Senior Vice President

Role Purpose Responsible for heading the Brand Strategy, Communication Programs and overall brand performance, lead SBI Card's presence on digital and social media platforms and manage the digital communication channels.Role Accountability Brand & Digital MarketingDevelop and manage brand strategy aligned with Organizational Vision and objectivesDefine brand standards and usage guidelines and ensure consistent integration across campaignsConceptualize strategic initiatives and plan advertising campaigns thereof Track market and consumer insights for improving brand marketing initiativesWork across functions to create effective customer communication campaignsDefine media strategy, annual media calendar and conduct media planning, buying and implementation for the organizationPlan and implement retail visibility through one of the largest Retail Kiosks program in the categoryManage events, sponsorships and other activation programs for the organizationCreate and execute the strategic road map for growth of Digital channels to enable customers to access SBI Card products & services Enhance penetration of all Digital channels on the overall portfolio (increase Digital adoption penetration)Evaluate opportunities to improve / enhance customer experience and self-servicing capabilities on Digital channels- Define and design the user journeys for new products and enhancements with unified customer experience for SBI Card Digital channels. Plan pipeline for Digital and Social Media campaigns to ensure optimum presence and visibility for the Brand across the yearManage Social Media presence for the organization across relevant platforms. Lead contextual and sustenance campaigns, work towards various content buckets for improving engagement across platformsLead Content Digital Marketing Strategy for organization by leveraging on-page and off-page content strategy and video creation. Manage the content calendar for content creation – video, text across 3rd party publishers, SBI Card owned assets (website, social channels etc.)Lead Digital Communication channels (E-mail / SMS) for the organization. Manage the channel cost, drive innovation in channel usage through various techniques.Manage budgeting, invoicing and payment process for marketingMarket Research Conceptualize & Design a comprehensive customer research framework in sync with the business objectives, covering the following: Brand health measurement, Customer satisfaction tracking, New product development, Communication effectiveness etc.Implement the framework through 3rd part research agencies & other related channelsPublic RelationsDevelop and execute strategies to Manage, Build and Protect Organizational Reputation though impactful Public Relations initiativesCreate and develop a PR approach leveraging multiple platforms/channels to reach out to relevant stakeholders Work closely with the PR Agency and internal business units to develop messaging about the brandMeasures of Success Performance on brand health parametersPerformance against set media objectivesEffectiveness of advertising/ communication projectsGrowth in reach and engagement on Social Media platforms Quality of strategic inputs and operational plansCost efficiency across projectsProcess adherence as per MOUTechnical Skills / Experience / CertificationsGood understanding of Media platforms and vehicles Experience of managing 360 marketing campaignsExperience in managing Digital Media Campaigns / Social Media campaigns / Content creation Knowledge and experience of managing large scale/ multi city marketing activations Deep understanding of brand management and creative development processAbility to plan and manage at both strategic and operational levelCompetencies critical to the roleStrategic OrientationStakeholder ManagementAnalytical abilityCustomer OrientationDetail OrientationHigh impact communicationQualification MBA - Marketing