Manager -Marketing, Van Heusen

1 month ago

Bengaluru, India Aditya Birla Fashion and Retail Ltd. Full time

Job Description Field:

Section 1: Intro

Van Heusen is looking for a Social and Content Lead who is passionate about fashion and adept at weaving compelling stories and creative strategies — someone who embodies creativity and excels in the art of storytelling.

Section 2: Who Are We Looking For

Our ideal candidate should have a proven track record in creative strategy and content development, primarily for the social/digital space, with content that also easily translates into offline channels. Ideally with 8 to 10 years of experience in this domain.

You’re perfect if you:

  • Are the kind who is obsessed with crafting the perfect copy
  • Go the extra mile and often reach the last search result page on Pinterest/Behance to find the ideal creative/photo references
  • Believe that the difference between good and great is an obsessive attention to detail
  • Have a strong drive for action, ensuring accountability and adherence to timelines in a multi-stakeholder project setup
  • Already have an obsessively well-organized Instagram “Saved folder” system

Section 3: Who You Will Be Working With

You will collaborate with an exciting array of internal stakeholders, including Fashion Designers, Product Managers, and Retail Marketers, to ensure that our brand's story is consistently and effectively conveyed across all channels.

Externally, you will work with Agency Partners, Production Houses, AI Artists, Freelance Creatives and Event Agencies, engaging with creative talents to bring our visions to life.

Section 4: What You Will Be Doing

As our Social and Content Lead, your daily activities will include:

  • Developing Content Strategies: Craft and implement comprehensive content strategies that align with our brand identity and market trends, ensuring a consistent and engaging narrative across all digital and offline channels across men and women.
  • Managing Creative Projects: Oversee the production of all creative assets, from initial concept through to final delivery, ensuring that all content is on-brand, innovative, and optimized for engagement and conversion.
  • Collaborating Across Teams: Work closely with internal teams to ensure that content needs are met and that all campaigns are cohesive and strategically aligned with business goals.
  • Engaging with External Partners: Coordinate with external partners to produce unique and compelling visual and textual content.
  • Analysing Performance: Regularly analyse the performance of social media metrics and content marketing campaigns against set KPIs; adjust strategies as needed to improve reach, engagement, and effectiveness.
  • Staying Ahead of Trends: Keep abreast of the latest trends in content marketing, social media, and the fashion industry to ensure that our brand remains at the forefront of innovation.
  • Leading by Example: Drive the content agenda with internal teams in a way that encourages creativity, precision, and a high level of productivity.

In this role, you will not only be a social/content lead but also a brand steward, ensuring that every piece of content articulates and enhances the Van Heusen brand ethos. Your work will directly influence how our brand is perceived and experienced.


Add Skill Section: Content Marketing | Social Media Marketing | Digital Marketing | Brand Management | Creative Strategy | Copywriting | Project Management | Social Media Analytics | Visual Communication


Impact the Brand Financials

  • Monitor the marketing budget and expenditure
  • Monitor % Sales from new developments/innovations in current category or a new category
  • War on Costs


Understand, Define & Continuously track evolving consumer needs

  • Define & track the targeted customer in terms of demographic & psychographic profile
  • Understand triggers influencing buying, buying process and shopping behaviour


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

  • Finalize selection of agency partners for execution of 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

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 Media Planning & Buying


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

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