Agency 2017 - Brand Manager - IIM/FMS/MDI (2-3 yrs)

- Job Title: Brand Manager Across Projects - Location: Gurugram/Meerut/Mumbai - Role Charter: Marketing and Project Management About Agency 2017: - Agency 2017 was formed on the backbone of strategic and marketing excellence and value creation for predominantly real estate and other sectoral players. The Founder is an MBA from the Indian School of Business, with ~8 years in advertising, pre-MBA (Creative) at some of Indias top advertising agencies and ~7 years of brand leadership at the Lodha Group, Indias No. 1 real estate player. - Agency 2017 offers a fertile consultative turnaround offerings for emerging developers. This encompasses data-backed, strategy-rich, insight-driven Strategy and Marketing solutions for clients based in Gurugram, Mumbai and ancillary locations. - The vision is to be a credible Strategy and Marketing organisation with multi-modal operations. Towards this, market, consumer and product understanding will be critical and associated could expect rewarding, challenging and meaningful careers in a fast-paced organisation, with a steep learning curve. Objective/Department: i) Study clients products, TG, the micro-market, price trends & relevant data AND understand & recommend requirements. ii) Create Communications & Go-To-Market Strategies and AOP (Annual Operating Plans) for clients. iii) Participate in the conceptualization and monitor execution of comprehensive communication (ATL, BTL, Digital) and activation plan. iv) Manage timely delivery of ALL necessary Brand & Marketing assets. - Role: Marketing/Brand Management - Guide: Shouvik Sarkar Key Responsibilities: - Interacting and collaborating with Sales + Channel + Loyalty and Brand teams to create and thereafter execute Annual Operating Plans + Activation Calendars, review metrics, budgets. - Formulation of Annual Operating Plans (with Lead, Walk-in, Booking targets), Media plans, ATL/Advertising, Digital and Loyalty calendars and briefs AND thereafter manage output and deployment. - Create brand stories, strategies, content and supervise the output with a clear focus on driving profitability alongside sales velocity. Participate in fortnightly, monthly and quarterly reviews with ALL teams & Clients to assess need gaps and way forward. - Drive innovations, strategic interventions and media muscle towards maximising leads, walk-ins, bookings. - Manage digital performance plans with audits on CPL, CPVD, CPB. (Cost per lead/Visit - Done/Booking) Activities: - Understanding client business, product USPs, TG/demographics, visit project locations and study competition. - Customer understanding through surveys + market research + flowback in strategy and communication. - Inventory selection + packaging + dates + vertical sound off + end to end media planning ACROSS Projects. DRIVE targets in sync with Sales, Loyalty/Referral verticals. - Understanding pricing across micro-market and devising calls around activations. - Developing a cogent calendar for sustenance AND activation sales. - Write business proposals to help close new business, attending client presentations and documenting client scope, thus making sure that the sales process has progressed effectively. - Provide Sales, Channel, Media, Design/Architecture teams well-documented input, support thereby impacting decisions on Product, Pricing and Promotion. - Ensure Marketing and business strategies are clearly defined, approved by clients. - Responsible for staying informed on activities that are being performed on their accounts and being the final sign off on ALL important documentation/deliverables before they go to a client. This includes: budget, project plan, strategy. - Prepare month-end overviews of clients current activities plus plans for future development of accounts. - Performance Dimensions: KRAs/KPIs - Value Creation (create business value and follow through the results): - Conceptualization and execution of communication CALENDARS to enable Brand, Sales and verticals to drive business. - KPIs: Innovation + Frequency + Scale + Output (No. of leads generated + Impact of these exercises pegged through brand surveys) - Breadth and depth. Deepen existing client relationships and contribute towards expanding the breadth of Agency 2017 portfolio. - KPIs: Development and execution of a high-intensity ATL and BTL campaigns around client brands + Evangelise Agency 2017 as a brand Measures: i) Quality of work ii) Adherence to timelines iii) Impact on client business iv) Innovation and Inputs Additional: - Quality of ideas towards business expansion + bringing innovative and new thoughts to the table, across client bases. - Operational Excellence (End-to-end execution per required result areas): - High degree of finesse in end-to-end campaign execution. Engage and deliver creative, media plan adherence with creative, digital and media agencies (and publications). - KPIs: Quality of output + Cost Management (Adherence to overall budgets) Timeliness: - Measures: Creation to deployment (Start to Stop Management) - Project Management ownership. Richness of Conceptualisation to finesse in deployment. - Measures: Feedback from stakeholders (see above) - Stakeholder Management (Manage and influence stakeholders to drive results): - Collaborate with Sales/Marketing/Media/Sales Strategy to conceptualize and formulate the way forward for the brand. - KPIs: Current understanding of issues across functions - Generating synergies across functions. Position Summary: To assist and effectively support brand management daily operations of the brands products to ensure continuing contribution to business volume, share, profit and return on assets objectives. Key Accountabilities: i) Consumer & customer understanding to identify business opportunities and recommend plans to achieve it. ii) Understanding business volumes, blending TG requirements to derive Brand building/Marketing Plans Concept, Packaging, Product, Communication. iii) On time delivery of assigned marketing projects with alignment from all internal stakeholders and agency partners. iv) Regular Competition Tracking for communication, trade, pricing related elements to influence brands ongoing marketing decisions. v) Lead business analysis and project financials to support and execute marketing business plans. vi) Manage multi-functional project teams to ensure excellence in execution (project plan development, execution, tracking and summarizing results/learning). Experience, Skills & Knowledge: - Degree in Business Management in Marketing from Tier 1 institute with 2-3 years experience preferably with exposure to marketing roles. - The position requires appreciation and understanding of Marketing, business management and the cross-functional synergies between these disciplines. - Strategic and analytical skills: A broad-based strategic thinker with exceptional intellect who is skilled in analyzing/diagnosing brand and portfolio issues and injecting the consumer-first thinking into the process. - Consumer-rooted Innovation & Thinking: Anticipate, pre-empt, empathise and create. The candidate should have demonstrated skills in innovative strategies and communications and having driven short-term and long-term innovation. - Cross-functional navigation acumen: Leading and evolving the marketing capability over time will require consultative and visible leadership. Partnering and working effectively across functional and within the organizational matrix is imperative. Best-Fit Behavioral Traits: - Practical problem-solver: Strategic thinker + DOER. - Business sense and judgment: Able to view problems through the lens of practicality. - Learning Agility: Quickly learn and internalize new ways of working to facilitate a team to deliver their best. Capable of quickly learning new products and technologies. - Mature: Authentic, highly collaborative and able to motivate across levels. - Ambitious, but with a down-to-earth attitude. - Supreme determination: a can-do attitude, dive deep and deliver.