Consumer Marketing Manager-Leading Retail MNC,Mumbai

5 days ago

Mumbai, Maharashtra, India Vsquare Consultants Full time ₹ 12,00,000 - ₹ 36,00,000 per year

Role & responsibilities

Consumer Coverage

  • Responsible for brand image with consumers across all channels and platforms
  • Derives and adapts the Global / Regional marketing strategy to maximize local relevancy:
  • Define the target consumer profile(s), adapting Global / Regional guidelines to local opportunities
  • Develops a thorough omni-channel understanding of local consumer behaviors and preferences
  • Responsible for the brands marketing budget.
  • Responsible for translating consumer insights into brand campaigns, by conceptualizing, briefing

    agencies and executing video and image production.
  • Translate local consumer insights into marketing and selling opportunities
  • Collects and understands best practices from region, commercial and digital team
  • Defines marketing strategy based on analysis of competitive landscape and trends in markets,

    customers, products, prices, and channels to identify opportunities for growth and profit

    enhancement.
  • Grow Brand awareness and consideration to help drive brand love and sales
  • Highlights key areas where the Brand needs strategic and/or operational support from Affiliate or

    Regional stakeholders
  • Stays on top of the local market in terms of consumer, channel and competitive trends, threats,

    and opportunities through an understanding of the consumer personas.
  • Works smoothly with Affiliate and Regional stakeholders to flawlessly executive the Brands

    programs
  • Defines the CRM strategy in partnership with the CRM team

2. Social and Digital Marketing

  • Builds, owns, and drives the delivery of the 360 consumer marketing plan across all media channels.

  • Defines and owns the Consumer Calendar (launches, online key shopping moments, retailers activities etc for all channels, working closely with Product Marketing, Trade, Online, Commercial teams.

  • Consolidates inputs from Paid, Owned and Earned Media, validates the A&P mix for the upcoming year, works with the DCM team on the full year media budget allocator.

  • Leads and orchestrates Paid, Owned and Earned activities, giving clear guidelines and objectives and ensuring smooth flow of information.
  • Defines and drives the virtual selling activities, in collaboration with other stakeholders (online, owned media, Commercial team, live chatters etc.
  • Compiles campaign performance results from agency and online and using available tools, shares learnings with all.
  • Tracks metrics and Key Performance Indicators (KPIs), to set targets and monitors campaign performance

3. CRM

  • Defines local Brands priorities in terms of CRM campaign, communicates them to Regional Brand Consumer Engagement Director
  • Builds annual and quarterly campaign calendar
  • Ensures that local consumer segmentation and databases remain up to date and relevant for each

    campaign
  • Develop relevant and engaging Brand offers behind the right channel/product mix
  • Evaluates campaigns against target KPIs and shares learnings with Brand team, Sales and

    Marketing Manager and Regional Consumer Engagement Director for future references

4. Agency Managements

  • Defines the role agencies should play in our go-to-market strategy
  • Manages all agency relationships, including day-to-day production, as well as campaign budgets

    and schedules and overall expected results.

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