Marketing Manager - BPD

Developing differentiated GTM and Efficient Rollout

• Develop annual marketing plans for each category & plan the execution. Co-ordinate with team members - Zonal Brand building heads, Central Brand building & BPD team
• Consumer validate the problem statement and the value proposition through qualitative and or quantitative research with customers/ technocreacts/ infleuncers. Distil the CVP into an actional GTM
• Rolling out the GTM across multiple channels. Coordinating with internal and external partners towards timely and rigorous execution.

Developing Distinct & premium Pack design

• Develop exhaustive packaging brief (NPD or Refresh) with the category team
• Secure approval from technical & legal on marketing claims before print proofing the shortlisted pack design (rigid & flexible).
• Roll out the packagaing with desired marketing support BTL & ATL

Driving efficient deployment & measuring effectiveness

• Monitor the spends on BTL and their effectiveness in the market. Provide inputs on effective utilization of the budget, for maximum impact in the market.
• Develop key brand collaterals required for the GTM by coordinating across creative agencies, internal teams and execution vendors (printers, installers etc).

Competition Tracking

• Competition tracking - Monitor competition activities on the ground and media spends for all categories (Tile Adhesives, Waterproofing, Repair, Tile grouts, Powergrouts etc)
• Flash major competition updates to key internal stakeholders.

Leverage digital media to reach, engage & influence customers

• Build annual activation calendar as per agreed annual goals
• Develop insightful content for IHBs & Influencers
• Build website as a destination for curated content
• Pilot new media platforms to communicate/ amplify CVP
• Define KPIs to measure campaign effectiveness & drive effienciency with agency partner
• Scaleup basis campaign impact & budget