Vodafone - Manager - Brand Communication

The role's primarily responsibility is driving brand awareness & consideration for Vodafone by creating compelling brand retail and rural presence.

This comprises of 3 retail channels in Vodafone.

- Vodafone Stores & Mini Stores (Exclusive)

- Modern Trade (Non-exclusive & organized)

- Multi Brand Outlets (Non-exclusive & Non- organized)

The role will require multitasking and coordinating with our circle teams and various agencies on a daily basis.

This will also include spearheading various projects and national brand initiatives

Retail Management:

The exclusive retail has an overall footprint of over 9000 Vodafone Stores and Mini Stores. Currently, this channel is in an expansion mode.

The key responsibilities for exclusive retail are as follows:

- Strategy & Planning : Positioning of all formats of Vodafone Stores and own the complete design solution as per the global guidelines to ensure unmatched customer experience.

- Develop application guidelines for all circles to ensure consistency of brand across India. This will require working with various vendors. The production knowledge of various materials, printing and fabrication process is imminent.

- Design retail exclusive communications and implement the national go-to-market packages. The implementation will need intense coordination with circle Marcom teams.

- Understand the business objective and retail business priorities at the circle level and aid them with suitable brand solutions. This will require creating and managing the annual retail calendar.

- Create visual merchandising to amplify all relevant national campaigns as a part of 360 degree approach.

Distribution:

- Maintain a standardized visibility mechanism for all circles.

- Facilitate AVI - monthly national visibility audit, as a brand custodian and screen monthly presentations of all the circles.

- Keep reviewing the saliency & messaging elements, standardized the specifications and ensure high quality execution along with annual savings of 10% on POSM spends.

- Design and implement : Trade engagement programs for our distributors & retailers.

Rural Communications:

- Understand the rural market potential, competition and circle business objectives to drive voice and data consumption. Formulate strategy to drive brand consideration in the rural markets.

- Create innovative and measurable visibility and engagement go-to-market packages for rural markets.

Core competencies, knowledge and experience:

- Understanding of business and product strategy

- ATL and BTL development - considerable experience in developing brand strategy, positioning, communication and media plans

- Creation of Brand-track and consumer insight frameworks.

- Drive & influence circle teams to implement BTL plans on the ground.

- Understanding of 360 degree media planning