Head (DGM/Head-Sales & Marketing)

ROLE TITLE : Head - Marketing

Reports to : Circle Sales & Marketing Head

Department : Sales & Marketing

Function : Marketing

ROLE PURPOSE :

- To manage and drive the revenues of the circle. Deliver Subscriber and Revenue growth with a core objective of getting incremental CMS and RMS.

- Designing and executing Marketing strategy for the circle whilst complying with agreed budget, timescales and agreed policy guidelines with all regulatory norms.

ESSENCE OF ROLE :

Key Accountabilities :

- Impact on the business The role holder is responsible for the revenue for the circle. The incumbent will be responsible to develop and plan marketing strategies to enhance the competitive position.

- The primary focus will be to increase the revenues by adding more Quality RES and extracting more from the existing base.

- Drive a healthy revenue Mix from Voice Usage, Roaming, Data and VAS.

- Base Management would include delivering on CDI and brand salience.

- Customers Suppliers and Third Parties The role holder has to constantly feel the pulse of each of the markets and be aware of market realities by being in constant touch with key customers groups.

- Aligning all suppliers partners like advertising agency, media house, PR agency, outdoor agency, content providers, market research etc towards a common goal and facilitating deliveries from them as per contractual agreements.

- Leadership and Teamwork The position is a leadership position in the circle. The role holder would set goals and targets for all revenue Verticals- U&R, VAS, Data, Roaming in consultation with the S&M Head, and will monitor the performance of the team on a regular basis.

- The incumbent would need to establish and maintain relationships with peers in the circle from Sales, Enterprise Business, Customer Service, Finance, Network and IN, Technical & IT, as well as, regional and corporate members from the corporate office.

- Innovation and Change The incumbent would need to innovate and bring appropriate changes depending on market realities and demands.

- He/She would be required to analyze and provide solutions on various matters pertaining to revenue from operation and consumer insights via research, call center and in house data mining.

Knowledge and Experience:

The role requires in-depth knowledge of marketing preferably in a telecom/office automation organization. He should have experience in managing revenues, sales, brand and a large team.

- He/ She should be able to work in a matrix reporting structure with a significant amount of cross functional dealings.

Communication:

- The role holder is responsible for all customer / brand communication.

- Design Communication that aid the help build a strong brand and helps deliver revenue and subscriber growth objectives.

ROLE DIMENSIONS :

- The incumbent would be responsible for achieving GSR of Rs.3700 cr ( as per target ) and increasing the revenue market share to 0.4 %( as per target )

- The incumbent would also be responsible to deliver the targeted RES growth for the year.

- The role holder will be responsible for maintaining the Gross ARPU at Rs 346 (as per target)

- The role holder would be responsible for delivering 167 Cr of Roaming, 385 Cr of VAS revenue and Data revenue of 439 Cr

- The role holder would be handling marketing budgets to the tune of Rs. 20.6cr ( as per A&P spends).

- The role holder would be responsible CDI scores and brand health scores like ITP

- The role holder would be responsible for employee satisfaction in the circle as measured by employee attrition of ( as per measure) %.

- Driving a customer focused approach would be a critical dimension of the role with high focus on brand / service differentiation.

- Strong focus on setting up systems and processes and driving business strategy by market segments so as to attain market leadership.

- The incumbent will provide the impetus for innovation and change in circle operations.

- Provide MARCOM / communication support to the circle operation

TYPICAL OUTPUTS :

- Increase in GSR

- Increase in Revenue Earning Subscriber base with churn maintained.

- Growth of Gross ARPU

- RPM management

- Marketing spends to be within a budget.

- Employee attrition to be maintained.

PERSONAL SPECIFICATIONS :

Revenue Planning and Product Management :

- 11-13 years plus of experience out of which at least 3-4 years should be as a product head / marketing head for a reputed organization.

- A proven track record in meeting revenue targets, preferably in a variety of situations so as to be able to draw upon a breadth of experience when making decisions and analyzing plans

Sales & Distribution :

- Experience in working with large teams of mid & senior level professionals.

- MBA / BE from a reputed Institute.

- Knowledge about Telecom industry in general

- Should be comfortable with change and ambiguity given the dynamic business environment.

- Ability to communicate at multiple levels with both customers and colleagues.

COMPETENCY MAP :

- Strategic Orientation

- Thought Leadership

- Systemic approach to Problem assessment and solving

- Man Management

- Ability to manage change

- Results driven

- Customer focused

- Strong Analytical skills

- Strong Commercial Skills

- Bachelors and MBA from a repute institute mandatory 11-13 years of total experience after MBA

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