Hindustan Times - Lead - Marketing (7-10 yrs)

Job Summary:

- We are seeking an experienced and dynamic Product and Brand Marketing for our media/publishing company.

- The ideal candidate will have 8-10 years of relevant work experience in marketing, with a strong focus on product and brand management within the media industry.

- This individual will be responsible for developing and executing comprehensive marketing strategies to drive product awareness, enhance brand reputation, and increase customer engagement.

Key Responsibilities:

Product Management:

- Develop and execute product strategies for our media and publishing offerings.

- Closely monitor trends, customer needs, and competitive landscape.

- Collaborate with cross-functional teams to define product features, positioning, and pricing.

- Create and manage product launch plans covering both ATL & BTL

Brand Management:

- Manage core brand health KPIs - Both Mind measures and behavioral measures

- Develop and implement brand strategies to enhance brand equity and recognition.

- Ensure consistent brand messaging across all marketing channels.

- Monitor and analyze market trends to adjust brand strategies accordingly.

- Collaborate with creative teams to develop compelling and on-brand marketing collateral across media platform

Marketing Campaigns:

- Think proactively to Plan, execute, and measure integrated marketing campaigns to drive product adoption.

- Utilize various channels, including digital, social media, events, and traditional media, to reach target audiences.

- Monitor and report on campaign performance, making data-driven adjustments as needed.

Cross-Functional Collaboration:

- Work closely with Editorial, Circulation, Media marketing, Adops, Production & Finance to align marketing strategies with overall business goals.

- Support Media marketing & event teams with solutions and creative support for P&L led monetized events

Analytics and Reporting:

- Utilize analytics tools to track key performance indicators (KPIs) and evaluate marketing campaign effectiveness.

- Prepare regular reports for senior management on marketing performance and ROI.

Budget Management:

- Develop and manage the marketing budget, ensuring optimal allocation of resources for maximum impact.

- Monitor expenditures and provide variance analysis against budget.

Detailed Brand KPI's:

- Net Promoter Score (NPS): Work with the Brand and Insights team to track and analyze NPS for five editions, comparing absolute scores and relative performance against competitors.

- Top of Mind (TOM) Awareness: Work with the Brand and Insights team to measure and evaluate TOM awareness for the brand in each of the five priority markets, comparing absolute and relative performance against competitors and circulation share.

- Brand Imagery Ratings: Assess brand imagery ratings relative to competitors on key NPS-driving parameters in the five priority markets as per studies commissioned along with the Insights team.

- Intention to Read (ITR) Scores: Work with the brand and insights team to analyze ITR scores among competitor readers and new households in the five operating markets.

- Marketing Actions & KPIs: Develop and implement marketing actions (campaigns, engagement programs, events) that clearly link to and demonstrate effectiveness on brand KPIs, including NPS, ITR, and TOM.

- Support for Circulation Team: Execute BTL marketing actions to support the circulation team in building copies, focusing on bottom-of-the-funnel activities.

- Enhancing B2B Brand Stature: Create campaigns that enhance the brand's stature among B2B audiences (advertisers and media agencies), supplementing the B2B team's media deliverables with marketing-driven image enhancements.

- Stakeholder Management: Collaborate with multiple stakeholders, including (but not limited to), Circulation, Media Marketing, B2B Marketing, Ad Operations, Supply Chain, Finance, Legal, and Commercial teams.

Qualifications and Skills:

- Bachelor's degree in Marketing, Business, or a related field. MBA is a plus.

- 8-10 years of progressive experience in product and brand marketing, preferably in the media/publishing industry.

- Proven track record of successfully launching and promoting products.

- Strong understanding of market trends and customer behavior.

- Excellent communication and interpersonal skills.

- Ability to lead and collaborate with cross-functional teams.

- Analytical mindset with proficiency in using data to drive marketing decisions.

- Demonstrated ability to manage budgets effectively.

- Familiarity with digital marketing, social media, and content marketing strategies.