Job Description

Position Summary with Job Responsibilities

Position Description Format
Position Name Senior Manager - Digital Marketing - PVBU Position level Level 5
DEM position name Deputy General Manager - Digital Marketing DEM position level Level 4
FEM position name NA FEM position level NA
Purpose of the position
a.Why the positions exists?
b.What will happen if there is no one in the position (no one performs the work)?
To enhance customer experience and build Brand reputation by producing high quality digital content to disseminate across digital touch points. Manage social footprint and create an engaged community of Brand loyalists online. Manage online reputation and ensure favourable share of voice across digital assets
Dimensions of the position
Indirect Reports: Agencies
Personal Profile
Education MBA (Sales & Marketing)
Skills/Competencies
1. Social Media Marketing
2. Digital Marketing
3. Web Analytics
4. Campaign and communication
5. Creative thinking
6. Brand management
Relevant Experience :
1. 6 to 8 years of work experience in digital marketing, customer engagement, digital content development and digital risk management

Education

MBA in Marketing

Work Experience

Key Responsibilities:
S.N. Key Responsibility & Key Tasks Measures
1Develop TML Digital content strategy to enhance Brand reputation

• Build TML\'s digital content strategy and identify tools and processes for effective communication of an assortment of messages from Marketing, Sales and Service through digital media to consumers
• Develop digital language book, ensuring the tone of voice aligned with TML brand positioning
• Create content roadmap aligned to TML\'s business priorities
• Strategy document
• Delivery of projects according to plan
• Content calendar
• Standardisation of communication

2Digital Marketing Communications - content development

• Design and develop all digital communication material to aid all TML functions to execute digital communication/campaigns
• Setup of Content factory and Video factory to produce content tailored to digital audience
• Work towards communication plan for key events like Product launches, Brand campaigns etc.
• Assess the performance of the content and ensure optimization and corrections
• Generate content by engaging with Bloggers and Influencers
• NPS score
• Setup of content factory and video factory
• Content delivery
• Engagement

3Social Media Marketing

• Keep track of overall social media landscape and its evolutions
• Track and monitor competitor activities and create benchmarks
• Content development including contests and other engagement activities
• Day to day management of TML social media handles
• Develop Business from new features on social media to generate direct sales / revenue
• Social calendar
• Engagement score
• Social Reach / SoV
• Awards and Recognitions
• Share of revenue from social

4Effective Online Reputation Management

• Develop the infrastructure to monitor and track all relevant conversations taking place on digital platforms
• Ensure effective use of ORM tools/software to extract full potential
• Manage ORM by working with departments like Brand, customer experience, customer service, plant team
• Monitor TAT\'s (first response & communication of overall resolution) and ensure that the relevant stakeholders are updated on TAT score & suggest ways to improve the performance
• Full use of tool/software
• Positive word-of-mouth generated
• Turn-around time for responding to online complaints/concerns

5Retail Digital Marketing

• Support various functions within TML/S&OP such as TMA,RCFI to develop digital communication material
• Develop content adapted to local needs of Sales teams by going native/vernacular
• Support as need-be to enable digital actions to support retail activities
• Shareof business Contribution of digital to retail
• Digital content penetration

6Reporting and Analysis

• Reporting on TML social, ORM performance
• Content performance
• Industry reports for social media, content marketing
• Tracking competition and TML Brands

Ensuring optimization of presence across platforms

Tata Motors Leadership Competencies

Developing Self and Others - Recognizing continuous development is essential for success and taking steps to develop self and helping others to excel

Leading Change - Recognizing the need for change, initiating and adapting to change

Driving Execution - Translating strategy into action and execution

Leading by Example - Encouraging and following ethical standards

Motivating Self and Others - Inspiring teams and individuals

Customer Centricity - Anticipating, understanding and focusing efforts on meeting the customer (stakeholders) needs or expectations

Functional Competencies

Tags

Tata Motors