Job Description:

The Company is one of the prominent and profitable players in the Flexible Workplace/ Co-working Solutions space with a national presence. The Company is eyeing significant expansion opportunities and is a reputed and well respected brand in the segment.

The Head-Marketing shall be part of the leadership team and responsible for leading and developing marketing plans and implementing marketing strategies for the company. The role will be responsible for owning the Company's Brand value proposition, which will include the product design, and expansion strategies both in collaboration with the CEP, Customer Experience, Pricing Strategy, Building Service Brand Guidelines & Governance, lead teams/agencies for Demand Gen, Marketing Operations, Social media, Content and MarCom.

ROLE SUMMARY:

- Responsible for outlining the Brand Architecture for the Organization and ensuring that it is in alignment with the Company's purpose map and long term business strategy-

- Responsible for building a strong Company Brand in order to have a materially significant positive impact on the overall brand equity.

- Responsible for building systems and processes to implement and execute the overall marketing strategy of the organization.

- Responsible for ensuring a consistent and delightful Customer experience across various touch points outlined in the Brand architecture.

- Responsible for collaboratively creating and tactically executing the integrated marketing communications strategy for Company in alignment with the overall business strategy.

KEY RESPONSIBILITIES:

1. Responsible for outlining the Brand Architecture for the Organization and ensuring that it is in alignment with the Company's purpose map and long term business strategy

Brand Architecture

- Work closely with cross-functional teams/agencies and help the organization discover a compelling brand value proposition and build a brand architecture that organizes brands, products and services to help an audience access and relate to a brand.

- Accountable to deliver the brand strategy at an overall level and ensuring that the brand's story is communicated creatively so as to attract and sustain attention, growth and engagement with customers.

- To create a marketing vision and plan of action for the organization to build the product/services portfolio and increase market share, leading to increased revenue, awareness, credibility, recall and relevance among the target audience.

Market Research:

- Lead market research teams to understand customer trends and preferences and to identify potential changes required in brand architecture, communication, outreach modes and products.

- Provide key strategic inputs to the expansion/growth plans in the various pan India micro markets

2. Responsible for building a strong Company Brand in order to have a materially significant positive impact on the overall brand equity.

Brand Management:

- Drive design of Marketing playbooks, manuals, guidebooks that enable faster deployment and upholding of the brand value proposition across the organization.

- Maintaining and enhancing Brand awareness, Customer engagement, Customer retention, Spend per customer & other metrics.

- Build measures to track brand equity- both internal as well as external- and build programs to effectively enhance it over a limited period.

3. Responsible for building systems and processes to implement and execute the overall marketing strategy of the organization.

Marketing Management:

- Accountable for the deployment of the marketing plans of existing and new projects as per defined timelines in alignment with overall marketing strategy.

- Accountable for owning the annual marketing plans and budgets and managing the RoI on various marketing efforts and campaigns. This includes budget planning, funnel forecasting & tracking across all marketing activities and campaigns conducted.

- Implementing Marketing Technology Automation to Drive Scale for the Platform

- Identifying customer touch-points and building customer engagements, channel partner engagements through organizing promotional activities and campaigns

Demand Generation:

- Provide leadership to the Demand generation teams/agencies to leverage inorganic and paid channels to augment traffic, MQLs and SQLs.

- Lead all marketing efforts towards user acquisition and engagement for 91S across all our enterprise/SME markets including BTL, marketing communication, email marketing, digital marketing, offline events, lead generation platforms and more.

- Owning and staying accountable to a sales KPI, alongside typical marketing funnel metrics (conversion, ToFu/BoFu, CAC, % Repeats). As a Marketing Lead, your overall responsibility would be to support & ensure all regions hit their sales target, through acquisition and conversion efforts driven by sales marketing teams.

4. Responsible for ensuring a consistent and delightful Customer experience across various touch points outlined in the Brand architecture

Customer Journey/Experience:

- Setting direction of Company's Purpose map from a perspective of creating events resulting in joyful outcomes in the organization.

- Accountable for ensuring the Brand essence manifests into the product design, service brand and related processes.

- Lead the team efforts to deliver memorable, captivating and cherish able moments of joy and happiness.

- Build tools and technology to enhance customer attraction, experience and retention.

5. Responsible for collaboratively creating and tactically executing the integrated marketing communications strategy for the Company in alignment with the overall business strategy

Marketing Communications:

- Lead and manage Company's MarCom team and build visibility of all Company products/services within the enterprise and SME ecosystem.

- Build GTM and launch strategies for any new Company locations/products/services. This includes setting product guidelines, messaging, channel-mix and sales support for any pitch material or assets needed to introduce products to potential customers.

- Planning & execution of co-branded events with like minded brands/member companies/booster partners/founder's club aimed at new customer acquisition.

Content Strategy

- Build and Own the social media and content marketing strategy and guide the teams in developing content strategies through LinkedIn, FB, Instagram, etc to enable conversations and buzz in the industry.

- Periodically review the content strategy from a forward looking perspective in terms of relevance, effectiveness and target audience.

What We're Looking For:-

- MBA/Masters in Marketing with 10-15 years in a Customer Facing Organization with experience of leading a Marketing team. Preferably with strong experience in Brand management, Product/Pricing Strategy, and Demand Generation.

- A creative person with an ability to build a compelling narrative that furthers Company's brand intent and is consistent with the Company's purpose of creating communities of joy, learning and collaboration.

- Experience in leading holistic marketing campaigns, brand initiatives and projects in service/hospitality sectors, strongly preferred.

- Understand and strongly capable of applying concepts that straddle between business strategy and marketing strategy (e.g. CAC,LTV, price determination, market research conversion rates, financial metrics etc.)

- Have an unparalleled level of raw creativity passionate for creative projects inside you.

- Adapt well to the fast-paced dynamic nature of a start-up environment, with resourcefulness and understanding the business context.

- Past project management managerial experience (must-have), preferably in marketing

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