Area Incharge

Linen Club is the leading linen brand in India. It is currently retailed through around 240 Exclusive Linen Cub outlets as well as through multi-brand outlets.

This role holder is responsible for retail marketing of Linen Club Exclusive outlets to drive foot traffic of new customers as well as repeat customers through retail activations, localized store mapping initiatives, and a loyalty program, aiming to deliver targeted sales growth.

Linen Club has been expanding its retail network and currently runs around 240 Exclusive outlets.

The key challenges in the business are-

1. Most of the stores are Franchisee owned operated. Therefore, ensuring a seamless consumer experience requires well defined KPIs and very close working with franchisees
2. Linen is still a niche category. So, getting new customers into the store is the biggest task and challenge for the role holder

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Accountability

Supporting Actions

Retail Marketing Manager

Retail Business delivery

• Net sales targets & LTL growth (Val/ Vol)

Loyalty Program

• Management of the Loyalty program to ensure all KPIs are met and improved
• Loyalty Program Management- Handling the CRM agency Capillary
• Formulation and execution of Campaigns- Storewide Offer and Tactical campaigns
• Integration of multimedia like whatsapp, RCS & SMSl for better reach to loyalty base
• Usage of AI in loyalty to increase customer reach and ensuring higher repeat customer walk-ins
• Data analytics, reporting and action basis analysis

EBO Marketing support

• Planning and execution of store wise execution of Seasonal Campaigns (Summer Offers, Linen Utsav, Pujo, Diwali, Onam, Pongal) - as per budget and withing timelines.
• Hyperlocal targeted activations BTL Support to the EBOs.
• In-Store Radio (Music selection, promos & monitoring)
• Store locator management in Linen Club website.
• Vendor management Vendor registration, PO and bill submissions.
• Managing the Linen Club gift card program

New Store Opening Activations

• Planning & executing new store launches
• Budgeting, Media planning & buying, BTL activities and execution.
• Launch Activation, Event and PR for COCO/COFO stores

Analytics

• Monthly RSM dashboard and discussion
• Monthly review with stakeholders
• Key Franchisee quarterly discussions