Consumer Marketing Manager-Leading Retail MNC,Mumbai

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.