Consumer Engagement Role - Retail

This position will have four primary responsibilities :

- Consumer insights

- Social media and digital marketing,

- Traditional and digital CRM and loyalty programs, and

- Marketing planning.

This new position is expected to allow each large Brand team to engage their consumers in a more integrated and holistic way, leveraging the strengths of our traditional offline platforms and building our new competitive edge in the social/digital context.

Key Responsibilities :

Insights and Commercial Development :

- Develops a thorough omni-channel understanding of local consumer behaviors and preferences

- In line with this, executes the Brand's overall digital/social media strategy

- Develops specific recommendations on how to grow the Brand's - always on my mind- awareness, as well as help with commercial activities that can monetize these encounters with the Brand and ultimately drive sales, share and profits

- Develops/Executes specific implementation programs and campaigns for the Brand, highlights key areas where the Brand needs strategic and/or operational support from Affiliate or Regional stakeholders

- As a consequence, stays on top of the local market in terms of consumer, channel and competitive trends, threats and opportunities

- Works smoothly with Affiliate and Regional stakeholders to flawlessly executive the Brand programs

Social and Digital Marketing :

- In line with these insights, executes the Brand's social/digital strategy

- Manages the Brand's social/digital presence, posting on behalf of the Brand, curating user-generated content

- Provides continuous content to maximize influencers reach to the appropriate fan/social circle base

- Highlights local digital creative requirement to the Brand's Marketing manager

- Collaborates with PR to manage influencers and advocates

- Tracks metrics and KPIs to set targets and monitors campaign performance

- Responsible to develop tactics to improve upon KPIs

Agency Managements :

- Manages digital agency relationships (if required), including day-to-day production, as well as campaign budgets and schedules and overall expected results.

Consumer Focus :

- Point person for Consumer Care

- Ensures that Consumer is at the heart of product/channel innovation and initiatives

Ensure information on consumer-affected issues is communicated to the appropriate departments such as quality issues, risk management and recurrent complaints

CRM :

- Executes local Brand priorities in terms of CRM campaign, communicates them to Marketing manager and Regional Brand Consumer Engagement Manager as required

- Builds & executes annual and quarterly campaign calendar along with marketing manager and marketing executive

- Highlights technical and analytical requirements of flawless campaign execution; ensures they are in place for roll-out by working with Regional Corporate CRM Analysts concerning analytics, and Regional Corporate CRM Director and/or Regional Consumer Engagement Manager concerning strategic issues (as required)

- Ensures that local consumer segmentation and databases remain up to date and relevant for each campaign

- Evaluates campaigns against target KPIs and shares learnings with Marketing Manager

Salary range: 8 - 10 LPA