Key Role Objective
- To build a powerful connection of brand of the organization / Product with all the external and internal stakeholders, especially consumers.
Key responsibility areas
- Custodianship of immediate as well as long-term health of the brand
- Developing strategies for gaining market share and price premium over competition
- Applying deep understanding of all customer groups to building insightful communication and programs
- Represent the voice of the brand within the organization and especially at the company leadership level
- Bring disruptive thinking to the cement category
Tasks
- Develop and lead the overall marketing strategy for the brand
- Strengthen brand health: Drive brand preference and purchase among end consumers
Drive brand visibility on mass media through ATL communication & other relevant channels
Develop & execute outdoor visibility initiatives
Identify disruptive and clutter breaking means of reaching out to consumers
- Ensure that the organization Brand values guide all the design of all activation and engagement programs targeting key influencers and intermediaries
- Understand needs, attitudes & choice drivers of consumers & intermediaries/influencers
- Developing a robust portfolio strategy aimed at maximising organization's share of the construction pie
- Working closely with state level teams to ensure alignment between central strategy and state-level marketing plans
- Lead the relationship with external agency partners (communication, research, media)
- Planning marketing calendar in line with brand objectives & budgets
- Co-ordination with
Other teams (sales, customer services) for brand related initiatives
Other functions (HR, Finance, logistics) for smooth execution
- Improve internal marketing capabilities & processes
Key Performance Metrics
- Brand health parameters (Awareness, Preference, Purchase scores) amongst consumer & influencers
- Price premium over competition
- Achievement of monthly and annual sales & profit targets
- Contribution of premium products to overall business
Desired Traits
- A deep understanding of how to build a brand led business
- Zeal to relentlessly champion brand's philosophy across the length & breadth of the organization
- Effortless toggling between long term strategy and short term tactics
- Break moulds and challenge status quo to foster a culture that fosters new ideas
- Ability to analyse and synthesize research data to uncover new understanding and arriving at powerful insights
- Strong skills in communication development & branding
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