The House Of Abhinandan Lodha - Manager - Media

Role:

The House of Abhinandan Lodha was formed on the backbone of the realization to democratize land ownership across the country and in overseas markets - via strong tech-enabled processes, with multiple distribution channels. The core foundation of the organization is based on several tenets. i) Build and evangelize branded land, with unparalleled ecosystems. ii) Create strong foundations of due diligence, clean titles and ownership, thus building sustained relationships, hinging around trust. iii) Create inter-generational wealth, with the promise of assisted liquidity. The organization is transforming land ownership across multiple geographies (from coastal Maharashtra to Goa to Ayodhya) and has the vision of becoming a listed entity with multiple geographies and segmented offerings under its fold. The role under discussion will be responsible for managing and co-creating multi-faceted media plans corresponding to (brand and business) requirements, creating and managing barter deals with large media channels across MULTIPLE geographies, distributed across India (NCR, Maharashtra, South India) and key overseas zones such as the Middle East, US and South East Asia. The ability to create insight-driven media plans, managed with adherence on spends and budget guidelines and collaborating with internal and external stakeholders would be an understood pre-requisite. Towards this, market, consumer and product understanding will be critical and the associate could expect a rewarding, challenging and meaningful career in a fast-paced organization, with a steep learning curve.

Objective:

i) Study media consumption data ACROSS markets, get competitive rate cards and FORMULATE composite media plans across markets.

ii) Formulate barters with top media vehicle owners, reduce cash burn and MANAGE the barter consumption.

iii) Derive AOP-driven media plans with best practices borrowed from FMCG/FMCD/Auto/telecom sectors.

iv) Straddle multimodal media vehicles, namely (but NOT confined to) Print (newsprint and magazines), OOH, Radio, ambient media, Cinema.

v) Understand markets and consumer behaviour via Brand managers/research agencies.

vi) Stay updated on price trends across media.

Key Responsibilities:

1. Interacting and collaborating with media houses, and internally (Marketing/Brand + Loyalty + Outstation and NRI teams) teams to derive media plans basis Annual Operating Plans + Activation Calendars and resultant budgets.

2. Manage deployment + barter relationships,

3. Drive monthly and quarterly reviews with ALL teams to assess need gaps and define way forward.

4. Drive innovations and bring media innovations and available options for review, periodically.

Activities:

1. Understanding BRAND + business requirements, product USPs, TG/demographics, visit project locations and study prominent media channels.

2. Flow back media understanding through periodic media house inputs + market visits + flowback in media strategy and media plan. (Straddling BRAND MEDIA+ NEW LAUNCHES + SUSTENANCE SALES)

3. Media Inventory selection + packaging + dates + end to end media planning ACROSS Projects and markets. DRIVE ROI targets in sync with Marketing + Sales, Loyalty/Referral verticals and alter plans when required.

4. Define and close barter business proposals to help close vendors and reduce cash burn, documenting inventory scope and consumption and rotation therein.

5. Prepare month-end overviews of current activities plus plans for future development across markets.

Key Accountabilities:

i) Media and Market understanding to identify business opportunities and recommend plans to achieve it.

ii) Understanding business volume requirements and blending media understanding towards achievement of business volumes and numbers.

iii) On time delivery of assigned media plans with alignment from all internal stakeholders and agency partners

iv) Regular Competition and Media Tracking for communication, trade, visibility and recall-related elements to influence brand's ongoing marketing decisions