Build intimate understanding of local markets (culture, communities, category, competition, consumer, touch points etc.) and
Build intimate understanding of our Brands (Target Consumers, Brand Idea, Brand Positioning, Portfolio Approach etc.)
Support (Cluster Heads) in building of Brand Building / Activation plans for the zone in the context of local market understanding and business priorities (e.g. launches, local festivals etc.)
Understand and recommend relevant ideas from central pool of Brand Building ideas. Fine tune them basis local understanding
Identify, develop, pilot and implement local ideas e.g. leveraging local communication mediums, new sales channels, local activation opportunities etc.
Develop the monthly / quarterly / annual Brand building plans for the Zone to deliver Zone volume targets
Ensure engagement and alignment with Cluster Heads and Zonal Leadership
Ensure budget management
Ensure effective implementation of agreed Brand Building and Activation plans
Co-ordinate with central Marketing to ensure communication materials are available OTIF
Ensure alignment with Brand guidelines and Business priorities
Ensure high quality implementation on-ground
Set KPIs and ensure deliverables as per KPIs for each activity. Build learnings for further improvement
Build a robust Lead Management System
Set robust monitoring systems. Continuously build learnings
Monitor effectiveness of spends and recommend forward plans
Ensure impactful retail presence as per guidelines:
Brand Idea Displays
Customer engagement e.g. sales training
Dealer / sales engagement and motivation programs
Ensure effective implementation of rural marketing plans by managing the rural marketing agencies
Ensure effective implementation of central marketing programs e.g. MMFSL, FES, Corporate Sales etc.
Build a effective CRM module for the zone build customer database, enhance customer relationships and drive referrals
Develop local partnerships for local activation / PR / communication
Build relationships with local suppliers. Drive cost leadership across communication materials and activities.
Continuous engagement and feedback with Central Marketing Teams. Help shape Central Marketing Plans. Share learnings and new ideas. Leverage best practices. Ensure continuous Brand and Business Immersion.