1. Marketing Strategy - Brand Management:

a. Define and drive the organization's brand strategy, positioning and long-term brand building roadmap across product categories (casual, sports, formal, gents, ladies, kids footwear, etc.).

b. Own brand architecture and ensure consistent identity, tone and visual language across all consumer and trade touchpoints.

c. Track brand health metrics - awareness, recall, consideration, preference - through periodic research and consumer studies.

2. Trade - Retail Marketing (ATL/ BTL):

a. Plan and execute below-the-line (BTL) activities - in-shop branding, POS material, dealer boards, standees, window displays - in coordination with the General Trade sales force.

b. Design dealer/ distributor branding schemes and retail activation programs across multi-brand outlets (MBOs) and exclusive brand outlets (EBOs).

c. Plan above-the-line (ATL) campaigns - TV, print, outdoor, radio, cinema - timed to key seasons (festive, wedding, back-to-school).

d. Localize campaigns by region/zone in coordination with regional sales teams, factoring in local language, culture and buying patterns.

3. Digital Marketing - E-commerce:

a. Build and lead the digital marketing strategy - social media, performance marketing, SEO/ SEM, influencer marketing and content marketing.

b. Strengthen the brand's online presence and support D2C/ e-commerce channel growth in coordination with the online sales team.

c. Own digital marketing budgets and track ROI through analytics dashboards (CAC, ROAS, engagement, conversion).

4. New Product Launch - Category Marketing:

a. Partner with Product/ Design and Sales for go-to-market strategy of new collections and seasonal ranges.

b. Plan 360-degree launch campaigns - pricing communication, trade communication, consumer communication.

c. Own category-specific marketing calendars (sports, casual, formal, kids) aligned with the sales and production calendar.

5. Market Research - Consumer Insights:

a. Commission and analyse consumer research, market surveys and competitor benchmarking to guide brand, product and pricing strategy.

b. Track category trends, emerging consumer preferences and regional demand patterns across footwear segments.

c. Share data-backed insights with Sales, Product and Merchandising for demand and range planning.

6. Advertising, Content - Creative Management:

a. Manage relationships with creative, media buying and PR agencies; oversee campaigns from concept to execution.

b. Own creation of all brand assets - packaging, catalogues, POS material, digital content, ad films.

c. Ensure brand guidelines are consistently applied across internal and external collateral.

7. Events, Sponsorships - PR:

a. Plan and execute brand events, trade fairs, exhibitions and sponsorships to build visibility and credibility.

b. Manage media relationships and PR strategy to build a positive brand narrative and handle reputation management.

8. Budget - Vendor Management:

a. Prepare and manage the annual marketing budget across ATL, BTL, digital and events.

b. Negotiate and manage contracts with creative, media, research and event agencies.

c. Continuously track marketing spend efficiency and campaign ROI.

9. Cross-functional Coordination:

a. Align marketing initiatives with Sales (General Trade, Modern Trade, E-commerce, EBOs - MBOs) targets and regional priorities.

b. Partner with Product/ Design on collection themes, packaging and go-to-market communication.

c. Work with HR/ Training to cascade new launch and scheme communication to the field sales force.

10. Team Leadership:

a. Lead, mentor and build capability across brand marketing, trade marketing and digital marketing teams.