DEPUTY MANAGER-REGIONAL MARKETING
Department
Business Markets- India+ Business Markets- International Business Business Markets- RENA
Function
Global Commercial Organisation
Reports to - (Functionally)
Group Manager
Reports to - (Administratively)
Zonal Head
Reportees
0
Location
Pune
Role context and purpose
- Regional Marketing lead for the respective Zone, in-order to deliver the Zonal, business funnel at a sub brand level across , Sales, Service, Spares & Rides.
Key Responsibilities
- To work closely within Marketing interfaces (Micromarketing, communication/content, CRM, Digital and Insights) to build effective brand recruitment strategy targeting the non-rejector, non-user segment
- Primary Lead for Royal Enfield's potential and existing customer engagement strategy development and deployment in line with targeted brand recruitment & customer satisfaction scores
- Lead custodian of building the in-house intelligence on customer segmentation (non users, user-commuters, user-riders) basis consumption & behaviour patterns, shopper behaviour & insights, and Point-of-Sale best practices.
- To work closely with India business teams across sales, service, spares, dealer development and rides to provide strategic interventions across all their interfaces to enhance customer satisfaction and adoption/advocacy behaviour amongst the user-commuter and user-rider segments
- Lead custodian of all brand events, product launches, store openings, Press events in India at a regional level.
- To identify and nurture suitable BTL agency partners to drive the customer engagement strategy & identified BTL events/promotions across targeted markets and touch points in order to deliver the strategic job to be done for each customer segment.
- To leverage & work closely with the internal Content cell and the CRM cell to strengthen the customer engagement programmes across markets and segments. To own the measurable deployment of these resources and tools to generate targeted brand affinity and satisfaction scores
Success matrics of the role
- Delivering the In- Store funnel TGT’s (Inquiries, Bookings, Retails)
- Growing Market Share within PST segment across each geography
- Delivering best in class engagement via Experiential events & rides
Scope and Impact
- Sound grasp on brand management and brand positioning
- Well versed with ATL/BTL engagement and direct/ experiential marketing
- Methodologies to build brand interactions.
- Working knowledge of trade channels, sales and distribution
- Vendor management and negotiations
- Strong familiarity and comfort with customer insights, shopper behaviour studies, market research, CRM tools and data-analysis.
Network and stakeholders
- Functional reporting to Group Manager – Marketing (India +)
- Administrative reporting to Zonal Head Sales – India
What are we looking for?
- At least 6-8 years work experience with premium, lifestyle brand that rely more on direct customer engagement and experiential marketing as a means to build brand affinity as opposed to traditional Above-the-Line routes.
Additional Details
Educational Qualification
Experience
- 15 years of Customer Handling in automobile/motorcycle industry
Educational Qualification
Experience
- At least 6-8 years work experience with premium, lifestyle brand that rely more on direct customer engagement and experiential marketing as a means to build brand affinity as opposed to traditional Above-the-Line routes.
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