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MARKETING – GEAR BUSINESS

Department

Strategic Initiatives

Function

Global Commercial Organization

Reports to - (Functionally)

Head- Gear Business

Reports to - (Administratively)

Head- Gear Business

Reportees

0

Location

Gurgaon

Role context and purpose

  • AS THE LEAD - MARKETING GEAR BUSINESS, YOU WILL BE PART OF THE GEAR BUSINESS TEAM WITHIN THE GLOBAL COMMERCIAL ORGANIZATION AND REPORT TO THE HEAD- GEAR BUSINESS
  • YOU WILL BE RESPONSIBLE FOR DEVELOPING AND EXECUTING THE MICRO-MARKETING STRATEGY FOR THE BUSINESS WITH AN OBJECTIVE OF ACHIEVING THE REVENUE AND PROFITABILITY TARGETS AND DRIVING BRAND LED GROWTH. YOU WILL PLAN AND DRIVE THE EXECUTION OF DIRECT MARKETING INTERVENTIONS FOR INCREASING AWARENESS, REACH, & DRIVE FUNNEL CONVERSIONS TO STRENGTHEN BRAND & BUSINESS.

Key Responsibilities

  • YOU WILL DEVELOP THE ANNUAL MARKETING PLAN FOR THE BUSINESS WHILE KEEPING IN VIEW THE TARGET CUSTOMER SEGMENTS [EXISTING AND PROSPECTS], MARKETING BUDGET AND OVERALL BUSINESS PLAN
  • YOU WILL DESIGN MARKETING PROGRAMS & CAMPAIGNS ACROSS ATL/BTL & DIRECT CHANNELS WHILE KEEPING IN VIEW THE DEMOGRAPHICS, PREFERENCES, PURCHASING BEHAVIOUR, STYLES ETC. OF THE TARGET CUSTOMER SEGMENTS AND LEVERAGE ANALYTICS/ CRM TO DRIVE CALL-TO-ACTION
  • YOU WILL DEFINE THE MEDIA PLAN AND CHANNEL STRATEGY FOR ALL CAMPAIGNS AND OBTAIN NECESSARY INPUTS AND SIGN-OFFS FROM VARIOUS STAKEHOLDERS IN ORDER TO LAUNCH/RUN THE CAMPAIGNS
  • YOU WILL LAUNCH TARGETED MARKETING PROGRAMS AS PER THE CALENDAR AND ENSURE SMOOTH EXECUTION IN ORDER TO EXPAND THE REACH, INCREASE THE FUNNEL SIZE, INCREASE CONVERSION AND MAXIMISE THE REVENUE PER CUSTOMER
  • YOU WILL CREATE THE BRIEFS FOR VARIOUS MARKETING INITIATIVES/ CAMPAIGNS AND WORK WITH DIFFERENT TEAMS INTERNALLY AND EXTERNALLY (AGENCIES) TO DEVELOP IMPACTFUL CONTENT
  • YOU WILL ESTABLISH A PROCESS FOR TRACKING AND MONITORING CAMPAIGN MILESTONES IN ORDER TO PROVIDE PRE AND POST CAMPAIGN REPORTING ANALYSIS AND RECOMMEND NEXT STEPS
  • YOU WILL SUPPORT NEW PRODUCT LAUNCHES AND NEW BUSINESS INITIATIVES, WHEREVER REQUIRED, BY DESIGNING AND EXECUTING CAMPAIGNS AND MARKETING EVENTS
  • .YOU WILL BE RESPONSIBLE FOR THE RETAIL ASSETS IN THE STORE AND RETAIL MERCHANDISING WHICH WILL LEAD TO IMPROVEMENT IN BUSINESS AS WELL AS BEST IN CLASS CUSTOMER EXPERIENCE INSTORE.

Success matrics of the role

  • AS THE LEAD- MARKETING, YOU WILL BE MEASURED ON OTIF DELIVERY ON VARIOUS GOALS AND PERFORMANCE INDICATORS. THESE WILL DEPEND ON THE FOCUS AREA FOR THE YEAR. OVERALL SUCCESS OF YOUR ROLE WILL DEPEND ON THE FOLLOWING MEASURES BUT NOT LIMITED TO.
  • EFFECTIVENESS AND EFFICIENCY OF THE CAMPAIGN/ PROGRAM – RESPONSE RATE AND ACTION
  • CHANGE IN BUSINESS METRICS POST CAMPAIGN EXECUTION – INCREASE IN ENQUIRY/ SEARCH, IN-STORE FOOTFALL, SALES [DEPENDING ON THE NATURE OF THE CAMPAIGN]
  • CHANGE IN BRAND METRICS BASIS ACTIVATIONS - TOM, SPONT CONSIDERATION.
  • AWARENESS
  • REVENUE GENERATED FROM THE CAMPAIGN VS. THE EXPENSE.

Scope and Impact

  • YOU WILL MANAGE A TEAM OF THREE DIRECT REPORTEES MANAGING MARKETING, PR AND VISUAL MERCHANDISING.

Network and stakeholders

  • AS THE LEAD-MARKETING, YOU WILL WORK WITH TEAMS WITHIN AND OUTSIDE THE ORGANIZATION TO DELIVER EFFICIENTLY AND EFFECTIVELY ON CAMPAIGNS AND PLANS
  • YOU WILL CLOSELY LIAISON WITH THE BUSINESS HEAD AND OTHER BUSINESS FUNCTIONS TO CHART MARKETING PLANS FOR DELIVERING GROWTH AND BUSINESS TARGETS

What are we looking for?

  • YOU HAVE EXPERIENCE AND UNDERSTANDING OF THE MARKETING INCLUDING PRODUCT POSITIONING, PRICING, PROMOTIONS, MARKET RESEARCH, SALES AND DISTRIBUTION.
  • YOU HAVE A DEEP UNDERSTANDING OF OUR TARGET AUDIENCES AND THE WORKING KNOWLEDGE OF BRAND/ SUB-BRAND MARKETING SPECIFIC MARKETING
  • YOU HAVE STRONG BIAS FOR EXECUTION WITH THE ABILITY TO PRIORITIZE, MULTI-TASK, AND MANAGE OTIF MARKETING PLANS EVEN IN HIGH PRESSURE SITUATIONS
  • YOU HAVE STRONG PROBLEM SOLVING SKILLS AND HAVE THE ABILITY TO WORK INDEPENDENTLY ON PROGRAMS AND INITIATIVES EVEN IN CIRCUMSTANCES THAT ALLOW FOR AMBIGUITY.
  • YOU HAVE UNDERSTANDING OF VISUAL MERCHANDISING, EXPERIENCE IN IMPLEMENTING HIGH IMPACT INSTORE ASSETS AND ABILITY TO GENERATE MAXIMUM RETURN THROUGH EFFECTIVE MARKETING PLANS AND DIRECTION

Additional Details

Educational Qualification

  • MBA

Experience

  • YOU HAVE PROVEN EXPERIENCE OF 8-10 YEARS IN DEVELOPING AND IMPLEMENTING SEGMENTATION STRATEGY AND MICRO MARKETING/ DIRECT MARKETING PROGRAMS FOR A BRAND IN AN ORGANISATION WHICH IS LARGELY BUILT THROUGH WORD-OF-MOUTH ADVOCACY AND INFLUENCER ENGAGEMENT.
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