Deputy General Manager - Marketing (Brand)

Mumbai, Maharashtra
Permanent
Full-time

1 month ago
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Purpose of the RoleAct as the BRAND custodian, managing both Product development and Communications through the lifecycle of the Product. Identifying customer requirements through syndicated researches and developing the Design & Product brief. Configuring the right mix of - Features, USPs, Variants, Pricing - to launch the right product at the right time!Devising the Go-to-market strategy and aligning various sales/network functions to prep for the launch. Evolving the Communication Campaign for the Brand with the advertising agency partners and planning/conceptualizing the Product Launch event for maximum awareness. Developing creatives (TVC, Newspaper ads, Digital Comms) for Pre-launch, Launch and Sustenance phase of the marketing campaign. Deploying effective Media strategy for maximum reach and efficient budget utilisation.Job Responsibility1. PRODUCT DEVELOPMENT STRATEGY:Being the Voice of Customer for product development inputs to the Product team (as Marketing SPOC) and workout the right content for maintaining the edge of the product in the market. Also, provide volume mix & forecast for business case development.
USP identification
Variant features strategy
Pricing strategy
Volume Forecast2. PRODUCT LAUNCH & GTM STRATEGY:Creating maximum market buzz through Product Launch event - Event conceptualization and execution working closely with Event management & PR agencies
LEVERAGING PR and build a positive buzz around the product, prior to launch, with exclusive Drive event with Media & Auto journalists
Devising the Go-to-market strategy and aligning various sales/network functions to prep for the launch – including manpower training & Field communication3. DEVELOPING THE MARKETING CAMPAIGN:Developing the Launch marketing campaign with Advertising agency to create necessary ad creatives - Newspaper Ad, OOH, TV Commercial and Digital films to communicate and amplify the brand awareness.
Devise strategy to arrive at the appropriate Media mix (Print/TV/BTL/Digital/Events) for advertising new product launch campaign within the allocated budget.
Workout the Digital Marketing strategy for the Brand, enhance social media presence, manage the ORM (online report mentions). Utilizing Digital media promotions to target & re-target the audience – Increased frequency & recall.
Provide adequate Sales Support by developing effective Marketing collaterals – Brochure, Media Review leaflets, Competition Comparison Leaflets, POS material etc.4. BRAND MANAGEMENT:Manage Product lifecycle through product interventions at appropriate intervals and maintain the market excitement.
Closely tracking the brand health (Spontaneous recall, Consideration and Intention to Purchase) and taking necessary marketing measures to ensure the brand measures upto the set parameters.
Tracking & managing the Brand assets (Website, Social handles & ORM) to keep the positive brand conversations going5. MARKETING SUPPORT TO ASSIST SALES:Constantly monitor the product’s sales/enquiry performance in the market (regionwise) and take appropriate action by providing marketing support to drive the salesStakeholder Profiles & Nature of InteractionsInternal:Regional retail marketing/ sales team
Tactical campaigns to assist sales, build synergies b/w National & Regional campaigns/ FME executionMarketing services
Mapping of new launch communication, test & implement brand equity learning'sSales
Build communication keeping Sales as an important pillar.Product line heads
Plan product InterventionsExternal:Agency Partners
Developing communication strategy/ marketing campaign & also execution of the sameMedia Partners
Building relationships in order to get preferred access to media/event opportunitiesCustomers
Customer inputsDesired Candidate Profile

Education- B.E (Automotive / Mechanical) + MBA (preferred)
Relevant Experience : 8 to 12 Years
Marketing and sales
Product Management
Branding & Communication
Project management

Skills & Competencies

Strong product & market knowledge (must be aware of the latest developments in the automobile industry)
Excellent Communication and People management skills
Should have a strong creative bent of mind & must possess excellent presentation skills
Good team-player with strong analytical skills and ability to work in tight timelines
Be organised, methodical and proactive for efficient decision-making
Able to motivate and inspire the team
Project Management skills
Budget management skills – strong tracking & effective utilization

Tata Motors