Job Purpose

- Support revenue on key portfolios by creating compelling communication for Brand and Direct Marketing campaigns across digital & offline channels.

- It involves monitoring the competitive landscape for the portfolio of products managed. In-depth understanding of consumer buying journey to create sharp communication brief for creative agencies (Brand agencies, production houses, digital & direct marketing agencies).

- Evaluate & test communication with consumers to ensure comprehension, likeability, and intent.

- Follow the brand planning process and execute the Go To Market strategy within the agreed TAT, process, and budget. Track, analyze, and publish results.

Job Responsibilities(JR) : 6-8 Areas Actionable (4-6)

1. Revenue impact -

- Support 25% digital unassisted business for key products

- Develop contextual & relevant communication for identified journeys to support digital unassisted

- Ensure communication quality & consistency across channels/media is maintained

- Closely work with channel owners to ensure error-free and timely deployment of communication

2. Brand Management -

- Execute interventions to strengthen or create a brand attribute

- Create & execute acts to manifest brand purpose for products in the portfolio

- Develop content for brand marketing as per calendar for scoped opportunities

- In order to make a data-driven brand decision, keep updated on emerging trends through market visits, be part of the customer research process, research presentations, and knowledge of competition

3. Product Marketing -

- Do competition mapping, get an in-depth understanding of consumer buying journey to create sharp communication brief

- Work towards creating product positioning that will differentiate the product in the consumers mind

- Develop compelling communication as per arrived product positioning

- Evaluate & test communication with consumers to ensure comprehension, likeability, and intent

- Execute GTM- integrated 360-degree launch, track, analyze, and publish results.

- Develop communication for customer onboarding, usage & retention (CLCM)

4. Direct Marketing Campaigns (For Campaigns communication) -

- Support incremental business by developing persuasive and engaging channel-specific communication e-mail, SMS, digital banners, CP banners, notifications for campaigns

- Create and test subject lines for achieving higher than industry higher Views (Open rate) by leveraging Artificial Intelligence-based subject line prediction tool

- Create communication using behavioral economics learning, to achieve higher response (click rate/CTR)

- Develop narrative basis customer behavioral profile segments for on-ground sales & digital channels

5. Innovations -

- Innovative campaign/product/process ideas or ACTs created in accordance with the proposition and executed to create high staff and customer engagement

6. Catchment area marketing -

- Create communication templates for products in portfolio and brand for use by Regional Marketing team Pan India

- Support communication requirements of on-ground activation campaigns Pan India by Regional Marketing team

7. Processes-

- 100% adherence billing

- Timely track and publish campaign results

- Execute GTM within TAT as per PERT

Key Skills -

- Working knowledge of Brand Management & Communication Development for digital & offline media

- Ability to identify & incorporate consumer insight from research to create communication

- Knowledge of Competitive landscape & current trends in marketing

- Ability to create sharp communication brief based on consumer insights, product & market understanding

- Creative evaluation relevant to the medium (digital/social/film scripts & edits/print/direct marketing etc)

- Understanding of relevant production process for communication output

- High on Interpersonal skills to deliver by working with cross-functional teams

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