HDFC Bank - Manager - Brand Marketing

1. JOB PURPOSE : 

Summarise briefly, why your job exists;

Design & Deliver customer communication & be responsible for product branding

2. PRINCIPLE ACCOUNTABILITIES : 

(List the expected end results that must be achieved in order to fulfil your job purpose and the activities that help in achieving these results)

Key Result Areas :

- Brand custodian : Develop brand communication and ensure proposition reflects across channels and media - 30%

- Communication development : Deliver impactful communication based on customer insights - 25%

- Contribution to business imperatives : Develop brand marketing communication for all key products / campaigns in portfolio. - 20%

- Processes : Adhere to all process with 100% compliance - 20%

- Organizational imperatives : Manage key initiatives outside the portfolio. - 5%

Description of the Relationships and Roles :

1. Ensure brand consistency across all media/touch-points for all products in portfolio: 100% consistency. Achieve this by engendering a "team effort" on all major campaigns with other teams such as digital/campaigns/response/regional mktg. etc.,.,

2. Ensure insights are collected for all priority products

3. Ensure insights are applied and communication evaluated on the basis of the applicable insight

4. Test all communication for priority products and major campaigns for comprehension prior to roll-out

5. Develop communication across all formats such as Print, Outdoor, Video, TV, Radio, Digital, Social, email, SMS etc

6. Ensure all communication is error free and compliant

7. Provide support to Regional Marketing teams

8. Generate awareness for products/services in portfolio:

9. New product launches/ Large Campaigns: generate an incremental lift of 20% -25% (TOM / business impact)

10. Re-launches/re-staging/ Medium size campaigns: generate an incremental lift of 10%-15% (TOM / business impact)

11. Seasonal/POM campaigns: generate an incremental lift of 10%- 15% (TOM / business impact)

12. Ensure no overspend on sanctioned budget

13. Ensure commercial bills clearance within TAT

14. Adherence to commercial process

15. Build Cost efficiencies

16. Agency management

17. Manage key initiatives outside of the portfolio as allocated

18. Ensure deliverables are met as per agreed TAT

19. Create high quality output for each of these initiatives

3. DIMENSIONS

List the data, which will reflect the scope and scale of activities concerning your job.

(These should be quantifiable numerical amounts)

Delivery of creative for customer communication

Adherence to Brand Guidelines

4. JOB SPECIFICATIONS:

State the minimum acceptable proficiency for this job. Do not state incumbent-specific information.

- Educational Background - MBA in Marketing

- Total Work experience - 0 to 5 Years

- Relevant Work Experience - 0 to 3 Years

- Key Behavioural requirements - Creative, Well Articulated, Strategic Thinking, Collaborative

- Any Specific Functional / Skill Set Requirement - Working expertise on Brand Management, Communication Development, Video Content, Portfolio Management, Creative