Head - Marketing

To lead the development of the marketing plan aligned to the business strategy. Overseeing driving of the plan to create brand awareness / recall among the target consumers. The role is also expected to manage the E-Commerce business for the division by driving sales through targeted campaigns and promotional offers for achieving the targets

Strategy Development

• Lead the conduct of periodic market / consumer research to assess opportunity size, brand positioning, identifying the gaps, areas of opportunities, consumer insights, mega trends, etc.
• Influence the development of the annual design calendar and product calendar basis in coordination with the design and merchandising team basis the trends and opportunities identified
• Review the annual operating plan, budget and marketing calendar developed for its alignment to the overall business plans and action points from brand tracks
• Present the AOP to the appropriate stakeholders and rejig the plan / budget if needed based on the recommendations
• Participate in the development of the mid to long term strategy for the jewellery business aligned to the envisaged organization strategy

Brand Management

• Custodian of VBJ Brand and take decision related to brand positioning with respect to target customer groups basis the market research conducted
• Lead the marketing brief discussion with the agencies (creative, media, digital, PR, BTL etc.) encompassing brand / campaign targets, brand positioning, target consumers and other requirements
• Evaluate the marketing plan (media, creative, PR, digital, BTL etc.) developed by the various agencies as per the brief provided and provide recommendations on the plan to ensure that the plan is robust to meet the business requirements
• Finalize the plans (media, creative, PR, digital, BTL etc.), budgets post negotiation with the vendor and the allocate budget for the campaigns ensuring optimal utilization of the spend.
• Monitor and review the performance of the marketing campaign initiatives periodically with regard to the customer reach, engagement, brand awareness, etc. and undertake appropriate actions based on the relevant metrics
• Evaluate critical branding collaterals, product shoots, advertisements, etc. for its effectiveness and ensure that the production / delivery of all collaterals within the agreed timelines
• Undertake real time planning of campaigns as per the business needs and execute the plan to ensure the requirements are met
• Undertake periodic improvements in the marketing process to bring in operational excellence for brand engagement among target customers

E-Commerce Channel Management

• Develop the process and the team for the E Commerce aligned to the business strategy and establish cross functional linkages
• Review and finalize the channel strategy and plan, detailing the individual pillars of focus, promotions, timelines etc., and ensure its alignment to the overall business plan
• Cascade the targets to the team, monitor the performance of the channel sales and manage discrepancies in the same
• Lead the development of channel specific collections in liaison with the merchandising and design team
• Finalise on various promotional schemes in liaison with the merchandising team and feedbacks from various sources to boost the sales and increase customer walk-ins
• Periodically monitor the Ecommerce channel with regard to the content, cataloguing, sales performance, etc. to ensure its alignment with defined plan and strategy

Vendor Management

• Evaluate and finalise agencies and brand ambassadors to best partner with the firm basis the requirements
• Engage with marketing agencies and brand ambassadors periodically to foster a mutually beneficial relationship and manage escalations as per the need
• Evaluate the performance of the vendor vis. a vis. the expected performance and recommend appropriate actions in case of deviations

People Management

• Develop the annual manpower plan in line with the business strategy
• Liaison with the HR team to ensure timely recruitment as per the agreed manpower plan
• Set goals & targets for reports aligned to the organizational scorecard, periodically review the performance parameters of the team and provide quality feedback to the team members
• Provide subordinates with adequate exposure and growth opportunities to enable readiness for higher roles
• Participate in talent review meetings with the HR team to ensure a robust pipeline of successors for critical positions
• Drive a culture of diversity & performance; undertake timely action plan basis employee engagement scores to ensure superior employee satisfaction