Lead Brand Experience with leading brand
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