ABP Group - Senior Manager - Marketing - Digital - IIM/MDI/ISB

Role Summary

This is a high-visibility role for the company as we accelerate into our next phase of growth.

The incumbent would define the strategic orientation of the portfolio of brands - encompassing Brand Management, Public Relations, Sales Enablement and Digital Performance Management.

The role is responsible for the strategy, execution, analysis, and on-going optimization of our online marketing programs for branding, awareness and the end goal of acquiring market share. SEO, SEM, Social Media, Online Reputation Management, Affiliate and Influencer Marketing - all sit in this role.

Key Accountability

1. Branding & Marketing Communication

- Create and implement brand strategies to build awareness, growth, and loyalty for the individual brands in the portfolio.

- Lead and drive marketing communication, ensure clear and powerful messages about the product, brand and value proposition to each market segment. Maintain brand integrity and compliance across product lines, marketing materials, and all other internal and external communication

- Utilize critical market & competitive research to segment and define target markets, refine and improve the product value proposition and implement the best market-penetration strategy

- Deliver Brand led marketing campaigns to consistently drive salience &consideration for the brand.

- Drive brand equity index and develop the desired positioning. Align and implement all marketing activities to ensure on-brand positioning and awareness across all aspects of the marketing mix

- Manage external agencies and relationships with marketing services

2. Digital Marketing

- Manage the day-to-day function of digital marketing, including Social Media, Digital Production, budget control, project oversight, and KPI tracking. Oversee SEO projects and Social roadmap for the brand.

- Looking at the financial health of marketing department which includes cost per lead, cost per follower, channel ROI metrics, purchase-funnel performance etc.

- Work closely with teams across Google, Facebook, Networks & Affiliates for programmatic & other traffic across search, display & video. Oversee funnel management & conversions with an appropriate mix of in-house and agency resources to maximize presence and ROI across all digital marketing channels.

3. Sales Enablement

- Partner with Chief Revenue officer to deliver on sales goals.

- Ensure that the business brand is strong and consistent with all marketing strategies and tactics and the brands- a story is communicated creatively to attract as much advertiser/ media planner attention as possible.

- Drive the PR and Communications agenda to build the corporate and consumer brand. Own and maintain ORM process.

- Create sales enablement collaterals including value presentations, proposals, case studies; develop thought leadership assets and other forms of communication, marketing, and promotional materials, both offline and online

Qualifications

- Engineer, MBA from a premier Tier 1 institute &10-12 years of relevant work experience in operational/ strategic marketing and exposure to digital marketing.

- Deep expertise in Brand management and communications strategy.

- Strong analytical and quantitative skills including the ability to use customer research, hard data, and metrics to back up intuition and assess the efficacy of marketing programs

- Highly creative with experience in identifying target audiences and devising campaigns that engage, inform and motivate

- Ability to work cross-functionally and with a wide range of employees with different skill sets