Overview
Marketing Manager Jobs in Karnataka, India at Aditya Birla Fashion and Retail Ltd.
Title: Marketing Manager
Company: Aditya Birla Fashion and Retail Ltd.
Location: Karnataka, India
Job Purpose
To develop a distinctive marketing strategy in line with the Brand vision and positioning through focused consumer insights, effective communication of brand expression and PR activities to build and strengthen the Brand Equity.
Job Context & Major Challenges
Building an Footwear brand in a cluttered market that resonates with the evolving target consumers.
Defining and communicating Positioning of brand present across diverse categories, yet
connected to Mother brand.
Understand and continuously track evolving consumer needs through multiple sources including appropriate research interventions
Coordination with multiple agencies, under strict timelines ensuring quality delivery.
Cross functional accountability and coordination with number of teams internally like retail, VM, brand, projects, etc.
Initiate and implement the activities within budget with high expectations on delivery front
KRA2 Monitor competitive brand marketing activities
Track market research data
Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan
KRA3 Efficiency in marketing processes
Agency Management
Media plan effectiveness wrt reach and frequency
Annual Brand Plan Process efficiency
KRA4 Build an Efficient Marketing Budget & Execute on agreed Brand Objectives
Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM
Build Marketing Plans and Budget for executing on agreed objectives
Innovate in marketing execution to build marketing cost efficiencies
KRA5 Customer engagement
Plan the marketing Campaign Effectiveness
Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)
KRA6 Define Brand Positioning & build a system to monitor brand performance
Based on the Target Group profile, work with the creative team to define the brand personality
Define & maintain relevance of the value dimension of the brand- both tangible & intangibles
Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning
KRA7 Develop Relationships with agency partners to build & execute Communication & Marketing plans
Finalize selection of agency partners for execution of Marketing Plans
Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria
Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand’s Point of View
Ensure efficient Media Planning & Buying
KRA8 Understand, Define & Continuously track evolving consumer needs
Define & track the targeted customer in terms of demographic & psychographic profile
Understand triggers influencing buying, buying process and shopping behavior
KRA9 Impact the Brand Financials
Monitor the marketing budget and expenditure
Monitor % Sales from new developments/innovations in current category or a new category
War on Costs
