JOB SUMMARY

As Chief manager, channel marketing, the incumbent will be responsible for developing, driving and implementing channel marketing strategies and promotional campaigns for Bancassurance channel (Yes Bank, Group & Rest of BANCA- UCB's/Peerless).

Responsible for:

- Developing channel marketing programs & marketing campaigns for enabling sales growth and revenue enhancement

- Managing the channel marketing calendar for the channel

- Design & develop seller/customer/consumer engagement strategy in tandem with the brand purpose, vision and functional strategy of the function/organization.

- Take forward and build the brand common purpose and positioning across channel marketing initiatives

- Champion all below the line, digital and experiential marketing initiatives- in line with the channel must wins

- Driving consumer and seller need identification through research and strategic initiatives

- Supporting channel transformation initiatives through marketing and communication interventions

- Ensure that BANCA partners & stakeholders are up-to-date with new products and enhancements.

- Develop sales tools, marketing campaigns, digital campaigns and aids which will help accelerate product uptake amongst channel partners.

- Design and implement measurements to quantify ROI from channel marketing programs, quarterly thematic campaigns and co-marketing activities with BANCA partners.

- Develop and drive demand/lead generation marketing strategy, generating qualified prospects for the sales organization. Includes ongoing lead nurturing programs to support the channel leads.

- Work closely with brand marketing, digital team and product marketing on development and production of enablement tools and other campaign related collaterals. Example: conversation starters, video marketing, digital tools etc.

- Leverage brand assets effectively to build consumer preference and gain seller mindshare via strategic long term platforms.

- Build protection as a key product and category feature to drive seller conviction and develop sales tools and campaigns to support them.

- Develop, manage and drive cross-sell campaigns in partnership with the bank.

- Internal liaison- responsible for communicating all channel programs, campaigns and lead generating activities.

- Develop profitable marketing plan based on industry trends and competitor activities.

Marketing Communications

- Work with advertising agency and creative partners to drive the marketing communications calendar and work stream- creative & content excellence

- Simplify product communication to convey our proposition clearly to channel partners & the bank

- Ensure timely launch of product campaigns and BTL consumer activations to support the distribution teams & the bank

- Monitor performance of campaigns to build cost efficiencies in order to use budgets optimally for the channel

- Drive innovation, digitization and strategic tie-ups to benefit the channel in speedy execution and the go to market strategy

Experiential Marketing & Consumer Activations

- Develop an ecosystem of partners and work with them to curate events, consumer activations and drive strategic partnerships to leverage on ground coverage, in partnership with the bank

- Partner distribution & the banks to leverage occasion based marketing and leverage activations to drive top of the funnel conversations (lead generation and brand salience)

- Work with the digital marketing team to drive innovation and digital engagement/influence across platforms

- Team Management: Responsible to manage a team 1 DR (Manager- Channel Marketing). Will build the team and upgrade talent.

MEASURES OF SUCCESS

- ROI from channel marketing programs

- Awareness and uptake of campaigns amongst sellers and consumers

- Quality of execution, adherence to timelines and innovativeness

- Channel marketing internal voice of customer + Bank partners feedback

- Effective cost management and financial discipline

- Feedback from stakeholders and cross functional heads

- Increase in the seller activation and productivity

- Achievement of protection plan and enabling business plan of the channel

- Impact product launches and driving product mix

MINIMUM EDUCATION

- Graduate/MBA or Masters in Mass Communication (premier institutes will be preferred)

MINIMUM/SPECIFIC EXPERIENCE

- 8-10 experience in Marketing (Product Marketing, Advertising, Channel Marketing, Brand Marketing) - in an organization that has a strong consumer focused approach. Candidates from BFSI & life insurance backgrounds will be preferred

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