Marketing Manager

At ECCO, marketing is about understanding consumers, retail trends and building awareness of how our products and services can satisfy customer needs.We are looking for a versatile and energetic Marketing Manager who is eager to do more.

The incumbentwill be responsible for developing, implementing, and tracking marketing strategy and increase brand exposure for ECCO Shoes India.

The Marketing Manager will require a thorough understanding of business and marketing strategy besides managing day to day operations. The incumbent will be required to possess excellent communication skills, clear knowledge of marketing channels, with the ability to project manage, multi-task and solve problems in a fast-paced, dynamic environment.

Ultimately, the goal is to optimize the marketing budget to achieve the companys growth vision by enhancing its market presence and creating unique connection with the customers.

Key responsibilities and tasks:

Brand Calendar Chart out annual, quarterly, and monthly plans covering key campaigns, tactical activities for achieving the sales as per AOP, in-line with brand positioning.

Budgets and Cost Management Manage and optimize allocated annual marketing budgets, with efforts towards cost savings through streamlined processes. Market strategy alignment with the Business Plan for India (3/5 year plan) together with the Country Manager and India Senior Management in the substructure; identify and outline required resources in order to facilitate and execute the strategy.

Marketing Strategy and Campaigns Ideate, develop and drive a holistic marketing strategy both online and offline, incorporating seasonal plans and the usual spectrum of tools including, but not limited to, Media (print, digital, video), Social, PR, KOL/Influencers, Activations, Events, Pop Ups, Visual Merchandising, etc. campaigns and consumer promotions designed around the brands positioning and core strengths to drive traffic and increase sales.

Lifecycle management

Data Management - Gather customer, competitor and market insights to design and develop outreach strategies, increase traffic to the offline and online platforms, and improve customer conversions

Multichannel Marketing Campaigns Conceptualize and execute on multichannel campaigns across the prospect and customer lifecycle, ensuring alignment of communication across the channels and in accordance with HQ guidelines (also the versatility to guide creative direction by adapting Global themes into local activations). Plan appropriate use of all online and offline marketing channels to optimize benefits (In-store Collateral, VM, PR, Influencers, Social, Digital, WhatsApp, Email, CRM, LSM, Tie-ups, etc)

Customer Experience Custodian of brand identity to maintain consistency and excellence of customer experience across every touchpoint of the brand (in-store, offline, online or any other)

Collateral Design Manage the design, copy, image, content and aesthetics needed in the development of creative communication tools, visual merchandizing, collateral, ads, creatives, graphics, and other promotional activities, championing the brand identity across all online and offline material

Event Management Coordination with event/ sound/ tech/ production vendors for smooth event flow and driven business

PR (Public & Media Relations) Liase with PR agency for maximizing coverage, brand mention and build stickiness & recall

Social Media Management - Work closely with social media agency to build and grow brand presence, establish positioning on platforms, performance marketing

Influencer Engagement Selecting the right mix of influencers to be ambassadors for the brands thereby maximizing on visibility and recall amongst various target groups

Strategic Partnerships Partner with brands that complement our positioning and target audience for increased cross marketing through curated collaborative campaigns

Content Production Effectively direct and coordinate photo and video shoots to suit brand and campaign mood board along with latest rich media formats

Growth & Performance Marketing

Digital Marketing - Utilize digital marketing channels such as SEO, SEM, email marketing, and social media; drive marketing efficiency across existing and new channels

Website hygiene Work with E-Commerce team to ensure brand website is maintained in line with ECCO guidelines

Reports and Analysis Set KPIs for optimizing key sub functions of marketing and presentation, analysis and tracking of reports based on set KPIs. Identify effectiveness and impact of marketing initiatives with tracking and analysis, and optimize accordingly, to maximize return of investments

Team Collaboration Effectively work with agencies, vendors, partners as well as collaborate with other functional departments, including Sales Operations, Merchandising, Finance, to lead an effective communication strategy across all the channels, including Retail (Concept Stores, Department Stores, Outlets), E-Commerce (Owned & Operated Brand Website, 3rd Party Platforms) and other distribution / customer touchpoints. Effective and professional engagement with regional and global counterparts.

Stakeholder Management - Present ideas and final deliverables to internal and external teams, and communicate with senior leaders about marketing programs, strategies and budgets on a timely basis, with relevant cadence and reporting decks

Education

• Bachelors degree with specialization in any stream
• MBA in Marketing

Experience

• At least 7-10 years of relevant experience
• Experience within retail or fashion industry (footwear category will be added advantage)
• International experience / exposure is preferable