Marketing Executive

About the Company

Established in 1989, Rollick is today, amongst the largest manufacturers of frozen dessert in Eastern India, with state of the art manufacturing units in Kolkata. It has a fast growing network of over 500 distributors across the region. Rollick's product range includes a variety of ready to eat cups, sticks, cones, take home tubs and bulk packs. These products are available in more than 20,000 retail outlets and 600 pushcarts. Rollick has a unique range of products catering to all tastes and preferences. Selling within a price range of Rs 5-50 for a single consumption pack, the aim is to be affordable by all. Today, Rollick is present in 15 states and has plans to soon be available pan India.

website:

Location: Kolkata Sector V

CTC: 4LPA

Interested candidate please share your updated resume:

About the Role

The ATL & Digital Marketing role is responsible for developing and executing integrated marketing campaigns, with a focus on both above-the-line (ATL) strategies and digital marketing initiatives. The role enhances the brand's presence across traditional and digital channels, ensuring consistent messaging and effective audience engagement. It also drives digital optimization efforts, including SEO and content strategy, to strengthen the brand's visibility and reach. The role requires moderate travel for business purposes.

Responsibilities

• Campaign Development:
• Execute integrated marketing campaigns that align with brand objectives, utilizing both ATL (TV, radio, print) and digital marketing channels.
• Manage campaign budgets, ensuring efficient allocation of resources across ATL and digital platforms.
• Above-the-Line (ATL) Marketing:
• Coordinate with creative agencies to develop impactful TV, radio, print, pos & retail merchandising creatives.
• Track and analyze ATL campaign performance through MIS reporting to assess reach and effectiveness, providing insights for refining future strategies and optimizing media spend.
• Digital Marketing & Optimization:
• Develop and maintain a content calendar for digital platforms, ensuring content consistency and audience engagement.
• Coordinate with digital marketing agencies for creation of digital content (blogs, social media, web, influencer content, video content).
• Monitor digital performance metrics, such as website traffic, social media engagement, and conversion rates, to identify optimization opportunities, cost per reach, cost per influencer.
• Establish an effective e-commerce strategy to maximize return on investment on ads spent while staying within the assigned budget.
• Coordinate with agencies for spends/boosting on social media platforms and track performance on weekly basis.
• Performance Monitoring & Analytics:
• Monitor and analyze ATL and digital campaign performance, generating reports to measure success against key performance indicators (KPIs).
• Present campaign results and insights to senior management, recommending adjustments based on findings.
• MIS Making:
• Assist in the collection, analysis, and tracking of data to prepare reports & support decision-making for senior management, ensuring all data is up-to-date and aligned with departmental goals.
• Budget Tracking:
• Support the tracking of relevant budgets, ensuring that expenses are within the allocated budget, and providing timely updates to senior management for informed decision-making.

External Interfaces

• Creative Agencies
• Media Partners
• Digital Marketing Consultants
• Ecom Agencies
• Influencers

Internal Interfaces

• Marketing Team
• Sales Team
• PDI Team

Qualifications

• MBA in Marketing
• 3-4 years of experience in ATL and digital marketing, preferably in FMCG or consumer goods

Required Skills

• Technical:
• Proficiency in Excel
• Campaign Management (ATL and Digital)
• Social Media Strategy and Management
• Content Creation and Strategy
• Data Analytics and Performance Tracking
• Budgeting and Resource Allocation for Marketing
• Cross-Channel Marketing Integration
• Behavioral:
• Brand Storytelling
• Adaptability to Market Trends
• Analytical and Data-Driven Decision Making
• Written and Oral Communication
• Creativity and Innovation in Marketing Approaches
• Detail Orientation for Brand Consistency
• Influencing and Persuasion

Preferred Skills

• KRA & KPI
• Campaign Effectiveness: Increase return on investment.
• On time launch of campaigns
• Brand Visibility Improvement: Growth in brand awareness and reach.
• Budget Management: Adherence to allocated budgets for campaigns.
• Conversion Rate Optimization: Improvement in conversion rates from digital campaigns.
• E-Commerce: Minimum x% ROAS for ecomm channels.

Pay range and compensation package

CTC: 4LPA

Equal Opportunity Statement

Rollick is committed to diversity and inclusivity in the workplace.

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