Brand & Digital Marketing Senior Vice President

Senior Vice President - Brand & Digital Marketing

About Us

SBI Card is a leading pure-play credit card issuer in India, offering a wide range of credit cards to cater to diverse customer needs. We are constantly innovating to meet the evolving financial needs of our customers, empowering them with digital currency for seamless payment experience and indulge in rewarding benefits. At SBI Card, the motto 'Make Life Simple' inspires every initiative, ensuring that customer convenience is at the forefront of all that we do. We are committed to building an environment where people can thrive and create a better future for everyone.

SBI Card is proud to be an equal opportunity & inclusive employer and welcome employees without any discrimination on the grounds of race, colour, gender, religion, creed, disability, sexual orientation, gender identity, marital status, caste etc. SBI Card is committed to fostering an inclusive and diverse workplace where all employees are treated equally with dignity and respect which makes it a promising place to work.

Join us to shape the future of digital payment in India and unlock your full potential.

What's in it for YOU

1. SBI Card truly lives by the work-life balance philosophy. We offer a robust wellness and wellbeing program to support mental and physical health of our employees
2. Admirable work deserves to be rewarded. We have a well curated bouquet of rewards and recognition program for the employees
3. Dynamic, Inclusive and Diverse team culture
4. Gender Neutral Policy
5. Inclusive Health Benefits for all - Medical Insurance, Personal Accidental, Group Term Life Insurance and Annual Health Checkup, Dental and OPD benefits
6. Commitment to the overall development of an employee through comprehensive learning & development framework

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 Marketing

1. Develop and manage brand strategy aligned with Organizational Vision and objectives
2. Define brand standards and usage guidelines and ensure consistent integration across campaigns
3. Conceptualize strategic initiatives and plan advertising campaigns thereof
4. Track market and consumer insights for improving brand marketing initiatives
5. Work across functions to create effective customer communication campaigns
6. Define media strategy, annual media calendar and conduct media planning, buying and implementation for the organization
7. Plan and implement retail visibility through one of the largest Retail Kiosks program in the category
8. Manage events, sponsorships and other activation programs for the organization
9. Create and execute the strategic road map for growth of Digital channels to enable customers to access SBI Card products & services
10. Enhance penetration of all Digital channels on the overall portfolio (increase Digital adoption penetration)
11. 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 year
12. Manage Social Media presence for the organization across relevant platforms. Lead contextual and sustenance campaigns, work towards various content buckets for improving engagement across platforms
13. Lead 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.)
14. Lead Digital Communication channels (E-mail / SMS) for the organization. Manage the channel cost, drive innovation in channel usage through various techniques.
15. Manage budgeting, invoicing and payment process for marketing

Market Research

1. 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.
2. Implement the framework through 3rd part research agencies & other related channels

Public Relations

1. Develop and execute strategies to Manage, Build and Protect Organizational Reputation though impactful Public Relations initiatives
2. Create and develop a PR approach leveraging multiple platforms/channels to reach out to relevant stakeholders
3. Work closely with the PR Agency and internal business units to develop messaging about the brand

Measures of Success

1. Performance on brand health parameters
2. Performance against set media objectives
3. Effectiveness of advertising/ communication projects
4. Growth in reach and engagement on Social Media platforms
5. Quality of strategic inputs and operational plans
6. Cost efficiency across projects
7. Process adherence as per MOU

Technical Skills / Experience / Certifications

1. Good understanding of Media platforms and vehicles
2. Experience of managing 360 marketing campaigns
3. Experience in managing Digital Media Campaigns / Social Media campaigns / Content creation
4. Knowledge and experience of managing large scale/ multi city marketing activations
5. Deep understanding of brand management and creative development process
6. Ability to plan and manage at both strategic and operational level

Competencies critical to the role

1. Strategic Orientation
2. Stakeholder Management
3. Analytical ability
4. Customer Orientation
5. Detail Orientation
6. High impact communication

Qualification

MBA - Marketing

Preferred Industry

BFSI