Job Description

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Job Purpose
The role will drive the business objectives by living the "Empathetic Expert" promise of the brand on the Digital Platforms. Establishing the thought leadership of the brand on earned and owned digital platforms is the key purpose of this role
Job Context & Major Challenges
Digital was treated as one of the medium where the brand just needs to be present till very recently. Post the firming up of the brand strategy , it has evolved into a critical platform where the brand promise comes alive. Given the leadership in the category , edutainment route has been taken up by the brand to expand the market and to have multiple points of conversation with the IHB and the influencers.
Previously the position was occupied by a PR professional while the role is strictly a subject matter expert position. Very few digital experts have brand expertise and hence it was a challenge to get the right talent for the position. Digital is an extremely dynamic category thus this role is strictly an expert role with an ideal candidate having substantial exposure to digital marketing both in agency and client side
All initiatives being category first in nature , puts this role in charge of setting best benchmarks for the category and primarily shifting the role of Digital in the cement domain from being a vehicle to a strategy tool to differentiate..
The brand supremacy in digital needs to be created in the context of all the content clutter today available along with the diminishing attention span of the consumer. Identifying the right audience and the relevant content to serve him/her in the correct context of the platform is an expertise.
The role needs to have a perspective of what all is happening in the BTL and ATL scenario to figure out the exact seamless integration of Digital in the larger scheme of things
Key Result Areas KRA (Accountabilities) (Max 1325 Characters) Supporting Actions (Max 1325 Characters)
KRA1 Digital Strategy Bring in positive change in relative recommendations in the given markets through digital initiatives. Leading the annual Digital strategy of the brand in synch with long-term Digital transformation journey. Identify the best agency partners to deliver on the goals. Establish clear deliverables for earned and owned media separately and the respective success metrics for the same. Optimize leads from Website to ensure closure of loop effectively
KRA2 Strategy Execution Positioning the brand as an empathetic expert by curating relevant content on website with focus on IHB. Continuous upgradation of the digital presence to keep up with the ever evolving expectations of the digital audience. Making the platform a self sustained lead generation engine .Break down the strategy into implementation calendar and define milestones for the same. Execute campaigns to support time bound tasks and set SLAs in place to set up a sturdy ORM mechanism. Monitor planning , execution and closure (measurement) of each campaign/activation
KRA3 Content Management Create engaging and helpful content for each of the media vehicles taking into consideration the dynamics and USPs of each channel .Content needs to be refreshed periodically by coordinating with the relevant internal stakeholders. Maintaing sync in brand personality and tone across all digital touch points to add back to the digital personality of the brand
Drive the expertise of brand in context of home building , beyond the cement category.Work out integrations in Digital medium that seamlessly carries the brand message effectively.
Safe guard online reputation of the brand with agile and precise response on Social Media
KRA4 Integrated planning Ensure that the ATL and BTL plans are well integrated to Digital plans for an optimized and seamless output
Collaborating with relevant stake holders for digital content
KRA5 Consolidation Conduct monthly , quarterly and annual reviews to consolidate and learn from initiatives either to scale up or improve the strategy
KRA6 Keeping abreast with the Industry Dynamism Keeping a tab and ensuring that the good work done in Digital receives apt recognition in the industry
Managing multiple agency partners to ensure optimized output
Ensuring good networking with digital partners and vendors to always be in knowledge of the latest offering in the market
Driving innovation in digital

Skills Required