Manager - Brand Marketing - Textile

Key Result Areas :

- Supporting Actions

- Impact the Brand Financials

- Monitor the marketing budget and expenditure

- Monitor % Sales from new developments/innovations in current category or a new category

- Understand, Define & Continuously track evolving consumer needs

- Define & track the targeted customer in terms of demographic & psychographic profile

- Understand triggers influencing buying, buying process and shopping behavior

- Develop Relationships with agency partners to build & execute Communication & Marketing plans

- Finalize selection of agency partners for execution of Marketing Plans

- Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria

- Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand's Point of View

- Ensure efficient Media Planning & Buying

- Build communication plan for the CRM program

- Define Brand Positioning & build a system to monitor brand performance

- Based on the Target Group profile, work with the creative team to define the brand personality

- Define & maintain relevance of the value dimension of the brand- both tangible & intangibles

- Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning

 - Customer engagement

- Increase No. of loyalty program members

- Plan the marketing Campaign Effectiveness

- Monitor Social media presence scores

- Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)

- Build an Efficient Marketing Budget & Execute on agreed Brand Objectives

- Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM

- Build Marketing Plans and Budget for executing on agreed objectives

- Innovate in marketing execution to build marketing cost efficiencies

- Efficiency in marketing processes

- Agency Management

- Media plan effectiveness wrt reach and frequency

- Annual Brand Plan Process efficiency

- Drive Customer Engagement process under BE framework (RADAR Score)

- Institutionalizing Brand Equity measurement & process of improving it over time

- Monitor competitive brand marketing activities

- Track market research data

- Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan