Vodafone Idea - VP - Brand & Digital Marketing

Role title : VP Brand and Digital Marketing , Vi Business (ViBS-B2B Business)

Role purpose: Marketing Head is a strategic leadership role responsible for building Vi Business brand, establishing market & thought leadership in enterprise space, creation of the Brand and Digital roadmap and driving business growth across segments, Lines of Businesses & Product Portfolios via critical brand,Marcom and Digital interventions. The success in the role is about a leader who is customer-centric, growth-oriented, digital-first and is passionate about building and nurturing high-performance teams.

The responsibilities include :

- Responsible for Enterprise strategic brand and Digital roadmap and execution plan, for driving business growth across GTM segments SoHo, DNBs, SME, Strategic Accounts, Government & PSU ad Carrier through growth oriented initiatives

- Partner with Enterprise functional leaders and institutionalise a strong governance and execution framework for Marketing and digital programs

- Design and deliver Digital Marketing & Performance Marketing charter, with ownership of digital customer journeys, and establish digital as customer acquisition measured through revenue contribution

- Develop and implement performance-marketing campaigns, through specialists, across right-fit platforms with key focus on campaign outcomes aligned to business outcomes driving demand through well-orchestrated organic and paid campaigns covering SEO, Social Media, and Content marketing in agile manner.

- Brand & Marcom (Advt, PR, Events, & Social Media) including Business planning, A&P budgeting & execution of marketing agenda.

- Segment Marketing straddling Channel based marketing for SME/SoHo to Account Based Marketing for strategic accounts and sustained delivery of customer advocacy

- Data driven insights for business planning through Analyst engagement, primary & secondary research, and continuous competition benchmarking

- Champion GTM for new products & propositions and ensure effective CX for the customer lifecycle through design thinking frameworks and engagements

- Product Marketing for Lines of Businesses of Mobility, Connectivity, Business Communications, Security, IoT, Cloud and Carrier.

Key accountabilities and decision ownership:

- Strategy, Business Planning and Insights: Strategy development, regular insights for business planning. Assist in annual business plans through business planning inputs. Support EA and Investor relations teams

- Unified Marketing Calendar: Define and execute an annual marketing calendar covering Digital, brand & performance marketing campaigns, customer advocacy, PR, analyst relations, insights across segments and products. Drive Consistent marketing planning and execution across clusters and build a future fit marketing organisation

- Customer Engagement : Drive segment oriented customer engagement programs through integrated sales & marketing programs.

- Digital Marketing: Build the best in class martech stack to deliver on Digital & performance marketing as a revenue contributing arm;

- Cross-Functional: Effective liaising with consumer brand, enterprise functions and stakeholder teams to drive business outcomes.

- Demand Generation : Build and leverage industry avenues to build brand awareness, generate demand through field marketing initiatives.

Key performance indicators:

- Reputation: Achievement of brand score metrics

- Revenue: Effectiveness of VIBS Marketing campaigns, product launches and training programs. Attributable Revenue/OB through Marketing customer engagement platforms

- Relationships: C-Level engagements leading to new business opportunities &/or Strategy development.

Core competencies, knowledge and experience:

- 12-15 years of relevant Telco experience, of which at least 7+ years in B2B marketing, Product marketing experience desired.

- Proven experience driving marketing strategy, operations

- Outstanding communication, storytelling and interpersonal skills

- Strategic and insight driven approach to decision making and execution

- Hands on with Performance Marketing and ability to drive outcomes from marketing agencies

- Flexibility to work effectively with stakeholders

Organisation Size & Structure:

- This is an L4 position. The DRs head the following verticals.

- Brand & Marcom

- Strategic Marketing

- Digital & Performance Marketing

- Cluster Marketing (dotted)

- LoB Marketing (IoT)