Manager, Marketing, American Eagle

Location- Bangalore

Work Exp- 4 to 6 years

Education- Masters

Key Result Areas

Impact the Brand Financials

• Build Marketing Plans and Budget for executing on agreed objectives
• Continuously monitor and improve %Sales and ROI from various marketing activities
• Define brand objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store via various
• ATL & BTL activities such as PR, CRM, Events, Advertising, Digital Activations.
• New initiatives that help generate business apart from the regular marketing activities.
• Monitor the marketing budget and expenditure
  
  

Understand, Define & Continuously track evolving consumer needs

• Conduct external research for the business to get consumer insights with respect to brands, new stores, TVC etc. Conduct internal feedback collection mechanisms (digital & direct).
• Understand shopper segments for the brand, define & track the targeted customer in terms of demographic & psychographic profile
• Understand triggers influencing buying, buying process and shopping behaviour through various CRM activities
  
  

Digital Marketing

• Continuously developing AE website at par with international benchmarks such as Selfridges and Harrods. Continuously enhance the UI and functionality of the website to support the ever evolving ecommerce space.
• Ensure the salience of the brand on the overall digital space not just on owned media such as social media and the website.
• Craft and amplify campaigns, ensure timely and effective delivery on digital platforms of all seasonal communication in line with the overall marketing mandate and adhere to a pre-planned calendar.
• Continuously and conclusively solve the problems that traditional media faces and gradually set up a program where ads on social media, search engine marketing and lucrative display banner marketing tie ups would prove to be much more feasible and cost effective.
• Constantly come up and execute ideas for campaigns, contests, events and activations that cut through with the objective of creating buzz and reverb online. These activations could range from a 1 day long twitter contest to a month long in-store activation campaign.
  
  

Digital Marketing

• Sync with Social Media Command Centre - Sync with EPIC and establish a streamlined process of being more receptive in hearing out the customer, taking the feedback to the respective team and giving a quick apt response. This also includes taking up the mandate of ensuring that campaigns are undertaken as a response measure in order to make use of an opportunity that presents itself to us through this medium.
• Timely targeted and hyper localized ads clubbed with digital and mobile offers to directly reach out to the potential customer and increase footfall.
• Work on new initiatives such as launch of new Blog and microsites.
• Work with external and internal stakeholders to ensure digital campaigns are under control.
• Leveraging and humanising the brand essence of Progressive change driven by self-belief by recruiting brand ambassadors from within the customer base through a long term programmed approach targeting the youth. These initiatives would be typically long term stretching over 3-5 months or more.
  
  

PR & Events

• The elite consumer base of American Eagle is hard to reach via advertising. Therefore engage key media influencers every season through Press Days etc.
• Regularly supporting stylists via sourcing and sales lead generation
• Organize store launch events to generate buzz
  
  

Ecommerce

• Devising strategies to drive online traffic to the company website.
• Tracking conversion rates and making improvements to the website.
• Developing and managing focused digital marketing campaigns
• Utilising a range of techniques including paid search, SEO and PPC.
• Overseeing the social media strategy for the company.
• Managing online brand and product campaigns to raise brand awareness.
• Managing the redesign of the company website.
• Improving the usability, design, content and conversion of the company website
• Responsibility for planning and budgetary control of all digital marketing
• Evaluating customer research, market conditions and competitor data.
• Review new technologies and keep the company at the forefront of developments in digital marketing.
  
  

VM & Store Support

• Identify and react quickly to new marketing opportunities as they arise to support retail stores of AE
• Develop and execute store-wise walking and co-op promotional strategies and programs to increase awareness and engagement.
• Support VM function by providing GTM concepts and instore collateral ideas