Job Description

:Job Purpose: Contribute effectively in creating the brand value proposition and executing the GTM strategy to create a premium and aspirational brand imagery for LIVA & sub-brands amongst B2C audience.

• Strategy, Budgeting & Planning

• Stay current on market trends and competitor activities
• Track & drive competitor activities & performance across all media (ATL, Social & Ecommerce
• Develop & Execute a comprehensive action plan for conducting market research, Consumer Behaviour Analysis, needs of value chain partners etc. in consultation with Head - B&C
• Devise Branding & communication strategy, action plan and budget with inputs from Head B&C for delivering the brand proposition finalized. Formulate long-term strategies by building a product/brand roadmap for future growth
• Collate budget data for brand spends and maintain a record of the same
• Handle spends against budgets data with close monitoring for the function and present to Head - B&C regularly
• Ensure budget reconciliation is done every month

• Brand Communication Development & Implementation Liva, Birla Cellulose & sub brands

• Identify key touch points for customers / value chain partners such as retail outlets, trade exhibitions, fashion shows etc for driving complete 360xc2xb0 media strategy across ATL and BTL
• Formulate ATL/BTL activities that appeals to the target audience, retaining constant brand message across all media mix with necessary guidance from Head - B&C to build awareness and affinity for product innovations, specialty fibres etc
• Create Brand Annual Calendar for Liva & All Birla cellulose products(ATL+BTL) planning, execution and ensure adherence to the same
• Analyse and review the sustainability, feasibility and workability of the plan. Seek necessary approvals for execution of the plan
• Create brand driven content (ATL & BTL) working closely with internal teams and external agencies. Content includes but not limited to videos, key visuals, concepts, write up, pitch decks, adcepts and any related brand literature
• Execute Media planning (ATL & BTL) activities to ensure optimum presence for brand Liva with the help of key liaisons that include agencies for media planning, PR, digital presence & OOH executions. Align requirements & oversee execution of media plans across all media
• Identify, evaluate and sign off potential designers for becoming the LIVA spokesperson. Create a complete designer engagement strategy and implement the same across touchpoints.
• Identify and execute premier fashion events like LFW to create aspirational fashion imagery and evaluate the same against the present targets with regards to buzz creation, consumer engagement and trade dissemination.
• Create guidelines for brand partnerships within value chain and monitor the same on a regular basis
• Ensure execution of brand health survey periodically for assessing the brand health parameters. Ensure incorporation of the survey findings in modifying the campaigns accordingly
• Track campaign success and conduct Media Mix Modeling and ROI Analysis to modify campaigns accordingly.

• Product Development, Improvement & Protection

• Participate in monthly meetings with sales & Design teams to provide market insights on brand performance for continued innovation and enhancements
• Closely work with cross functional teams to ideate, adapt & develop product
• Propose appropriate branding strategy for new product developed
• Co-ordinate with agencies to create appropriate brand positioning statement for new product

• Vendor & Contracts Management

• Appoint right agencies for research activities, BTL & ATL activities, PR related activities etc.
• Lead management of all linked agencies (Media, Creative, PR & Tech)
• Define performance parameters for appointed agencies and assess their performance and take decisions on their continuity
• Manage all contracts with agencies and approve all bills for the services provided

• Oversee & manage monthly performance from direct reports (Create monthly reports on brand performance, impact areas, consumers trends

Aditya Birla Group