Deputy General Manager - Creative & Content (8-12 yrs)

Role Specification:

Role Title: Lead Creative and Content

Reporting To: Head Consumer Marketing

Purpose of the Role: The Lead Creative and Content for Tata Passenger Electric Mobility (TPEM) is responsible for developing and executing creative strategies to enhance the market positioning and success of Tata EV brands. This role plays a pivotal part in shaping brand perception, increasing recognition, and driving purchase intent among target consumers.

Job Responsibilities:

Creative Strategy Development and Execution:

- Develop and implement monthly and annual creative plans for EV brands, aligning with corporate objectives and ensuring brand distinction.

- Conduct market research to uncover trends, customer insights, and competitive analysis.

- Establish the EV brand's creative positioning, unique value proposition, and audience segmentation.

- Craft compelling brand narratives, messaging, and visual identities that align with brand values.

- Continuously assess and adapt creative strategies for relevance and impact.

Integrated Marketing Campaign Planning and Execution:

- Design integrated marketing campaigns by analyzing audience insights, market trends, and competitor strategies.

- Develop innovative campaign concepts that resonate with brand values and target audiences.

- Collaborate with the creative team to produce engaging content, including messaging, visuals, and storytelling.

- Manage agency relationships for the creation of digital content, social media assets, website content, and campaign materials.

- Ensure consistency in branding, messaging, and visuals across all marketing platforms.

- Partner with internal departments (product marketing, digital, social media, media, experiential, call center, sales) for successful campaign execution.

- Communicate campaign objectives and guidelines to stakeholders and dealers.

- Monitor campaign progress, make necessary adjustments, and evaluate post-campaign performance.

- Submit high-quality campaigns for national and international awards.

Brand Collaborations:

- Build strategic alliances to enhance EV brand visibility and reach.

- Identify and manage partnerships with EV ecosystem brands, environmental programs, and influencers aligned with brand values.

- Oversee collaborative marketing efforts and co-branding initiatives.

- Measure partnership effectiveness through key performance indicators, including brand awareness and reach.

Asset Management, Reporting & Budgeting:

- Maintain an updated brand asset library for stakeholder and agency access.

- Regularly evaluate brand performance, market trends, and customer sentiment for growth opportunities.

- Develop frameworks for assessing marketing effectiveness.

- Conduct brand audits at dealerships to ensure consistency and adherence to brand guidelines.

- Manage the monthly brand budget with 100% compliance.

- Influence and communicate effectively with internal and external stakeholders to drive brand initiatives.

Stakeholder Profiles & Nature of Interactions:

Internal:

- Head of Marketing, Sales and After Sales Strategy

- Product Team

- Digital Team

- Agencies

- Dealers

External:

- EV ecosystem brands

- Environmental programs

- Influencers

- Marketing agencies

Desired Candidate Profile:

- Qualification: MBA/PGDM in Marketing, Communications, or a related field.

- Desired Work Experience: Minimum of 8 years in brand management, creative strategy, or marketing roles.

- Necessary Knowledge: Experience in market research, consumer insights, digital marketing platforms, and brand promotion.

- Desired Industry and Sectors: Automotive, electric mobility, or related industries preferred.

Skills & Competencies:

- Creative Thinking: Ability to generate innovative ideas for brand and content development.

- Communication Skills: Excellent written and verbal communication.

- Collaboration: Strong teamwork and cross-functional collaboration abilities.

- Adaptability: Capacity to thrive in a fast-paced, dynamic environment.