Aditya Birla Group

Location: Bangalore

Years of Experience: 6-8years

Education: MBA

Skills: Brand Marketing, Digital Marketing,

Key Result Areas

Impact the Brand Financials

• Monitor the marketing budget and expenditure
• Monitor % Sales from new developments/innovations in current category or a new category
• War on Costs

Understand, Define & Continuously track evolving consumer needs

• Define & track the targeted customer in terms of demographic & psychographic profile
• Understand triggers influencing buying, buying process and shopping behavior

Develop Relationships with agency partners to build & execute Communication & Marketing plans

• Finalize selection of agency partners for execution of Marketing Plans
• Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria
• Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand’s Point of View
• Ensure efficient Media Planning & Buying

Define Brand Positioning & build a system to monitor brand performance

• Based on the Target Group profile, work with the creative team to define the brand personality
• Define & maintain relevance of the value dimension of the brand- both tangible & intangibles
• Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning

Customer engagement

• Plan the marketing Campaign Effectiveness
• Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)

Build an Efficient Marketing Budget & Execute on agreed Brand Objectives

• Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM
• Build Marketing Plans and Budget for executing on agreed objectives
• Innovate in marketing execution to build marketing cost efficiencies

Efficiency in marketing processes

• Agency Management
• Media plan effectiveness wrt reach and frequency
• Annual Brand Plan Process efficiency

Monitor competitive brand marketing activities

• Track market research data
• Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan