Lead - Brand Marketing - Travel/Aviation Industry - IIM/ISB/FMS/MDI

Lead - Brand Marketing - Travel/Aviation

Job Position Summary:

- Lead - Brand Marketing will be the go-to person for "everything" Marketing & Digital. She/He will be responsible for planning, developing, implementing, and monitoring the overall business marketing strategy, including market trend capturing, product marketing, branding, digital marketing, social media engagement, marketing communications, advertising, research & insights, and media buying & planning.

- The incumbent will report to the Chief Marketing & Experience Officer and lead the Brand and Marketing communications team. She/He will oversee the creation of clutter-breaking content, leverage online and offline channels, use marketing technology, consumer insights and research to continuously improve creative and media throughput to help achieve brand and business objectives.

- An ideal candidate would be a motivated self-starter who thrives on learning new digital trends, working in a fast-paced, high growth, rapidly evolving business and is keen to build a differentiated brand experience leveraging digital and marketing technology.

Key responsibilities:

1. Identify short-term and long-term scheduling, budget, and resource needs, including the development and management of an annual marketing plan. Ensure the creation of a holistic brand strategy that helps the business acquire the desired positioning in the market.

2. Develop the annual marketing activity calendar for the brand basis the defined business objectives in collaboration with key internal stakeholders. Continuously track the progress of the activity calendar, measure effectiveness of every activity and report progress.

3. Plan, design and execute full stack data driven growth & marketing campaigns, focused on key metrics in terms of performance, marketing funnel, reach and engagement.

4. Track key marketing performance metrics, provide market research, competitive analyses, campaign results, and consumer trends leading to actionable insights.

5. Study consumer, overall market, and competition trends and revamp the marketing strategy creatively on a regular basis to appeal to the target audience through new-age tools and techniques.

6. Provide direction in the design, techniques, production, and distribution of all communication assets including digital content.

7. Ensure the brand message is strong, effective and consistent across all channels and marketing efforts (like events, email campaigns, digital channels, and promotional material)

8. Identify opportunities to reach new market segments, expand reach and engagement. Drive targeted, localised and personalised communication.

9. Build, maintain and enhance Brand Equity/Leadership within the target market by working closely with internal and external stakeholders.

10. Segment customer base on various transactional/behavioural features & design effective 'reach out' marketing programs.

11. Suggest new features/service design/product innovations whenever necessary basis understanding of consumer behaviour and business goals.

12. Track the progress of key brand equity parameters through the brand health monitor. Be a custodian of the brand by ensuring all ATL/BTL social and digital marketing campaigns and activities are aligned to the brand promise and defined guidelines.

13. Lead and manage the partner ecosystem including managing the creative and media agency partners to design and develop marketing campaigns for online and offline mediums.

14. Build and nurture partnerships with the ecosystem players (other brands, agencies, content creators, plane spotters, startups, etc.) to further drive marketing efficiency, effectiveness, and consumer value.

15. Plan and execute media planning, selection and buying for both offline and online channels. Drive best-in-class reach, engagement and RoI.

16. Define and execute events, sponsorships, and on-ground activations programs.

17. Recruit and manage a high-performance team to drive innovation and new-age marketing programs.

Desired Qualification / Experience:

- MBA from a premiere institute

- Minimum of 10 years of hands-on experience in brand management and digital marketing.

- In-depth understanding of brand, marketing, digital, martech, CRM, loyalty and consumer research with strong project management and execution experience.

- Experience in targeted / personalised communication, lead generation and conversion funnels.

- Ability to partner with internal teams and external agencies to deliver on brand and business objectives.