Aditya Birla Fashion & Retail - Head - Marketing

Key Result Areas Supporting Actions

Campaign Management - Spearhead planning and execution of all brand campaigns - 360 degree offline & online campaigns through an optimal mix of ATL, BTL (PR, Events and Consumer Activation) & leveraging the power of Digital/Social media

Agency Management - Manage agency partners to optimize delivery on

- Creative output and quality

- Ensure Engagement and involvement of senior agency resources

- Developing relevant and in consumer relevant creative

Media Management & Negotiation

- Negotiations Create deals with media houses directly. These annual deals are range from 5 -10 Cr upward at the MFL level and are used across brands

- Day-to-day working with mindshare

Budget Management

- Manage the annual brand marketing budget

- Ensure compliance and audit requirements

Competition analysis

- Regularly track and analyses competitor information through market intelligence and other sources

Stakeholder management

- Work closely with internal and external stakeholders (creative agency, media providers etc.) to implement all marketing initiatives in the most efficient and effective manner

- Adheres to the Annual Plans & Budgeting for the brand, track systems to monitor brand performance against the plan. Continuously strive to enhance return on marketing expenditure

Digital Marketing & ORM

- Manage and curate the digital/social media presence for the brand

- Manage linkages with brand.com

- Online relationship management

Customer Relationship Management activities

- Manage the Customer Relationship Program for the brand

- Lead formulation and execution of a sustainable marketing strategy by defining a distinctive brand positioning leading to brand building (brand salience, preference etc.) and business growth (Top Line, Bottom line, LTL growth etc.)

- Build a strong brand with great consumer connect by interpreting and bringing the brand positioning alive across various communication mediums

Exploring New business opportunities- Continuously scan business environment and evolving consumer needs through multiple sources including appropriate research interventions to define customer value proposition

- Identify opportunities for new product development & foray into new segments

Team Management 

- Manage a high performance marketing team, coordinate all operations of marketing function with an emphasis on process seamlessness, quality and consistency