Lead - Brand Experience

SUMMARY : To establish the brand positioning and to communicate key brand attributes by creating international brand experience for consumers

KEY RESPONSIBILITIES :

- Planning and review of regional marketing calendar

- Build consumer understanding through brand perception studies and consumer profiling

- Use brand events effectively to communicate brand attributes

- Continuously monitor competition activities in media and on ground to modify strategies accordingly

- Deploy best practices and successful marketing initiative across regions

- Track and analyze initiatives of competition in the regions every quarter

- Ensure implementation of brand campaigns/season launch to keep up the imagery of brand

- Analyze region performances and review the calendar to target relevant KPIs

- Ensure quarterly marketing calendar is prepared along with the team and implemented at the regions

New store launches:

- Monitor new store launches and implementation of SOPs, making every launch success

- Monitor output vis a vis plan and initiate necessary action timely

Consumer offer :

- Create a robust regional and national consumer offer calendar based on the KPIs

- Proactively plan consumer offer to address business issues basis different consumer gifts across

- Report Cost Benefit analysis and Weekly analysis.

Season launch :

- Adapt the theme and the communication of the season launch to the regional communication

- Create BTL ideas to communicate the theme to drive Foot fall, store by store plans

- Create the fashion imagery of the brand through quality execution of POS, mall branding and outdoor

- Ensue change of in-store visuals before the season launch date (the POG launch date)

Brand Plan :

- Participate in development of marketing strategies and brand building exercises to increase market share across all regional festivals (Holi, Pongal, Ugadi etc)

- Standardize creative communication across touch points by adhering to the Brand Manual

Effective implementation of Media and PR :

- Spot opportunities to leverage brand attributes through media and PR

- Constantly monitor the effectiveness of various media vehicles deployed

- Identify the media vehicles for delivering a campaign media objective (reach or frequency)

- Determine media mix, effectively leverage media and make a complete media plan for a season

Marketing budget, reporting and vendor management :

- Have complete control of budget allocated for Marketing activities

- Reduce the cost through effective planning and execution

- Create vendor empanelment process

- Ensure qualitative execution by working with approved and qualified vendor

People management :

- Build, coach, develop and motivate the team to meet and exceed performance expectations

- Manage and motivate the team to ensure high engagement levels

- Lead them through example and timely feedback on their training and performance

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