Head - Brand Marketing - Retail

• Responsible for Brand marketing strategy and execution, ATL, BTL, PR, Social media and Retail marketing.
• Own the Marketing Budgets and develop engaging marketing content for in-store communication, CRM, social and digital media, events and traditional media.

Direct Reports: Brand and Retail marketing teams, Creative teams

Internal stakeholders: Retail team, Digital marketing & E-com team, VM team, Design and Merchandising team, IT team, HR team

External stakeholders: Creative and Research Agencies, Production houses, Vendors etc

Key responsibilities related to Brand Marketing:

• Plan and implement marketing strategy, marketing AOP and budget, Annual marketing calendar, PR calendar in line with business objectives post approvals the management.
• Design and implement timely and effective media plans for innovative ATL & BTL campaigns to drive footfalls to our stores.
• Build clear attribution mechanisms for the same.
• Work closely with the VM team to ensure effective brand story-telling and co-develop impactful store VM that helps drive conversions.
• Plan, execute and analyze Influencer campaigns to drive our store and online traffic and build brand salience.
• Build a strong portfolio of our high performing nano to mega influencers.
• Constantly track and report emerging consumer trends with insights on how they impact our brands' marketing and business plans.
• Track Brand health through structured and primarily un-structured consumer immersions and develop marketing plans to increase the brand recall and store footfalls.
• Identify relevant non-competing brands and build impactful brand collaborations and build synergies to drive our brand salience, store footfalls and online traffic.
• Deliver on time, the required content, creative, videos etc. for store events, offline and online campaigns, new collection launches and for E-commerce.
• Plan and ensure timely and effective campaign shoots in coordination with the creative agency / production house as per the AOP and marketing calendar.
• Develop and share weekly MIS reports capturing competition activities across social media, online and offline media, store openings, new collection launches and events.

Key responsibilities related to Retail Marketing:

• Design, execute and analyze effective and innovative targeted store-wise retail marketing campaigns, brand promotions in discussion with the retail operations team.
• Deeply understand our varied consumer segments through regular market visits and consumer immersions and basis that plan and help execute innovative BTL activities, events and exhibitions that can drive store footfalls.
• Track, analyze and share weekly report on retail footfalls, retail marketing events and activities performance and future plans and innovative ways to increase store footfalls.

Key responsibilities related to CRM / CLP:

• Analyze and drive the Customer loyalty program performance and keep abreast of emerging trends in the loyalty space.
• Work closely with E-commerce Head to build sharp and clear consumer journeys for multiple cohorts created basis their demographic, psychographic and purchase behavior.
• Design relevant content basis the above and work with E-com team to drive customized campaigns across SMS, RCS, email & PNs at scale using automated tools.
• Liaise with IT team to build relevant functionalities for the CLP platform and track performance of the same.
• Coordinate with store teams and HR for CRM and CLP updates & training.

Note:

Apart from the duties and responsibilities stated above, you may be required to take on additional functions (when directed by management to do so)