Job Description

Purpose of the Role
Act as the BRAND custodian, managing both Product development and Communications through the lifecycle of the Product. Identifying customer requirements through syndicated researches and developing the Design & Product brief. Configuring the right mix of - Features, USPs, Variants, Pricing - to launch the right product at the right time!
Devising the Go-to-market strategy and aligning various sales/network functions to prep for the launch. Evolving the Communication Campaign for the Brand with the advertising agency partners and planning/conceptualizing the Product Launch event for maximum awareness. Developing creatives (TVC, Newspaper ads, Digital Comms) for Pre-launch, Launch and Sustenance phase of the marketing campaign. Deploying effective Media strategy for maximum reach and efficient budget utilisation.
Job Responsibility
1. PRODUCT DEVELOPMENT STRATEGY:
Being the Voice of Customer for product development inputs to the Product team (as Marketing SPOC) and workout the right content for maintaining the edge of the product in the market. Also, provide volume mix & forecast for business case development.
USP identification
Variant features strategy
Pricing strategy
Volume Forecast
2. PRODUCT LAUNCH & GTM STRATEGY:
Creating maximum market buzz through Product Launch event - Event conceptualization and execution working closely with Event management & PR agencies
LEVERAGING PR and build a positive buzz around the product, prior to launch, with exclusive Drive event with Media & Auto journalists
Devising the Go-to-market strategy and aligning various sales/network functions to prep for the launch - including manpower training & Field communication
3. DEVELOPING THE MARKETING CAMPAIGN:
Developing the Launch marketing campaign with Advertising agency to create necessary ad creatives - Newspaper Ad, OOH, TV Commercial and Digital films to communicate and amplify the brand awareness.
Devise strategy to arrive at the appropriate Media mix (Print/TV/BTL/Digital/Events) for advertising new product launch campaign within the allocated budget.
Workout the Digital Marketing strategy for the Brand, enhance social media presence, manage the ORM (online report mentions). Utilizing Digital media promotions to target & re-target the audience - Increased frequency & recall.
Provide adequate Sales Support by developing effective Marketing collaterals - Brochure, Media Review leaflets, Competition Comparison Leaflets, POS material etc.
4. BRAND MANAGEMENT:
Manage Product lifecycle through product interventions at appropriate intervals and maintain the market excitement.
Closely tracking the brand health (Spontaneous recall, Consideration and Intention to Purchase) and taking necessary marketing measures to ensure the brand measures upto the set parameters.
Tracking & managing the Brand assets (Website, Social handles & ORM) to keep the positive brand conversations going
5. MARKETING SUPPORT TO ASSIST SALES:
Constantly monitor the product's sales/enquiry performance in the market (regionwise) and take appropriate action by providing marketing support to drive the sales
Stakeholder Profiles & Nature of Interactions
Internal:
Regional retail marketing/ sales team
Tactical campaigns to assist sales, build synergies b/w National & Regional campaigns/ FME execution
Marketing services
Mapping of new launch communication, test & implement brand equity learning's
Sales
Build communication keeping Sales as an important pillar.
Product line heads
Plan product Interventions
External:
Agency Partners
Developing communication strategy/ marketing campaign & also execution of the same
Media Partners
Building relationships in order to get preferred access to media/event opportunities
Customers
Customer inputs
Desired Candidate Profile

• Education- MBA (Full Time)
• Relevant Experience : 9 to 13 Years
• Marketing and sales
• Product Management
• Branding & Communication
• Project management

Skills & Competencies

• Strong product & market knowledge (must be aware of the latest developments in the automobile industry)
• Excellent Communication and People management skills
• Should have a strong creative bent of mind & must possess excellent presentation skills
• Good team-player with strong analytical skills and ability to work in tight timelines
• Be organised, methodical and proactive for efficient decision-making
• Able to motivate and inspire the team
• Project Management skills
• Budget management skills - strong tracking & effective utilization

Skills Required