Job Description

:Job PurposeKey Result AreasSupporting ActionsImpact the Brand Financials

• Monitor the marketing budget and expenditure
• Monitor % Sales from new marketing campaigns to understand the impact of initiatives.

Build & execute Communication & Marketing plans

• Develop and execute comprehensive marketing strategies tailored to the unique market characteristics of the territory while aligning with the global brand vision.
• Conduct in-depth market research and analysis to identify local consumer preferences, trends, and competitive landscape, informing strategic decisions.
• Collaborate with the PRL Brand Head to define clear marketing objectives, KPIs, and a roadmap for achieving sales growth and brand visibility goals.
• Craft innovative and data-driven marketing plans that encompass offline and online channels, ensuring a cohesive and compelling brand message.
• Continuously assess and adapt marketing strategies based on performance metrics, customer feedback, and emerging market trends, optimizing effectiveness.
• Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand\xe2\x80\x99s Point of View

Elevate PR strategy

• Craft PR worthy activations and exclusive brand stories integrated to marketing campaigns. Develop and execute strategic PR campaigns and events, securing media coverage and increasing brand visibility in the territory.
• Increase agency effectiveness by identifying opportunities for participating in industry stories, calendarize speaking ops for Brand Head, initiate seasonal presentations to key media houses. Coordinate press releases, product launches, and store openings, ensuring a consistent and positive brand narrative.
• Cultivate and maintain strong relationships with local media outlets, influencers, and key industry stakeholders, serving as the primary point of contact for media inquiries and partnerships.
• Identify and leverage opportunities for earned media through compelling storytelling and strategic pitching to relevant media contacts.
• Measure and report on the effectiveness of PR efforts, tracking media placements, impressions, and sentiment, and using insights to refine future PR strategies.

Brand Promotion

• Lead the development and execution of brand-building initiatives that elevate Polo Ralph Lauren\'s presence in the territory and foster brand preference among consumers.
• Foster strategic partnerships and collaborations with local influencers, media outlets, and relevant organizations to amplify the brand\'s reach and credibility.
• Ensure brand consistency and adherence to brand guidelines across all marketing materials and campaigns, maintaining the brand\'s luxury image.
• Oversee the creation of captivating and culturally relevant content that resonates with the target audience, effectively communicating the brand\'s heritage and values.
• Monitor customer sentiment and feedback, leveraging insights to fine-tune brand messaging and engagement strategies for increased resonance.

Customer engagement

• Improve employee engagement for GTMs. Improvise on merchandise styling at stores, ready for Instagram. Work with VM to style instore and window displays for GTMs.
• Initiate localized marketing that can help drive walk-in/business.

Digital Marketing

• Develop and implement a robust digital marketing strategy encompassing social media marketing, email campaigns, and online advertising to engage with customers and enhance the online shopping experience.
• Cultivate a strong online brand presence by curating engaging content, managing social media platforms, and nurturing a loyal online community.
• Optimize the e-commerce experience by collaborating with the online retail team to enhance website content, user experience, and online merchandising.
• Stay updated on digital marketing trends and technologies, identifying opportunities for innovation and staying ahead of competitors.
• Analyze digital marketing performance metrics, including website traffic, social media engagement, conversion rates, and customer feedback, to refine strategies and drive online sales.

Efficiency in marketing processes

• Agency Management
• Timely release of PO before commencing of activity and submission of invoices on completion
• Finalize selection of agency partners for execution of Marketing Plans

Visual Merchandising Support

• Collaborate closely with the Visual Merchandising team to ensure that marketing materials, including in-store displays, window displays, and signage, align seamlessly with the brand\'s image and messaging.
• Provide expert input and recommendations on the strategic placement and presentation of marketing collateral, optimizing visual impact.
• Coordinate marketing initiatives with store layouts and product placement to enhance the customer shopping experience and drive sales.
• Ensure the timely installation and removal of promotional materials, maintaining visual merchandising excellence and brand consistency.
• Continuously evaluate the effectiveness of visual merchandising strategies, making data-driven adjustments to enhance their impact on sales and customer engagement.

Monitor competitive brand marketing activities

• Track market research data
• Consumer Insights Management efficiency (Eg: quality of Consumer Panel Forum findings report/ Consumer research & analysis Reports)
• Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan
• Conduct thorough market research to gain a deep understanding of the local retail landscape, consumer preferences, and behavior within the territory.
• Monitor and analyze the activities of competitors, including their marketing strategies, product offerings, pricing strategies, and customer engagement approaches, to identify opportunities and threats.
• Stay up-to-date on emerging consumer trends and shifts in fashion preferences, ensuring that marketing strategies remain relevant and resonate with the local target audience.
• Segment and profile the local customer base, providing valuable insights into demographics, psychographics, and purchase behavior to inform targeted marketing campaigns.

Performance Analytics

• Define and track key performance indicators (KPIs) for all marketing initiatives, including but not limited to brand awareness, customer engagement, sales conversion rates, and return on investment (ROI).
• Analyze marketing campaign data and performance metrics, including website traffic, social media engagement, email click-through rates, and customer feedback, to derive actionable insights and recommendations.
• Calculate and assess the ROI of marketing campaigns and activities, identifying areas for optimization and improvement to ensure cost-effectiveness and maximum impact.
• Plan and conduct A/B tests and experiments to evaluate the effectiveness of various marketing strategies and tactics, using data to inform decisions and refine approaches.
• Generate regular performance reports and presentations for senior management, providing clear and data-driven insights into the success of marketing initiatives and their alignment with overall business goals.

Aditya Birla Group