Lead Marcom

Purpose of the Job:

To plan actions and roll out initiatives for creating market visibility, brand pull and drive higher retail effectiveness through multiple platforms.

Deliverables (Maximum 5-6 key responsibilities):

1. Create visibility to drive TOMA and preference for the brand
2. Track effectiveness of customer engagement (TOMA, Preference, Youth etc) and retail effectiveness programmes
3. Generate leads from landline and broadband customers through BTL . Minimize acquisition cost per lead through lucid and attractive communication
4. Design and execute innovative communication plans to induce interest in various product categories
5. Create and deploy POS and allied items at most cost effective rates
6. Ensuring high visibility in retail to facilitate walk-ins and prioritising & planning campaigns to manage within budgetary constraints
7. Managing Brand Saliency in all forms of communication and working in tandem with the product and sales team to provide cross-functional support
8. Localizing brand campaigns to establish stronger native brand connect for Airtel as the chosen brand. Tailoring brand’s message to meet the cultural nuances, expectations & have subtle links identifying itself as a Brand for people

Major Challenges :

The incumbent needs to appreciate the challenges of reaching out to mass customers through multiple communication platforms. Engaging with third party vendors for speed to market becomes that much more critical in today’s hyper competitive scenario. The key to enhancing brand pull and experience is to develop innovative and newer communication strategies in partnership with key stakeholders.

Demonstrate (Key competencies):

• Conceptual thinking
• Good communication skills
• Team player with strong interpersonal skills
• Proactive
• Time management
• Planning & execution capabilities
• Ability to multi task

Educational Level

• Must have:
• MBA (Marketing)

Working Experience:

• At least 5-6 years of work experience in marcom in Telecom/FMCG/White Goods / Advertising Agency