Job Description

:Job PurposeBuilding fashion aspiration & LIVA visibility with top brands co-marketingJob Purpose DescriptionGrasim Industries is a part of US$48.3 billion business of Aditya Birla Group and Birla Cellulose - Pulp and Fibre Business is reckoned as a marquee Group in terms of global market share.The Pulp and Fibre business is currently facing newer business dynamics with decreasing cotton prices, aggressive competition and changing consumer needs. Hence, there is a need to create sustainable competitive advantage for viscose and Birla Cellulose in India and thereafter globally. Therefore, the Branding & Communication team is required to create a strong consumer brand identity for LIVA and its sub-brands that will generate a pull for its products and enable growth of viscose consumption in the country and globally.The job entails driving awareness and building affinity towards LIVA and its sub-brands amongst top brand, mass and category labels through various Co-marketing initiatives and marketing activations.The work scope entails understanding the creative context of the partner brand/mass label to jointly develop a co-marketing strategy and deliver the value proposition for LIVA and its sub-brands. Jointly strategize, plan and execute the planned B&C initiatives along with the brand partners/mass labels in liaison with the agency partners for greater brand visibility and reach. Enable and supervise Marketing Activation for better awareness at customer touchpoints.Key Challenges1. Ensuring partner brands do not shift to competition, delivering effective LIVA proposition with a distinct campaign for each of the top partner brands with co-marketing offerings to deliver the same2. Keeping LIVA visibility optimal in partner creatives3. Engaging with 35+ mass/ category labels, deliver tie-ups with careful planning and creative executions to ensure LIVA equity at the top is not compromised4. Working innovatively and seamlessly with cross-functional teams and partner brand teams with high agility, responsiveness to deliver in a complex ecosystem5. Building awareness and aspiration for LIVA as a fabric brand fighting against commodity fabrics like cotton & polyester6. Continue to inspire & engage both consumers and trade partners season on season to keep the brand relevant & with meaningful and differentiated brand building communication & executions to deliver business objectivesKey Result Areas * Building fashion aspiration & LIVA visibility with top brands co-marketing

• Manage & deliver 12+ joint advertising campaigns in spring summer & 12+ campaigns in Autumn Winter with an annual budget of 14.5 cr. Total 20+ campaigns in a year.
• Requires planning co- marketing budget for each partner brand teams, engaging partner teams and internal B&R teams to understand product numbers & brand marketing plans each season, co- create the plan with LIVA visibility, execute & monitor the same actively.
• Deliver LIVA presence in Mass labels to contributetowards LIVA volume targets (category (BD) incremental TPD)

• Managing active co- marketing partnership with 35+ labels every year within the budget allocated
• Creative Support-Manage in designing catalogues, in lay cards, hangers, posters and other co-branded creatives for category brands from ground zero as these partners are not brand savvy but critical for our volume growth.
• Budget management xe2x80x93 MOUs, Accounting protocols & facilitating audit & reconciliation of 35 contracts annually
• Total 35+ campaigns each year covering key partners across 6 categories (Kurti, leggings, stoles, fabric, knits & uniforms)
• Shoot for creative for driving premium imagery for Liva
• Responsible for delivering tag volumes
• Creating hub aspiration to drive more LIVA adoption

• Managing category wise communication (creatives with LIVA/VAP pay off for all 6 categories) for Hubs
• Planning BTL activations for trade hubs, to further visibility & consideration for brands Liva & specialty fibres.
• Media planning to include close co-ordination with regional sales / BD teams) with
• Build LIVA awareness & imagery

• Communication development for Liva and its variants with creative agencies
• Manage accounting & closure protocols with manager and managerxe2x80x99s manager
• Ensure full support & logistics from partner brands towards all Liva activations (both ATL & BTL)
• Keeping the brand buzz alive with PR stories

• Managing Consumer PR: Build additional Liva visibility by Liva integration in industry stories, styling opportunities with Cat B celebrities in Liva designer garments and other PR needs
• Additional responsibility to deliver on Navyasa PR
• Agencies alignment

• Managing Agencies alignment: Supporting briefs, execution and ensuring timely delivery of tasks with creative, Media, PR, research and other agencies - Managing 5 + agencies
• Legal support

• Managing on Contracts: Ensure timely closure for contracts of celebrity, agencies (creative, PR, research and other agencies), co-marketing (Top brands & Labels)
• Budget & Accounting

• Managing Reports & budget reconciliation-

B&C SPOC for Budget * Managing for monthly provision sheet and LE report.Handling spent against budgets along with other accounting protocols.
Responsible for budget reconciliationCompetencies required : Business Acumen, Stakeholder management, Get Results, Adapt and Respond Proactively, enhancing customer service and experience

• Individual Contributor role
• Role requires regular interaction with multiple stakeholders inside and outside the organisation

Aditya Birla Group