The job holder will be responsible for implementing marketing strategies to develop the Concept brand on e-commerce in line with the Concept objectives and ensure that positioning of the brand is consistent throughout the region and new markets DO - Key Responsibilities 1.Brand Building * Develop Concept / Brand attributes and positioning strategy in line with the Concept objectives * Ensure that the entire Omni Channel brand building strategies are implemented in the territories where the e-commerce operations are live * Liaison with Media Agencies to develop appropriate theme board / communication methodology in line with concept objectives * Maintain the site for the brand that is in line with brand image and business objectives 2. Promotions and Events * Ensure 90% listing of all live stock on the e-commerce portal * Time to time testing of links and implementation on the e-commerce * Rrecommend ecommerce store promotions in consultation with the buyers and the retail operations/ Marketing Head * Ensure that all communication material required for the promotions is developed, designed within the time frame specified * Recommend events specific to brand, product category and season * Forecast along with the buyers and the retail operations on the increase in footfall sales during the promotions 3. In Store/ Out Door Media Planning * Ensure all aspects of imaging - store windows, visuals, banners, posters, shelf takers are in line with the "Image" of the Brand and target the appropriate audience and integrate the e-commerce url to drive offline traffic. * Ensure that the entire out-door media facilities are at the prime locations to attract customers (bill boards/ hoardings) * Ensure consistency in the brand image * Provide innovative solutions for new POS materials for stores 4. Budgeting and Planning * Prepare the annual marketing budget for the Concept in consultation with the management team and allocate resources to territories/brands with the break up in terms of season, campaign, media etc * Prepare annual marketing calendar and Product specification catalogs * Review the budgets and make recommendations to the management as deemed necessary * Report on the utilization of the Budgets periodically (as agreed) 5. Advertising and Agency Management * Plan and coordinate with Corporate Marketing on media buying and Agency contracting * Liaise with the advertising agency on the optimal spend of the Media Budgets for the Season/ Territory and Brand * Plan with the agency on the image campaign for the season * Track advertising maintained with the agency * Plan and manage the seasonal photo shoots with the advertisement agency including coordination between buyers, designer agencies, models and photographers * Design, write, and oversee the production of printed promotional materials including catalogs, brochures, flyers, and program and media guides * Review the effectiveness of advertisement promos and take corrective actions * Set agency deliverables with respect to the brand's communication strategy * Responsible for all approvals on the brand and marketing in coordination with brand/ concept head 6. People Management * Manage the performance of the team - set annual performance goals, monitor performance and provide constructive feedback to improve performance. * Identify their training and development needs and ensure their fulfilment * Develop and mentor subordinates to move to the next higher level of job through career planning and develop a development chart * Ensure compliance to Company policies and values. Coordinate with the HR for appraisals of the Marketing team 7. Market Research * Conduct periodic market research to study the customer profile / preferences and buying patterns in e-commerce * Conduct market research to study the effectiveness of the media campaign and with respect to the money spent, in coordination with Corporate Marketing * Set goals and parameters for the Marketing Research 8. Miscellaneous * Oversee other outside agencies for order placements and printing needs, shopping bags, stickers, .flyers, and other sales material. * Negotiate with vendors and contractors to coordinate media cost, placement, and scheduling * Create opportunities for Cross Promotion (i.e. Banks, Airline) and co-branding * Plan with Public relation agencies for PR and media coverage in consultation with Brand Head and Group Corporate communication & PR * Manage the loyalty program/privilege clubs of the concept and recommend strategies to ensure increase in the perception level of the program * Recommend strategies to Corporate Marketing to increase membership in the Loyalty Program and provide support in sending mailers/brochures to privilege club members (as required/agreed upon) * Represent the Concept / Brand at media and marketing events * Conduct territory and market visits to assess implementation of marketing / branding guidelines and source competitive intelligence * Keep abreast of best practices in marketing, global retail brands, competitive / strategic marketing initiatives and trends Preferably looking for candidates who has got experience in Jewel/Beauty Categories both Online and Offline exposure, and both Ecommerce and Retail Exposure
Recruiter Name:Mary Jacintha
Email Address:blr@avtarcc.com
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