Zonal Marketing Manager - West /South

JOB DESCRIPTION – Zonal Marketing Lead

Role: Zonal Marketing Manager West + South

Department: Marketing

Grade: Sr Mgr./DGM

Location: Mumbai

Education: MBA /Equivalent from reputed institute

Experience: 12-15 years

Salary: upto 28lac p.a

SUMMARY

Leading and initiating marketing initiatives for the region in line with brand attributes to deliver marketing KPIs that facilitates retail to reach their targets.

KEY RESPONSIBILITIES

New store launch

• Understand the media, current local events in the vicinity or in the city.
• Provide formal brief to the event agency with clear deliverables.
• Mall recci, select space for branding and coordinate with HO and its implementation.
• Demographic and psychographic understanding of new markets dynamic at mall/store level/city level.
• Competition strength and profile of customer in that vicinity.
• Create a concept to create PR and press Interest.
• BTL activation for three weeks till the time the store doesn’t achieve or is in par with the budgeted sales.
• Monitor the implementation of marketing activities in new stores vis a vis planned output.
• Work closely with RM and AM for new store launches

Season launches

• Adapting the theme and the communication of the season launch to the regional communication.
• Creating BTL ideas to communicate the theme.
• Quality execution of POS, mall branding, outdoor to create the fashion imagery of the brand.
• Change of in-store visuals before the season launch date (the POG launch date).

Consumer Offer

• Create a regional consumer offer calendar based on the KPIs.
• Proactively plan consumer offer to address business issues.
• Report Cost Benefit analysis and Weekly analysis to HO.

CRM

• Create a customized crm plan based on the CRM matrix per store from the HO.
• Tie up with brands for youth and family to increase FCC Black enrollments and contribution.

Planning and execution of regional marketing calendar

• Monitor Store performance and analyze the activities initiated in Monday meeting to improvise or change the same.
• Deploy best practices and successful marketing initiative across various stores.
• Competition tracking and analyzing their initiative in the region every quarter.
• Create black book for all creative and learning for reference.
• Implement brand campaigns to keep up the imagery of brand.
• Analyze store performances and plan a calendar to target relevant KPIs.
• Ensure quarterly marketing calendar is prepared along with the team and implemented at the region.
• Execution and monitoring of regional marketing calendar.
• Work with marketing and store team as identified by store manager for a specific promo.
• Share the process note with store manager.

Marketing budget, reporting and vendor management

• Complete control of budget allocated for marketing activities.
• Reduce the cost through effective planning and execution.
• Create vendor empanelment process (guidelines from HO).
• Ensure qualitative execution by working with approved and qualified vendor.
• Attend all the regional reviews and share the monthly travel calendar with operations and marketing team in the region and HO.

People management

• Build, coach, develop and motivate the team to meet and exceed performance expectations.
• Manage and motivate the team to ensure high engagement levels.
• Lead them through example and timely feedback to HO on their training and performance.

KEY RESULT AREAS (KRAs)

Financial

• LFL growth
• Budget management and cost control.

Customer

• Loyalty program
• In-store brand experience
• Category promotion

Process

• Seasonal marketing campaign
• New store launch
• SLA and SOP adherence

People

• Retention
• Team engagement
• Team development
• Build capability of the team.

COMPETENCIES

Domain Competencies

• Competition information
• Retail domain
• Marketing knowledge
• Brand management and activation

Functional & Behavioral Competencies

Functional

• Problem Solving Ability
• Planning & Organizing
• External Awareness
• Project Execution Skills

Behavioral

• Collaborative Team Player
• Negotiation Skills
• Conflict Resolution Ability

Leadership Competencies

Business

• Balancing Task Focus & Relationship Focus
• Managing Diversity
• Enhancing Performance
• Emotional Intelligence

People

• Sensitivity to Process-Grievances
• Empowerment
• Delegation Skills
• Planning & Goal Setting
• Transparency in Communication
• Being a Role Model
• Motivating Ability
• Building Synergy

RELATIONSHIP:

External

• Event and advertising agencies, vendors

Internal

• All functions