Chief Marketing Officer

Industry / Sector / Domain

Retail

Location

Kochi

Experience Range

18-20 years

Company Profile

A leading player in the luxury retail domain

Job Profile

  • Branding and Marketing direction for the Business
    • Plan for market share enhancement through targeted marketing programs for each product line/ each region as per the Business Plan
    • Plan and drive marketing budgets (promotions, adverts, marketing communications, website, social media presence, BTL ATL programs and PR)
    • Focus on creating new brands / different formats/ new geo expansion as per our strategic plan
  • Client Brand awareness and perception
    • Be the Brand Custodian who ensures a sync between the Client’s Brand and Client’s Values and philosophy
    • Drive Brand expansion initiatives and enhancing brand relevance
    • Create Brand positioning and go-to- market strategy for new LOBs
    • Manage marketing initiatives and brand messaging for new market entry aligning brand aspects to the target consumer profiles of the new market
    • Manage Brand consistency across marketing channels
    • Build sub-brands and related categories
  • Customer acquisition
    • Manage targeted customer acquisition leveraging their 95 year old heritage
    • Manage and champion the Client’s Customer Experience across their regions working with Operations, VM and Store Planning
    • Design engagement touchpoints and customised programs for target groups- Loyalty programs, Premium services
    • Drive NPS scores for their Brand
    • Drive Experience marketing through Client’s Experience Zones in each store for differentiated offerings
  • Revenue Generation
    • Manage the brand P&L and ensure revenue generation through the marketing programs
    • Drive marketing plan (ATL/BTL) for product lines (Digital/ Social /Broadcast/ Print Media)
    • Facilitate omnichannel sales building brand engagement on the Client’s Website, E-commerce platforms and Social Media
    • Deliver targeted measures – design GTMs, communication programs and season/occasion led interventions; media planning and BTL execution by region and by format to drive sales
    • Build a Consumer Insights framework to track market trends and altering customer preferences- Mystery shopping, competitor mapping, customer profiling etc
    • Drive product preferences for regions/new product lines with insights from the Consumer Insights Framework
    • Realign ATL BTL programs, digital marketing campaigns and Visual Merchandising based on market and consumer Insights and Program ROI
    • Propose offers and promotions/ pricing recommendations based on market insights

Candidate Profile

  • 18-20 years work experience driving marketing for the retail industry in a large and geographically well-distributed organization in brand expansion, rebranding, customer experience with 6-10 years in omnichannel marketing
  • Candidates with an MBA qualification preferred
  • Should be competent in
    • Strategic planning
    • Consumer Insights management
    • Brand management
    • Omni channel marketing

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