Brand Manager

3 weeks ago

Chennai, India Royal Enfield Full time
Job Requirements

Position title

Brand Manager

 

Reports to

Brand Lead

 

Job grade

Deputy Manager

 

Location

Chennai

 

Job Purpose

The role of Brand Manager will work towards strategizing, ideation, conceptualization, development and execution of new and existing brand initiatives across markets, geographies and regions across the globe. The ideal incumbent will have a strong understanding of brand building, 360 media initiatives, collaborations and conceptualization of new & alternate initiatives to enable the brand to scale new heights.

Brand Manager will be responsible for end to end brand management for respective brand - creating sustainable engagement with Royal Enfield (RE) consumer, focussing on regional penetration and demand creation, brand plan formulation, brand positioning and increasing aspiration levels with respect to the brand, launch planning, readiness and execution for respective brands in all geographies, building brand awareness and driving business funnel.

The position will report to the Brand Lead and work closely with the Global Brand (Digital, Creative Strategy, PR), Product Strategy team, Business Heads and marketing leads across geographies to accomplish the role's purpose.


 Key Responsibilities

  • Create and execute an annual brand plan for Royal Enfield to build brand awareness & aspiration through the brand’s positioning in priority markets.
  • Strategize, plan and lead the execution of brand portfolio strategy; develop relevant campaigns to improve brand health, awareness, enquiries and retail sales
  • Partner with external execution partners for onground roll out of finalized initiatives - Evaluation & finalization of communication strategy, collaborate with vendors / partners for development of impactful communication for creating impactful communication campaigns
  • Ensure cost effectiveness by leading negotiations, managing logistics, overseeing production, ensuring legal approvals and ensuring due research at various stages (Pre & Post) for generating effective consumer market insights
  • Direct & Monitor the marketing initiatives for an impactful execution - Briefing & reviewing media plans, Providing release material to media, lead the GTM strategy and roll out plans, work with PR team to drive brand initiatives, analyzing impact on brand, retails & enquiries and providing update, reports on campaigns and escalate issues when necessary
  • Enhance Consumer engagement to strengthen brand health - Conceptualization & Development of the consumer engagement plans, liaising with activation team for agency & cost finalization, aligning key stakeholders – senior , legal ,media & sales teams; rolling out & monitoring of the campaign in the field
  • Liaison with CFTs for brand  life cycle management - Contribute towards Brand extension strategy, lead on finalization of brand names, Legal Approval for brand extensions and names, Internal Alignment
  • Communication & advertising Initiatives: Leverage opportunities such as festivals, Sports, results, Service and other avenues - Brief preparation along with relevant stakeholders / agreement on schedule, Vetting briefs, Review output from agencies, ensure internal approvals, release etc.
  • Contribute towards ensuring positive P&L metrics for the brand, ensure retail volume and market share as per agreed SBP
  • Identifying or development of brand activations & partnerships, Partake in regional marketing conversation to oversee brand initiatives
  • Liaison with content & digital team to develop and disseminate communication for various initiative


Work Experience

Education

Bachelor's Degree (Full Time) - Specialization in Marketing, Advertising, Communications or related streams

Masters in Business Administration (MBA) / Post Graduation in Management (PG) - Branding, Marketing, Advertising, Communications or related streams

 

Experience

  • 8+ years of Global experience in building brands which create aspiration
  • Possessing clear brand sensibility and creative abilities
  • Passion for motorcycling and experience of working with Lifestyle/youth brands would be an advantage


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