Job Description

:Job PurposeTo develop a distinctive marketing strategy in line with the Brand vision and positioning through focused consumer insights, effective communication of brand expression and PR activities to build and strengthen the Brand Equity.Job Context & Major Challenges1. Building an Footwear brand in a cluttered market that resonates with the evolving target consumers.
2. Defining and communicating Positioning of brand present across diverse categories, yet
connected to Mother brand.
3. Understand and continuously track evolving consumer needs through multiple sources including appropriate research interventions
4. Coordination with multiple agencies, under strict timelines ensuring quality delivery.
5. Cross functional accountability and coordination with number of teams internally like retail, VM, brand, projects, etc.
6. Initiate and implement the activities within budget with high expectations on delivery front KRA2 Monitor competitive brand marketing activities Track market research data

• Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan

KRA3 Efficiency in marketing processes Agency Management

• Media plan effectiveness wrt reach and frequency
• Annual Brand Plan Process efficiency

KRA4 Build an Efficient Marketing Budget & Execute on agreed Brand Objectives Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM

• Build Marketing Plans and Budget for executing on agreed objectives
• Innovate in marketing execution to build marketing cost efficiencies

KRA5 Customer engagement Plan the marketing Campaign Effectiveness

• Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)

KRA6 Define Brand Positioning & build a system to monitor brand performance Based on the Target Group profile, work with the creative team to define the brand personality

• Define & maintain relevance of the value dimension of the brand- both tangible & intangibles
• Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning

KRA7 Develop Relationships with agency partners to build & execute Communication & Marketing plans Finalize selection of agency partners for execution of Marketing Plans

• Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria
• Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brands Point of View
• Ensure efficient Media Planning & Buying

KRA8 Understand, Define & Continuously track evolving consumer needs Define & track the targeted customer in terms of demographic & psychographic profile

• Understand triggers influencing buying, buying process and shopping behavior

KRA9 Impact the Brand Financials Monitor the marketing budget and expenditure

• Monitor % Sales from new developments/innovations in current category or a new category
• War on Costs

Aditya Birla Group