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Regional Brand Building Lead
4 weeks ago
The Position is of JB 11
Driving the CVP at Retail Touchpoints:1) Delivery of shop boards and shop painting for new counters appointed (SLA 1 Week).2) Refresh of Shop Boards, Shop Painting, Shop Hoardings and Shop Branding on adhoc basis, after 1 year rolling (SLA within 2 weeks of request received).3) Contextual POP branding in sync with brand messaging and business tasks - Scheme/Festival (optimum outlet coverage, based on CVP).4) Ensure strategic retail deployment of POP/ POS based on ROI (fair skew towards outlets of strategic importance w.r.t ROI)5) Maintaining all kind of data for respective region along with POP, POSM, Outdoor, and ISB etc.6) Creating qualitative Vendor pool and vendor management for proper & timely execution. 7) PO and billing process. 8) Regional Budget Management
Relative Recommendation:1) Maintain Brand Recommendation performance basis DIP 41 of Brand Track (stretched target)2) Roll out Brand Track Interpretation for the Regional Stakeholders.3) Coordinate with Regional Stakeholders to develop an action plan basis the Brand Track Findings.4) Lead the deployment (specific to BB Function) of the action plan for the Region.
Regional CVP Custodianship:1) Ensure 100% adherence to brand guidelines across all touchpoints in the Region ( irrespective of department) 2) Maintain the input parameter scores on "India's No 1" and "The Engineer's Choice" by consistently integrating the following messages across touchpoints (irrespective of the department within the Region) - 1) Home is built only once in life OR 2) Cement is an irreversible decision hence choose ONLY India's no1 cement
Consumer Engagement:1) Develop local marketing programmes & new channels of communication for mainline & augmented products.2) Strategies, plan and execute rural market development initiatives3) Drive & support interventions rolled out by HO Marketing/ Zone for low RR Markets.4) Gather insights to understand consumer behaviour, basis their house building journey at the grassroots level.
Trade & Influencer Engagement:1) Drive trade & influencer engagement programmes e.g. Abhinandan, Shilpkar Sangams, Gaurav Awards, Festive Events, Virtual Engagements etc.2) Trade Gifting & Scheme Giveaways.3) Effectively use OUA to drive result oriented engagements, scheme communication etc.4) Support Influencer Loyalty Programme by ensuring consistent brand messaging & delivering robust & wider engagement for the Region
Basic Processes (Hygiene):1) Appoint a creative agency, to establish and strengthen the Brand Communication function for Central Zone. 2) Preparation of Monthly & Quarterly Review Reports.3) Budget management, adherence to functional processes for purchase requirements.4) Gather Market Intelligence by regular tele/ virtual conversations with Consumers & Influencers + Publish the Reports5) Ensure Strict adherence to brand guidelines and approved designs.6) Business operations / PPTs / New Ideas or Innovation.7) Managing backend operations of BB department for the Zone8) Close coordination with Region for all kind of Brand Building and CLP activity9) Work with commercial for timely negotiation and closer10) Zonal Budget management
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