Head- Brand communication

Our client is one of the leading manufacturers of home appliances including (refrigerators, washing machines, air conditioners, home security systems and safes, furniture, products for institutions office furniture, audio-visual products, access control systems.

Designation - Head - Brand communication 

Key responsibilities -

1. Improve Brand Equity amongst all stakeholders across all categories through effective communication at all touch points
2. Influence brand conversion at the shop floor through effective shop floor communication
3. Ensuring process refinement and adherence as well as innovation spirit in marketing communication

Responsible for establishing the company's products as an aspirational brand in the consumer durables space across categories and touch points and will lead a team of approx 7-8 managers, handling roles across Category Marketing, Digital Marketing, PR and CRM/DRM. 

The role will involve conceptualizing and executing Brand & Marketing Communications strategy through both Online and Offline interventions.

Improving Brand Equity amongst all stakeholders
Ensuring timely consumer research & stakeholder perception researches – ploughing insights and learnings into NPD process/ communication development / product or service or processes refinement
Identifying consumer segments for targeting & working out the right positioning
Developing a comprehensive marketing communication plan using sharp consumer insight. Working out a holistic approach for traditional media / Digital/ BTL/ PR and all other possible touchpoints.
Media planning and buying in line with communications plan; ensuring ROI on media investments
Driving communication impact and efficiency through innovation; Enhancing brand experience and consumer engagement through innovative brand activation programs
Using continuous CRM, DRM, PR and Digital Presence for surround visibility as well as stakeholder engagement
Ensuring consistency in brand experience across touch points, including, but not limited to, all organisational events targeting different stakeholders
Budgeting and allocating spends across product categories
Contributing to NPD for all consumer facing touchpoints like product literature design, necessary customisation support etc.
Liaising with legal on IP, marketing contracts, communication disclaimers etc to protect brand interest.

He/ she will work towards establishing company's products as an aspirational brand in the consumer durables space across categories and touch points and will lead a team of approx 7-8 managers, handling roles across Category Marketing, Digital Marketing, PR and CRM/DRM. 

The role will involve conceptualizing and executing Brand & Marketing Communications strategy through both Online and Offline interventions.

1. Improving Brand Equity amongst all stakeholders
a) Ensuring timely consumer research & stakeholder perception researches – ploughing insights and learnings into NPD process/ communication development / product or service or processes refinement
b) Identifying consumer segments for targeting & working out the right positioning 
c) Developing a comprehensive marketing communication plan using sharp consumer insight. Working out a holistic approach for traditional media / Digital/ BTL/ PR and all other possible touchpoints.
d) Media planning and buying in line with communications plan; ensuring ROI on media investments
e) Driving communication impact and efficiency through innovation; Enhancing brand experience and consumer engagement through innovative brand activation programs
f) Using continuous CRM, DRM, PR and Digital Presence for surround visibility as well as stakeholder engagement
g) Ensuring consistency in brand experience across touch points, including, but not limited to, all organisational events targeting different stakeholders 
h) Budgeting and allocating spends across product categories
i) Contributing to NPD for all consumer facing touchpoints like product literature design, necessary customisation support etc.
j) Liaising with legal on IP, marketing contracts, communication disclaimers etc to protect brand interest

2. Influence brand conversion at the shop floor
through effective shop floor communication – developing point of sale merchandise and selling aids; ensuring team participation in training module development with training team; ensuring close coordination with conversion team

Ensuring processes refinement and compliance
a) Monitor processes from the lens of Business Excellence and audit models and ensure robustness through continuous surveillance, adherence and timely refinement

3. Driving innovation 
a) Constantly looking out for innovation opportunities across categories and media to ensure greater ROI and impact. 
b) Driving a culture of innovation in marketing and communication

The job will demand working closely with multiple teams:-
- the larger trade marketing and sales team to ensure effective deployment of marketing plans
- cross functional teams across projects to ensure consumer centricity across all organisational initiatives and offerings and to extract relevant information for communication development and PR
- multiple agencies – creative, social, media, event, PR etc for effective communication development and roll out

Experience- 13-15 years 
Qualification - MBA (Marketing) is a must

Location- Mumbai