Marketing Manager

1 week ago

Jaipur, Rajasthan, India Jaipur Rugs Full time

Organization Description: Jaipur Rugs is a social enterprise that connects rural craftsmanship with global markets through its luxurious handmade carpets. It is a family run business that offers an exclusive range of hand-knotted and hand-woven rugs made using 2500 years old traditional art form.

The founder, Mr. Nand Kishore Chaudhary created a unique business model, which provides livelihood to the artisans at their doorstep. This changed the standard practice of involving middlemen to work with artisanal communities. The company currently has a network of over 40,000 artisans spread across 600 rural Indian villages in five states of India. It has an end-to-end business model, right from sourcing of wool to exporting a finished handmade rug.

The modern and eclectic collection of rugs, made using the finest wool and silk, has won numerous global awards and is currently exported to more than 45 countries with the US sales arm, Jaipur Living, Inc. located in Georgia, Atlanta.

Job Description: The specific responsibilities of the position holder will be (though not restricted to) the following:

Strategy Formulation and Branding

  • Spearheading the unique brand positioning of JAIPUR that will reflect the core values of the Founder throughout the organization as well as in the various communications that are being made with buyers, consumers and other stakeholders.
  • The products that are manufactured by JAIPUR need to be marketed to the existing as prospective buyers and customers in such a way that they get to know about not just the products but also the process and significant stories associated with their making – the life stories and smiles of the artisans, their families.
  • Get involved with key strategic decision making of the organization as a business partner and help lay down a branding and marketing roadmap with clear lines in the sand – the timelines and targets that team members will adhere to in delivering results;
  • Visualize and lead communications planning for regional product launches, B2B story telling, brand activities, promotion, impact stories, CSR practices, for international markets, tourists.

Marketing and Communication Processes

  • Take lead in development of branding and communication material and tools of varying nature targeted at different sets of stakeholders as stated above. Such material and tools will take various forms like flash cards, brochures, mailers, flyers, posters, audio-visuals, movies, documentaries, animations, multimedia flash presentations, power point presentations, blog postings, social media content and so on. These will be developed with the support of various cross-departmental team members.
  • Work in consultation with Sales Department to align branding and marketing initiatives with Sales priorities and plans.
  • To guide the research efforts on various countries about the prevailing Fashion trends, demographics, Fashion, socio-cultural and political trends, existing carpet companies and the frequency of change in fashion so as to define the customer needs and hence contribute in defining the target audience and the respective product offerings and its overall strategy.
  • To segment the existing customers and the prospective customers in terms of the geography, choices, products, thus determine the preparedness for business growth
  • Develop Online and Social Media Outreach pitches for prospective and existing customers
  • Capture various aspects of buying trends in rug industry – customers' likes, dislikes, their buying attitude, consumption pattern, their favorite Carpet companies and their recent carpet purchase.
  • Distil data collected from research and customer feedback into insights, brand and communication ideas.
  • Analyze company's business in its competitive context - research the industry, countries, competitors and the target audience. Undertake thorough competitor analysis i.e. their product range, designs, customers, target audience, pricing etc. and analyzing the point of differentiation from Jaipur Rugs.

Engagement, Coordination and People Development

  • Steer work synchronization for various team members of branding, marketing and communication team members in alignment with broad organizational goals;
  • Develop/maintain relationships with global media outlets across consumer, business and B2B / Trade media spanning across print, broadcast, Digital outlets and bloggers.
  • Work closely with all three entities of JAIPUR (JRCPL, JRI and JRF) on integrated messaging, communications outreach and coordination and synchronization with their activities.
  • Visualize the work progression, existing and future capability requirements in the team and evolve new positions. Work in consultation with HRD to develop Job Descriptions for the new positions and get involved with their recruitment process
  • Work in consultation with management and HRD to develop KRAs and KPIs for different team members and get involved with their responsibility allocation and review process.
  • Work in consultation with training and development department to organize capability enhancement trainings for the team members and measure results of such trainings in their work

Academic and Professional Qualifications:

  • Post Graduate in relevant field
  • 5-6 years of relevant experience

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