Purpose of the role in the organization:
To manage and maintain the brand in all aspects:
Positioning and relevance in an ongoing fashion
Messaging and communication consistency
Image across key stakeholders in the eco-system: customers, partners, principals
Internal understanding and ability to speak to brand values
Strategies for brand building across all channels
Maintain and manage the corporate brand internally and externally
Content and knowledge management as relevant to brand and go to market communication.
Key Responsibilities and Outcomes:
1. Positioning goal: Continually validate, test & evolve the positioning of the brand to ensure ongoing relevance in the context of competition, evolution of business and technology, and needs of customers. Uniquely positioned brands will command premium pricing, enjoy rapid growth and also command higher valuation.
2. Knowledge goal: Ensure that the knowledge and IP of the company is maintained in a fashion that lends itself to maximizing impact across sales, public relations, customers, and the principal/partner eco system. This should reflect in higher leads coming in and higher closure rates as well.
3. Communication goal: Ensure communication strategies are devised to broadcast the communication across the eco-system to maximize value for the organization. Including internally. An outcome should be highly consistent messaging across the spectrum again leading to higher lead generation and revenue.
4. Managing goal: Manage the various stakeholders and processes needed to ensure the above happens:
a. Processes: Knowledge management , branding and positioning, PR , customer communication, partner and principal communication, BU communication strategies, corporate communication, event management, marketing budgets, internal evangelization process,
b. Stakeholders: Internal team, larger organization, various agencies advertising, PR, event management, et al.
Background and key capabilities:
An MBA from a tier one institution with a specialization in Marketing with a minimum of ten years of experience in marketing roles. Should possess top notch written and spoken communication skills. Should be able to interact with internal teams across the spectrum, as well as with customers and the press. Should have interpersonal skills to carry people along and to explain and convince. Some public speaking flair would be an asset.
The candidate should have had hands on experience in a majority of the following :
Managing a brand and working with a tier one agency in this process
Managing PR for an organization again working with a tier one agency
Designing and deploying a multi channel integrated marketing communication program. Exposure to digital media marketing is critical
Creating and managing a marketing program for internal customers
Managing a marketing budget.
Exposure to product management /channel management(nice to have)
Facing and defining company value to customers