The Head of Marketing will lead the development and execution of brand and marketing strategies to strengthen the brand's market leadership and customer relevance across all territories. This role is responsible for driving brand positioning, customer engagement, and commercial growth through integrated marketing campaigns, leveraging insights, and impactful brand storytelling to keep the brand at the forefront of fashion and lifestyle retail in the region.

Brand Building

Develop Concept/Brand attributes and positioning strategy in line with the Concept objectives

Ensure that the entire brand-building strategy/exercise is implemented in all the stores and in all the territories

Liaison with media agencies/consultants to develop appropriate theme boards/communication methodology in line with concept objectives

Develop/maintain a website for the brand that is in line with the brand image

Promotions and Events

Recommend store promotions in consultation with the buying and retail operations teams

Ensure that all communication material required for the promotions is developed/designed and sent to the stores/territories within the specified time frame

Recommend events specific to brand/product category/season

Forecast along with the buying and retail operations teams on the increase in footfall sales during the promotions

Digital Marketing

Design digital marketing campaigns to attract quality traffic as well as raise brand awareness

Clear track record of driving, achieving and exceeding revenue goals through well-defined digital marketing strategies and quality execution

Store/ Outdoor Media Planning

Ensure all aspects of imaging - store windows, visuals, banners, posters, shelf takers are in line with the "Image" of the Brand and target the appropriate audience

Ensure that the entire outdoor media facilities are at the prime locations to attract customers (billboards/ hoardings)

Ensure that the outdoor media communication is replaced regularly with images and captions

Coordinate with the territories and the brand's agencies as necessary on the media advertising

Ensure consistency in the brand image

Provide innovative solutions for new POS materials for stores

Budgeting and Planning

Prepare the annual marketing budget for the Concept in consultation with the management team, and allocate resources to territories/brands, with a breakdown by season, campaign, media, etc.

Prepare annual marketing calendar and Product specification catalogues

Review the budgets and make recommendations to the management as deemed necessary

Report on the utilisation of the Budgets periodically (as agreed)

Advertising and Agency Management

Plan and coordinate with Corporate Marketing on media buying and Agency contracting

Liaise with the advertising agency on the optimal spend of the Media Budgets for the Season/ Territory and Brand

Plan with the agency on the image campaign for the season

Track advertising is maintained with the agency

Plan and manage the seasonal photo shoots with the advertisement agency, including coordination between buyers, designer agencies, models and photographers

Design, write, and oversee the production of printed promotional material,s including catalogues, brochures, flyers, and program and media guides

Review the effectiveness of advertisement promos and take corrective actions

Set agency deliverables with respect to the brand's communication strategy

Responsible for all approvals on the brand and marketing in coordination with the brand/ concept head

People Management

Manage the performance of the team - set annual performance goals, monitor performance and provide constructive feedback to improve performance.

Identify their training and development needs and ensure their fulfilment

Develop and mentor subordinates to move to the next level of their role, through career planning and developing a development chart

Ensure compliance with Company policies and values.

Market Research

Conduct periodic market research to study the customer profile/preferences and buying patterns, in coordination with Corporate Marketing

Conduct market research to study the effectiveness of the media campaign, and with respect to the money spent, in coordination with Corporate Marketing

Set goals and parameters for the Marketing Research

Stakeholder Management

Work with cross-functional teams like buying & retail ops to align & ensure marketing strategies are in line with the Concept's overall strategy

Ability to think strategically and formulate strategic plans to drive cross-business t/ cross-departmental initiatives

Collaborate with external agencies to plan & organize Concept driven events

Knowledge, Skills & Experience

Job Experience 15+ years of marketing experience, preferably inthe retail/fashion industry

3-4 years of managerial experience in heading a marketing function in the retail/fashion industry

Experience in EU US environment is preferred.

Post-graduate degree in marketing/advertising/public relations/communications is essential

Required Skills : Agency Management

Brand Management

Knowledge of Google AdWords, display networks, Facebook paid marketing, remarketing, and retargeting

Budgeting and Costing

Media Knowledge

Digital Marketing

Consumer / Market Research Methodologies

Local Market Retail Scenario Understanding

Media Planning

Resource Management

People Management

Communication and Presentation Skills

Good contacts in the marketplace