Head Marketing

Job Title:
Head – Marketing & VM

Brand:
Vision Express

Role:
Head - Marketing is responsible for Strategizing & Implementation of the marketing plans for the Brand. Based on key consumer insights collaborate with creative, direct marketing agencies and the product team to ensure the brand remains relevant to consumers and that all initiatives support the brand promise.

Key Responsibilities:

• Develop Strategy
• Retail Marketing
• Brand Collaboration
• Marketing & Events Project Management
• Digital Marketing
• Visual Merchandising

Develop Strategy

• Building and implementing the strategy – brand architecture, identity definition and guidelines
• To develop and execute customer acquisition and retention strategy
• Develop and execute a fully integrated brand marketing communications plan supporting the overall brand strategy.
• Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs)

Retail Marketing

• Spearheading the retail marketing profile with an objective of increase in walk ins across all retail doors through local tie ups & partner deals, local influencer associations, events and digital marketing
• Working with business, merchandising, retail and marketing team to prepare and execute a quarterly marketing calendar per store
• Lead front end retail initiatives with an objective of driving walk ins – styling sessions, pop ups, previews etc
• Be a critical liaison between front end retail and back end business and marketing teams for store level product, customer and competition insights

Brand Collaborations

• Marketing & relationship manager for RBL brands and design partners
• Working on an annual marketing calendar in collaboration with the brands to use them strategically to drive walk ins and acquire new clients
• Preparing a quarterly/half yearly report of analyzing tie ups on these parameters and suggesting way forward
• Scouting for new brand collaborations and partnerships at local and national levels for new client acquisition and business growth

Marketing & Events Project Management

• Spearhead key marketing initiatives, events and in close liaison with the digital & content, business, VM and retail teams. Create launch and promotion strategy for collections, products & marketing events using a suitable marketing mix of offline and online marketing tools.
• Drive Marketing Strategy and calendar
• Event Management
• Manage the marketing event calendar on a monthly, quarterly and annual basis, segregated by retail stores & business verticals
• Develop the event matrix using a mix of experiential & thought leadership events along with retail & tactical events to drive both brand positioning and customer metrics
• Develop communication briefs, targeted customer mix and relevant marketing elements for events in line with business & event objectives
• Liason with the digital & content team on all offline events to develop targeted digital marketing strategies
• Drive targeted customer footfalls and new customer acquisition for all marketing projects

Digital Marketing

• Ideate & execute shoots of various nature such as Campaign shoot as required for a campaign
• Managing digital media budgets, earned media, targeting and tracking ROI
• Identify potential alliances and develop relationships with influencers who have the potential to grow the brand's circle of influence and network

Visual Merchandising

• To create the VM blueprint for the brand
• Overall VM planning & management.
• Season-aligned VM implementation.
• Planogramming and store communication.

Desired Skills and Abilities:

• Demonstrate strong business understanding with flair for fashion retailing.
• Self-starter, exceptional communicator and good at interpersonal skills
• Experience in setting up and optimizing Google Adwords campaigns. Experience in optimizing landing pages and user funnels
• Solid knowledge of website analytics tools like Google Analytics to optimize campaigns, landing pages, and user funnels
• You have demonstrated ability to use data to develop and measure marketing programs
• An entrepreneurial mindset, including a high tolerance for ambiguity, a penchant for experimentation, and a bias toward action
• You're a problem solver by nature; you're comfortable finding implementable solutions and moving quickly in a fast-paced process

Education & Experience Required:

• A Bachelors or post-graduate degree from a premier B School or fashion school or arts in marketing or related field
• Min. 10 years of experience with a minimum of 5 years of experience in Retail/consumer industry with exposure to digital marketing and knowledge of paid and organic tactics on Facebook, Twitter, Instagram, YouTube, etc.