when initiated.

Design specific/targeted marketing & promotional program as per leadership/ market need to attain immediate and long term objectives.

Ensure optimal procurement of POSM goods and their effective, depletion/ utilization & distribution across all relevant channels.

Reporting/ Monitoring:

Ensure all A&P programs are rolled-out in line with the legal guidelines and applicable local regulations.

Establish and manage a robust data analytics function within the ambit of marketing team and ensure effective tracking of all relevant sales/market /competitive KPIs and timely circulation to leadership/ stakeholders in a defined MIS.

Monitor performance of team members reporting to the position and take effective steps to enhance their productivity/performance/knowledge and growth through guidance, mentorship and coaching

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