Job Description

Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. It is India\'s leading telecom service provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platform. With the large spectrum portfolio to support the growing demand for data and voice, the company is committed to deliver delightful customer experiences and contribute towards creating a truly \'Digital India\' by enabling millions of citizens to connect and build a better tomorrow. The Company is developing infrastructure to introduce newer and smarter technologies, making both retail and enterprise customers future ready with innovative offerings, conveniently accessible through an ecosystem of digital channels as well as extensive on-ground presence. The Company is listed on National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India.

Role purpose:

Marketing Communications is a strategic leadership role responsible for building VIBS brand, establish market & thought leadership in B2B space, creation of strategy roadmap and driving VIBS revenue across all India, Sales segments & Products.

The responsibilities include:

• Define the Enterprise Marcom strategy; build the enterprise brand strategy and annual marketing plan for VBS.
• Insight driven approach to building the VIBS brand in B2B space through strong ATL & BTL, in coherence with central consumer brand team, - envision and execute brand and product campaigns to drive awareness, consideration and customer engagement.
• Develop integrated and strategic communications calendar covering brand campaigns, digital and social, events, PR, analyst and influencer outreach.
• Responsible for developing and executing communications plan and marketing collaterals for Products & Solutions (in-life and new), all segments
• Establish and run Digital Marketing including Web, Social as a discipline with twin objectives of enterprise identity and Digital as a revenue channel
• Launch and end-to-end execution of the new enterprise brand identity for the merged Vodafone Idea entity, as a core member of project team
• Own market research and insighting project on a need basis
• Plan and develop customer engagement initiatives to elevate CXO level engagements: innovation sessions, customer advisory boards, signature programs such as Tee Walk, and executive engagement programs.
• Leverage thought leadership programs and B2B content marketing through whitepapers and industry event speakerships and customer advocacy program
• Overall responsibility for all external and internal communications including PR

This role has a strong interface with Cluster marketing organisation and Consumer brand and digital teams to drive Marketing Comms, Digital campaigns and GTM.

Key accountabilities and decision ownership:

• Strategic Campaigns: Plan and execute annual marcom calendar. Execute national ATL & BTL marketing campaigns to bolster B2B Brand awareness, consideration & differentiation
• Customer Engagement: Plan and execute Customer Engagement events.
• Messaging: Develop key messaging for external audience, media, analysts and key internal audience (leadership)
• Budgeting: Central A&P Budget planning & tracking. Governance of cluster A&P and outcomes
• National Calendar and Mentoring: Responsible for consistent marketing calendar across India, and driving business outcomes through a partnership framework
• Manage key agency relationships: Creative agency & Media, Event and PR
• Cross-Functional: Effective liaising with consumer brand, digital and marketing teams to drive through a coordinated calendar and consistent Single Brand outcomes.
• Digital CX: Enable consistent and digital first launches of products and propositions and ensure world less brand experience on all customer facing digital experiencees

Core competencies, knowledge and experience [max 5]:

• More than 10 years of relevant Telco experience, of which at least 5+ years in B2B marketing, brand management and marketing communications
• Strategic and insight driven approach to decision making and execution
• Experience with running a large Marcom function - conducting coordinated national product and brand campaigns.
• Strong planning & program management skills, managerial and coordination capabilities
• Strong commercial negotiation skills
• Ability to lead work of a cross-functional team

Must have technical / professional qualifications:

• MBA in Marketing

Budget owned:

Responsible for annual marketing budget

Spends owned:

VIBS Advertising and Promotions budget

VIBS Marketing Opex budget

Key performance indicators:

• Brand score (visibility & impact) and RoMI
• PR share of voice
• On time delivery of plans, creatives and messaging; execution of campaigns/events

Organisation Size & Structure:

This is an L5 position with 3 DRs. The DRs lead the following responsibilities.

• Marcom
• Digital CX
• Digital Marketing & Social
• PR, Customer Advocacy

The position also has responsibility to work with VIBS Cluster Marketing leads to ensure execution across clusters

Vodafone Idea Limited (formerly Idea Cellular Limited)
An Aditya Birla Group & Vodafone partnership

Vodafone Idea