Senior Manager - Performance Marketing - EV

Mumbai, Maharashtra
Permanent
Full-time

1 month ago
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Purpose of the RoleWith Hyperlocal Marketing, TML will bridge the gap between the Brand and Customers at local level by working hand-in-hand with Dealers to provide a high quality end-to-end customer experience on Digital. This will drive customer acquisition, and increase life-time value for customers, while ensuring faster turn-around times for customers. This project is very critical and if done well, can contribute to 20% of overall digital enquiries
We lose the opportunity to engage with customers where they are reaching out to us in the moment of need. These are the hottest leads in the market, and are looking for our cars.Job Responsibility1. Hyperlocal Strategy Development & Roll Out

Review the current Hyperlocal program and challenges
Create benchmark of best use-cases and OEM’s who have successfully implemented Hyperlocal including PV
Design and execute the approach for TPEM, working with Internal Functions (Marketing, Sales, Network), and External stakeholders (Channel partners) as well as Technology providers (Google, etc.)

2. Ensuring TPEM Store Front on Digital

Ensure all EV Dealers are accurately displayed on Digital channels
Develop & Maintain Dealer websites
High quality images & description of Dealers to encourage customers to visit

3. Demand Generation

Devise marketing campaigns to capture and create demand for TPEM products
Drive higher enquiries to dealerships by activating targeted geo localised campaigns
Ensure monitored numbers are in place and accurate mapping to dealers.

4. Dealer Social media & Customer Engagement

Dealer level creative processes to ensure high quality content is disseminated Content creation working in coordination with Dealer teams and Local agencies Social media pages management with active engagement with dealer pages and local level groups / communities
Analytics and Insights management arising from social media data

5. Governance, Processes & Reporting

Set-up proper governance mechanism Ensure Processes for effective lead management at Dealer level Reports & Analysis generation
Agency management

Agency ManagementStakeholder Profiles & Nature of InteractionsInternal

Head of Marketing - Align with the overall objectives and priorities of Marketing
Head of Digital Marketing - Delivery of projects and work according to plan/roadmap
Brand Managers - Ensure digital assets are in place to communicate about all Products and drive daily business via digital
Sales & Marketing - Work with all S&M functions to develop the digital ecosystem to support business operations
IT - Collaborate to ensure all digital platforms meet the standards and requirements of IT
Product Line - Collaborate on projects linked to impact in upstream – digital interface, customization
Sales & Sales & Ops - Lead management, creation & management of online sales platform
Corporate Communications - Ensure all content is compliant and coherent at Group level

ExternalAgencies - Work with several agencies to stitch together the digital ecosystem of TMLDesired Candidate Profile

Education: MBA / PGDM Full Time
Experience:4 years of work experience in Digital Marketing, with a good understanding of sectors with high-intent long purchase cycles and how to deliver best in class customer experience across digital touch points

Working knowledge of hyperlocal marketing and engaging with sales teams to enable higher conversions from there.Skills & CompetenciesHyperlocal Paid Marketing
Performance Marketing
Analytics
Project Management

Tata Motors