Senior Manager at RGF Professional Recruitment India
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Head - Channel Marketing/Activation/Product - Go To Market - FMCG/Consumer Durable (8-12 yrs)
Head of Channel Marketing, Activation and Product Go to Market
1. Sales and Demand Planning:
a. Working with categories and Demand Planning to ensure we meet our months number through the right inputs of customer interventions, traffic and category activations
b. Build a long term MAC planning outlook along with customer goals for categories and platform,
2. Channel Marketing & Optimization
a. Leading Owned Media channels (Notifications, Email, Whatsapp, Platform Merchandising and Recommendations) and delivering best-in-class, consumer relevant channel experiences that support business and customer goals
b. Driving integrated communication and campaigns across own media channels that create customer demand, enhance consumer engagement and drive sales growth
c. Working Closely with product in defining the long term vision (optimization and innovation roadmap) for Merchandising, CRM
d. Working closely with product teams to define long term vision and innovation roadmap for discovery products of merchandising, CRM and Reco, build a roadmap for moving towards technology based solutions for all these channels, and move away from manual merchandising and marketing.
e. Revamp the Recommendations platform to drive higher Customer Lifetime Value, through the following pillars, this is a key task for this year
i. User State Aware Recco
ii. Predictive Recommendations
3. Customer Activation:
a. Identify and drive 360 degree customer activation programs throughout the year, this year the key ones being driven are, Valentine's Day, IPL, Summer Activation, Back To School, Festive Activation etc, this includes product, selection, pricing and marketing interventions
b. Drive Customer Programs to drive overall MAC goals like New Customer Program, Parents and Students Program
4. User Insights and Customer Lifetime Value:
a. Building Customer Lifetime Value and Predictive CLTV view for all customers and use this signal across the entire customer journey from discovery, PnP, transact and service.
b. Working with User Insights and FDP platform to strengthen the end to end data and insights view of customers, enrich the user insights we have for all customers and leveraging the rich user insights across platform, drive product thinking across all platforms of Neo, UI and FDP to enable teams to take more data driven decisions
5. Go To Market: As client introduces new user engagement features (like video, feeds, games, coins), new commerce constructs like ultra, travel, grocery, loyalty constructs like fin tech, coins etc, there is a need to look at the end to end funnel for relevant customers and in a resource constrained manner look at all ONO channels, performance and digital marketing channels using both personalisation and targeting to drive awareness and adoption for these new programs.