Consumer Marketing Head

1) Job Purpose: This role has to design and drive Consumer Marketing led inaitives / activities at the zone. He/She needs to drive preference for the brand, ensure consistent brand language across consumer facing touch points leading to business generation.

UltraTech is a national player in the category with a clear prominence over other brands. Given the dynamics of the category a lot of planning and execution in marketing happens at Zonal level with a substantial Marketing budget for each zone. The role is historically being seen as Services department, while it surely should continue working hand-in-hand with Sales & Technical functions to achieve business objectives, the need of the hour is that zonal marketing team should also understand & implement strategies beyond their past level of influnece to fasten the pace of growth and remain ahead of the competition all the time through marketing efforts & thus this role has gain tremendous prominence
The job holder needs to lead & direct all marketing activities & intiatives at the zone; would act as an extended arm of the Central Marketing Team. This role needs to ensure that the brand language is consistent across all touch points, adherence to the brand guidelines, address issues arising out of regional dynamics.Role demands more direct interventions with IHBS.He/She needs to be the custodian of the consumer expectations from the brand and drive the consumer understanding quotient of the team and drive the CVP of the brand “Empathectic Expert” in all the interventions. Need to drive Rural marketing since large untapped opportunity lies at rural areas.

Driving the business angle in coordination the Sales teams & expanding our reach to IHBs through Technical teams also becomes an important dimension of this role.Team Working, vendor management, understanding of Channel Partner management, understanding of sales generation, business development, lead generation & sales potential mapping, well acquainted to regions within the zone are few of the prerequisites of this job role. A good mix of sales and marketing experience will be ideal for the incumbent of this profile

Key Result Areas Supporting Actions

Drive Relative Recommendation

1. Roll out Brand Track Interpretation for the Regional Stakeholders.
2. Lead the coordination with Regional Stakeholders to identify the root cause for low RR markets based on Brand Track findings
3. Develop an action plan basis the Brand Track Findings for IHBs/influencers
4. Lead the deployment (specific to IHB/ Influencers) of the action plan for the Region

Consumer Related Marketing Plans

1. Understand business objectives for the Zone and develop consumer marketing plan for the zone (specific to IHB/ Influencers) in consulation with ZBBH
2. Execute standardised CLP programs in line with the central marketing insights and recommendations
3. Work closely with Zonal Sales team to plan and execute new product launches including development of collaterals/ creatives for the new launches
4. Plan and develop zonal marketing campaigns & new channels of communication for mainline & augmented products as per HO/zone for zone/multi-region for continutity and execution of larger plan
5. Strategise the rural market development and festive engagement initiatives for efficient and impactful implementation
6. Enable the execution of Outdoor Strategy as per Plan with vendors, rates to optimize cost
7. Design, innovate execution of Trade & Influencer engagement programmes at zonal level/multi-regions
8. Develop action plan for the above and report post-action learnings

Influence and exhibit data and insights driven marketing approach at zonal level

1. Spend substantial time in market visiting IHBs, and influencers and share reports with ZBBH and cental marketing team to understand necessary action for the end consumers (IHB’s)
2. Adherence on the Zonal BTL budget and ensuring that the investments are utilized in line with Brand Strategy and zonal priorities
3. Propose and measure every new initiative in the zone on the basis of RR, Shelf and competition market share
4. Scan the business environment on a continuous basis to identify, analyse and capture market trends, consumer facing competition activities and share the same with ZBBH & central marketing team.

BTL Budget utilization and process adherance

1. Understand branding guidelines and ensure accurate reflection of brand identity in all marketing initiatives undertaken in the region w.r.t IHBs & influencers
2. Coordinate with local vendors to customize brand creatives to local requirements while ensuring alignment to Corporate guidelines
3. Identify local partners / affiliates and methods for lead generation
4. Identify events or forums with opportunities for participation and evaluate participation basis ROI and Brand needs
5. Build and nurture strong relationship with agency partners to facilitate seamless collaboration and execution of marketing initiatives
6. Collaborate with the commercial team to ensure all planned activities are in sync with brand imagery (quality), adhere to timelines, include after-sales service considerations if applicable, and stay within budget.
7. Enagage and develop vendors to guarantee high quality and timely output
8. Ensure maintenance and updation of detailed documentation and MIS reports on all branding related activities
9. Ensure adherence to all legal requirements associated with events

People Related

1. Build and effectively manage relationships with agency partners and Regional Execution Managers
2. Guiding and helping the Regional marketing executives to drive on ground consumer led inaitives.