- POSITION OBJECTIVE
The job holder will be responsible for implementing marketing strategies to develop the Concept brand on e-commerce in line with the Concept objectives and ensure that positioning of the brand is consistent throughout the region and new markets
DO - Key Responsibilities
1.Brand Building
* Develop Concept / Brand attributes and positioning strategy in
line with the Concept objectives
* Ensure that the entire Omni Channel brand building strategies are
implemented in the territories where the e-commerce operations are live
* Liaison with Media Agencies to develop appropriate theme board /
communication methodology in line with concept objectives
* Maintain the site for the brand that is in line with brand image
and business objectives
2. Promotions and Events
* Ensure 90% listing of all live stock on the e-commerce portal
* Time to time testing of links and implementation on the e-commerce
* Rrecommend ecommerce store promotions in consultation with the
buyers and the retail operations/ Marketing Head
* Ensure that all communication material required for the promotions
is developed, designed within the time frame specified
* Recommend events specific to brand, product category and season
* Forecast along with the buyers and the retail operations on the
increase in footfall sales during the promotions
3. 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 target the appropriate audience and integrate the e-commerce url to drive offline traffic.
* Ensure that the entire out-door media facilities are at the prime
locations to attract customers (bill boards/ hoardings)
* Ensure consistency in the brand image
* Provide innovative solutions for new POS materials for stores
4. Budgeting and Planning
* Prepare the annual marketing budget for the Concept in
consultation with the management team and allocate resources to territories/brands 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)
5. 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 brand's communication
strategy
* Responsible for all approvals on the brand and marketing in
coordination with brand/ concept head
6. People Management
* Manage the performance of the team - set 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
7. Market Research
* Conduct periodic market research to study the customer profile /
preferences and buying patterns in e-commerce
* 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
8. 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 opportunities for Cross Promotion (i.e. 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 program/privilege 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 mailers/brochures to privilege club members (as required/agreed 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
Preferably looking for candidates who has got experience in Jewel/Beauty Categories both Online and Offline exposure, and both Ecommerce and Retail Exposure
Recruiter Name:Mary Jacintha
Email Address:blr@avtarcc.com
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