Job Description

:

Position/ Job Title

Head \xe2\x80\x93 Branding and Communication

Chemicals, Fashion Yarns & Insulators, Aditya Birla Group

Reporting To

(Position)

Chief Strategy Officer

Chemicals, Fashion Yarns & Insulators, Aditya Birla Group

Business Unit

Corporate Office \xe2\x80\x93 Chemicals, Fashion Yarns & Insulators

Aditya Birla Group

Location

MUMBAI

1] Job Purpose \xe2\x80\x93

1) To spearhead branding and communication with the requisite skill set for both B2B, transition from B2B to B2B2C (commodity to branded) and B2C in sync with the business requirement across all SBUs of Chemicals, Fashion Yarns, and Insulators (CFI) sector.

2) To be a custodian of the Corporate CFI brand, brand architectures and compliances.

3) To provide the requisite skill set to upscale business teams with requisite branding and communication knowledge and tool kit.

4) To ensure communication across external stakeholder in line with business priorities and across internal stakeholders for effective employer branding.

5) To enhance brand value for businesses and companies.

Accountability

Supporting Actions

To provide skill set for all B2B businesses for creating brands and those that are moving from commodity to branded products and/or services \xe2\x80\x93 B2B2C and B2I Spaces

• Value creation strategy in B2B \xe2\x80\x93 commodity to brands
• Market Research and Customer Insights
• Create innovations in packaging.
• Agency Empanelment across creative & media
• 360-degree communication - advertising, Promotion, Activations and Exhibitions
• Branding for new project incubation

To provide complete Go-To-Market concept to execution for B2C Initiatives in sync with business strategy

• Consumer Insights and Brand Compass, Brand Strategy, product strategy, propositions, communication & creative routes.
• Digital Communications - creative strategy (brand visualization concept & thematic content), Social Media strategy, SEM, e-retail marketing, integrating all media including website, influencer management, customer engagement, Email marketing, ORM.
• Media Strategy, media buying plans and media buying across traditional and social media, BTLs etc.

To create and be the custodian of all brands \xe2\x80\x93 identities, architecture, and compliances

• Trademark & brand-related legal compliance
• Concept to execution on Content Library and Repository Management

To upscale business teams with functional expertise of branding

• Conduct branding workshops and establish guidelines, SOPs, protocols, policies etc.
• Institutionalize listening to voice of customer, consumer insights gathering and brand launches

To spearhead communication to all external stakeholders at a CFI sector level with focus on business priorities reflected by systematic intervention

• Build a One CFI identity to ensure one coherent business Group with focused divisions to unlock value through consistent communication & uniform brand identity.
• Establish purpose of \xe2\x80\x98Chemistry for a Greener World\xe2\x80\x99 through corporate communication.
• Conceptualize and upscale CFI website & social media

To lead dissemination of Group and Company level communication effectively across sector

• Percolation of Values and Purpose, Safety protocols, sustainability measures

To build employer brand through communication in a way that creates maximum value for business & provide a recognition platform for employees

• Support in building Employee Value Proposition
• Enhance sector visibility on ABG Onstream and through ABG handles and social media.
• Communicate on Culture of Safety and EHS; Compliance reports /sustainability communication

To uphold the image of the sector and Group across business deals, crisis etc. in the face of mainstream, regional and industry media

• Develop a sector level brand strategy.
• Set-up protocol during crisis management, interaction with external media
• PR and media interactions, investor communication etc.
• Online Reputation Management (ORM)
• Synergistic brand building and uniform communication in business acquisitions, integrations etc.

5] Job Purpose of Direct Reports

• Team Lead \xe2\x80\x93 Brand Comm. (Fashion Yarn, Insulators) - Sustain VFY brand in B2B domain and create VFY as a consumer facing B2C fashion brand through branding, market research, marketing, business development, market intelligence and a 360-degree communication. Create and sustain a global positioning for Insulators and Power Composites. Sustain and build on company image.

• Team Lead \xe2\x80\x93 Brand Comm. (Domestic Chlor-Alkali, Overseas Chlor-Alkali, Phosphates, Sulphites & Peroxides) \xe2\x80\x93 Build and Sustain B2B brands for value addition, B2I brands for expanding customer base and B2C brands in line with business aspiration through appropriate customer and consumer insights, brand and 360-degree communication interventions across India and Thailand operations.

• Team Lead \xe2\x80\x93 Brand Comm. (Corporate Communications and Advanced Materials) - Contribute to Corporate Brand & Employer Branding, sustain regular & uniform communication across CFI sector for building One CFI identity, external outreach to all stakeholders, internal communication, build on digital and social media, and ensure Sector Level Compliances in Branding & Communication. Create and sustain a global positioning for Advanced Materials and build B2B2C and B2C brands as per business strategy.

6] Relationships (If Applicable)

Internal

Frequency

Nature

CMOs, Head-Sales and Head \xe2\x80\x93 Marketing/Development

Regularly

For all branding and communication initiatives

Unit Heads

Frequently

Internal communication, crisis management

Sales and Marketing Teams, business & application development teams

Regularly

Branding, Strategy, market scan, key marketing initiatives, promotion & media

HR Heads in Units

Regularly

Employer Branding

Other stakeholders in locations e.g., IT, Admin, Safety, Sustainability, CSR

As & when

Communication and dissemination of information

External

Frequency

Nature

Advertising & Brand Consultants

Regularly

All B2B, B2B2C & B2C branding strategy & creatives

Digital & Social Media

Regularly

All virtual connects for Corp. & SBUs

Media Agency/PR Agency

Regularly

Mass communication & external outreach.

Activation/Promotion/MICE Agency

Regularly

Events, exhibitions, dealer meets etc.

Printing/Execution Agency

Regularly

Fabrication and execution of work

Design Houses/ Fashion Designers/Choreographers/ celebrity management firms

Frequently

Designing tie-ups, working for establish a fashion quotient esp. VFY

Industry Associations/Consortia \xe2\x80\x93 global

Frequently

Marketing tie-ups, industry discussions esp. Chemicals

Research/Strategic consultants

Frequently

Market research, forecasting studies, new product launch initiatives

Academia

As & when

Communication for better connect

Downstream value chains

Frequently

Establishing brands till end consumer with support of downstream value chain

Key Customers across all businesses

Frequently

Continued communication and listening/observing

Key Channel Partners across all businesses

Frequently

Continued communication and listening/observing

Architects/Retail Solution Providers

As & when

Setting up Office/Studios; B2B2C and B2C branding

Media (Industry, regional, mainstream)

Frequently

For Stories/News \xe2\x80\x93 dissemination & connect

Govt. Agencies/Associations

As & when

Communication for Image / Project based

Aditya Birla Group