Assistant Manager Marketing-The Collective

Job Purpose :

To develop a distinctive marketing strategy in line with the Brand vision and positioning through focused consumer insights, effective communication of brand expression and PR activities to build and strengthen the Brand Equity

The Key challenges :

1. Building an Apparel brand in a cluttered market that resonates with the evolving target consumers.

2. Defining and communicating Positioning of brand present across diverse categories, yet connected to Mother brand.

3. Understand and continuously track evolving consumer needs through multiple sources including appropriate research interventions

4. Coordination with multiple agencies, under strict timelines ensuring quality delivery.

5. Cross functional accountability and coordination with number of teams internally like retail, VM, brand, projects, etc.

6. Initiate and implement the activities within budget with high expectations on delivery front.

Key result area :

Manage Vendor Payments

• Onboard new vendors to register them with The Collective

• Manage budgets, invoices for marketing activations & ensure timely payments to vendors

Understand, Define & Continuously track evolving consumer needs

• Understand triggers influencing buying, buying process and shopping behavior through research activities

• Touch base with consumers to continuously improve marketing activities and messaging

Develop Relationships with agency partners to build & execute Communication & Marketing plans

• Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria

• Plan and execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand’s Point of View •

Ensure efficient amplification of ongoing campaigns and consistently explore new avenues to build brand equity

• Create reports to track campaign performance and effectiveness and apply learnings for future campaigns

Define Brand Positioning & build a system to monitor brand performance

• Based on the Target Group profile, work with the creative team to define the brand personality

• Define & maintain relevance of the value dimension of the brand- both tangible & intangibles

• Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning

Customer engagement

• Plan the marketing Campaign Effectiveness

• Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)

Build an Efficient Marketing Budget & Execute on agreed Brand Objectives

• Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM

• Build Marketing Plans and Budget for executing on agreed objectives

• Innovate in marketing execution to build marketing cost efficiencies

Efficiency in marketing processes

• Agency Management

• Media plan effectiveness wrt reach and frequency

• Annual Brand Plan Process efficiency

Monitor competitive brand marketing activities

• Track market research data

• Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan