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Job Description
Brand Building
Develop Concept Brand attributes and positioning strategy in line with the Concept objectives
Ensure that the entire brand building strategiesexercise is implemented in all the stores and in all the territories
Liaison with Media AgenciesConsultant to develop appropriate theme boardcommunication methodology in line with concept objectives
Developmaintain a website for the brand that is in line with brand image
Promotions and Events
Recommend store promotions in consultation with buyers retail operations
Ensure that all communication material required for the promotions is developed designed and sent to the storesterritories within the time frame specified
Recommend events specific to brand product category season
Forecast along with buyers retail operations on the increase in footfall sales during the promotions
In Store Out Door Media Planning
Ensure all aspects of imaging – store windows, visuals, banners, posters, shelf takers are in line with the Image of the Brand and targetthe appropriate audience
Ensure that the entire out-door media facilities are at the prime locations to attract customers (bill boards hoardings)
Ensure that the outdoor media communication is replaced regularly with images and captions
Co-coordinate with the territories and the brands agencies as necessary on the media advertising
Ensure consistency in the brand image
Provide innovative solutions for new POS materials for stores
Budgeting and Planning
Prepare the annual marketing budget for the Concept in consultation with the management team and allocate resources to territoriesbrands with the break up in terms of season, campaign, media etc
Prepare annual marketing calendar and Product specification catalogs
Review the budgets and make recommendations to the management as deemed necessary
Report on the utilization of the Budgets periodically (as agreed)
Advertising and Agency Management
Plan and coordinate with Corporate Marketing on media buying and Agency contracting
Liaise with the advertising agency on the optimal spend of the Media Budgets for the Season Territory and Brand
Plan with the agency on the image campaign for the season
Track advertising maintained with the agency
Plan and manage the seasonal photo shoots with the advertisement agency including coordination between buyers, designer agencies, models and photographers
Design, write, and oversee the production of printed promotional materials including catalogs, brochures, flyers, and program and media guides
Review the effectiveness of advertisement promos and take corrective actions
Set agency deliverables with respect to the brands communication strategy
Responsible for all approvals on the brand and marketing in coordination with brand concept head
People Management
Manage the performance of the teamset annual performance goals, monitor performance and provide constructive feedback to improve performance
Identify their training and development needs and ensure their fulfilment
Develop and mentor subordinates to move to the next higher level of job through career planning and develop a development chart
Ensure compliance to Company policies and values Coordinate with the HR for appraisals of the Marketing team
Market Research
Conduct periodic market research to study the customer profile preferences and buyingpatterns, in coordination with Corporate Marketing
Conduct market research to study the effectiveness of the media campaign and with respect to the money spent, in coordination with Corporate Marketing
Set goals and parameters for the Marketing Research
Miscellaneous
Oversee other outside agencies for order placements and printing needs, shopping bags, stickers, flyers, and other sales material
Negotiate with vendors and contractors to coordinate media cost, placement, and scheduling
Create opprotunities for Cross Promotion (ie Banks, Airline) and co-branding
Plan with Public relation agencies for PR and media coverage in consultation with Brand Head and Group Corporate communication & PR
Manage the loyalty programprivilege clubs of the concept and recommend strategies to ensure increase in the perception level of the program
Recommend strategies to Corporate Marketing to increase membership in the Loyalty Program and provide support in sending mailersbrochures to privilege club members (as requiredagreed upon)
Represent the Concept Brand at media and marketing events
Conduct territory and market visits to assess implementation of marketing branding guidelines and source competitive intelligence
Keep abreast of best practices in marketing, global retail brands, competitive strategic marketing initiatives and trends
