Senior Brand Strategist

3 days ago

Chennai, Tamil Nadu, India beBeeBrand Full time ₹ 75,00,000 - ₹ 1,00,00,000
Marketing Lead

The ideal candidate will lead the conduct of periodic market research to assess opportunity size, brand positioning, and identifying gaps and areas of opportunities. They will influence the development of the annual design calendar and product calendar in coordination with the design and merchandising team, basis the trends and opportunities identified.

The successful candidate will review the annual operating plan, budget, and marketing calendar developed for its alignment to the overall business plans and action points from brand tracks. They will present the AOP to the appropriate stakeholders and re-jig the plan, budget if needed, based on the recommendations.

This role involves participating in the development of the mid-to-long term strategy for the jewellery business aligned to the envisaged organization strategy. The incumbent will be responsible for brand management, custodian of brand, and decision-making related to brand positioning with respect to target customer groups basis the market research conducted.

The ideal candidate will also lead the marketing brief discussion with the agencies (creative, media, digital, PR, BTL etc.) encompassing brand, campaign targets, brand positioning, target consumers, and other requirements. They will evaluate the marketing plan, media, creative, PR, digital, BTL etc., developed by the various agencies as per the brief provided, and provide recommendations on the plan to ensure it is robust to meet the business requirements.

In this role, you will finalise the plans, media, creative, PR, digital, BTL etc., budgets post-negotiation with the vendor, allocate budget for the campaigns ensuring optimal utilization of the spend. You will monitor and review the performance of the marketing campaign initiatives periodically with regard to customer reach, engagement, brand awareness, etc., and undertake appropriate actions based on relevant metrics.

You will also evaluate critical branding collaterals, product shoots, advertisements, etc., for their effectiveness and ensure that the production and delivery of all collaterals within agreed timelines are undertaken. Additionally, you will undertake real-time planning of campaigns as per the business needs and execute the plan to ensure the requirements are met.

This role involves undertaking periodic improvements in the marketing process to bring operational excellence for brand engagement among target customers. Furthermore, you will develop the process and team for E-commerce aligned to the business strategy and establish cross-functional linkages. You will review and finalise the channel strategy and plan, detailing individual pillars of focus, promotions, timelines, etc., and ensure its alignment to the overall business plan.

You will cascade the targets to the team, monitor the performance of the channel sales, and manage discrepancies in the same. In this role, you will lead the development of channel-specific collections in liaison with the merchandising and design team. You will finalise various promotional schemes in liaison with the merchandising team and feedbacks from various sources to boost sales and increase customer walk-ins.

Finally, you will periodically monitor the E-commerce channel with regard to content, cataloguing, sales performance, etc., to ensure its alignment with the defined plan and strategy.

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