Job Description

Job Family Descriptor

Develop and implement internet marketing strategies to optimize online user experience increase marketing effectiveness and improve customer satisfaction Commissions online marketing programs such as search optimization affliated marketing social marketing and viral marketing to create buzz drive traffic and generate sales Gathers and translates ideas into profitable promotional marketing campaigns Administers and executes online promotions Conducts analysis for program effectiveness and uses the findings for market site enhancements and to leverage optimization of all programs Works with corporate marketing team to maximize existing marketing initiatives and develop new ones Work closely with Corporate strategy marketing and various other teams to provide strategic communications guidance and execution in key areas such as public relations value articulation organisation strategy communication brand positioning for internal and external stakeholdersProduct marketing is a strategic marketing function that bridges the gap between Product management and marketing communications the primarily role of a Product marketing manager is to define and size target markets and arrive at value propositions for products assigned Other critical responsibilities include positioning and sales enablement Liase with the Product mgmt team to create differentiated products and work with the sales team to drive value differentiaion in the market to build competitive positioning of the organisation

Broad outline of the Role

Purpose - Broad objective of the role

Lead the business and market intelligence portfolio Develop and execute a framework for Marketing Operations for the Marketing Center of Excellence anchor shared Marketing processes like AOP Management Agency Management and Sales Enablement

Operating Network - Key External

Research Organisations Marketing Vendors Consulting Companies Database Agencies Customers

Operating Network - Key Internal

Sales teams Product Management teams Finance FP A Accounts payables and commercial teams Product Marketing team Regional Mktg teams Business Operations Sales Governance Service Delivery

Size and Scope of Role - Financial

Impact USD 2 5 M incremental pipeline ACV build support 50 1M GES NG MES bids Program Budget 1 1 Mn USD management of entire MCOE SG A Approx 33M

Size and Scope of Role - No. of direct reports

4 on rolls plus 2 off rolls plus 15 on payroll of research arrangements

Size and Scope of Role - Total team size

21

Size and Scope of Role - Other size parameters

Engagement with 25 CTOs and influence at least 4 campaigns in designing phase

Minimum qualification & experience

MBA from Tier 1 or 2 institute with 10 to 12 years of experience and with telecom industry background

Other knowledge/skills

Knowledge of basic financials Strong analytical skills and ability to communicate with people across cultures

Key Responsibilities

1 Annual Planning for MCOE Assist the CMO in creating an annual planning framework for Marketing Access collate and provide the key information required by each Marketing vertical to create their AOPs Business plans competitive industry information Insights from TCL Marketing Process the feedback from the verticals and drive closure of Marketing plan prioritization activity planning Create the financial templates collate and reconcile the data across verticals with the overall AOP objective Facilitate interlock conversation and finalization of plans Create a baseline ROI to target and drive agreement on assumptions for calculation Lead deployment install mechanisms for periodic tracking of budget spends Performance Metrics Submission of the AOP Plan Budget Adherence 2 Analytics and Return on Marketing Investment Collate the AOP measures across the Marketing verticals Draft processes for collation of information Drive concurrence on Dashboards and related data processes among the Market Leadership Lead the implementation automation of processes for registering and tracking AOP measures Drive reporting of ROI Performance Metrics ROI Actual vs Plan Timeliness of Reporting 3 Optimization of Marketing Processes Drive the creation updation of guidelines for various marketing processes to realize operational and manpower efficiency Facilitate interlocks across marketing and sales teams drive the integration of the marketing tools e g Campaign Tool Marketo Social Media tools and processes with SFDC to ensure data integrity Lead information and process governance roles for Marketing Review and approve the sales enablement plan especially around new products and campaigns Devise protocol for creation of Collateral Case Studies etc approve collateral proposed by team Performance Metrics Data Quality in Marketing Audits TBEM Rating 4 Agency Management Periodically review existing Agency Contracts to assess performance and identify opportunities for cost savings Create a tactical plan to optimize savings via measures like renegotiating and consolidation of contracts selective insourcing etc Create opportunity for joint marketing initiatives with suppliers to generate incremental marketing budgets Performance Metrics Agency Performance YoY Savings in existing contracts Marketing Spends per Sales 5 Insights Framework Drive market insights roll out and adoption Operationally responsible for the program and drive business outcomes via contextual insights across customers competitors and services across all customer segments Build and drive data driven decision making frameworks customer segmentation GTM targeting cross sell up sell Performance Metrics YoY Growth in Strategic Accounts Share of wallet 6 Customer Insights Gather intelligence inputs from internal external regarding designated existing prospective customers and design and publish Customer Insights for internal stakeholders on a monthly basis Use this to aid strategic inputs to sales marketing teams Enable through insights effective senior customer engagement and account based marketing initiatives Performance Metrics Timeliness of reports incremental conversation opportunities created 7 Competitor Intelligence Closely track competitor activity in the market and gather intelligence inputs through various sources viz research organisations consultants database agencies and other sources to create Competitor Insights reports on a regular basis Performance Metrics Number of competitors covered of 1M deals won out of the ones supported 8 Customer Segmentation Framework support Support global uniform Segmentation Framework identify the criteria for differentiation and profiling Execute the framework through the relevant teams like Geo Marketing teams Business Operations teams

Technical Competencies

Knowledge / Skills

Job Segment: Marketing MBA, PR, Product Marketing, Marketing Manager, Payroll, Marketing, Finance