Reporting To AVP - Brand & Acquisition Marketing
Overall purpose of the Job:
Category Brand Management & Customer Acquisition Marketing
The incumbent will be responsible marketing of 1-2 insurance categories (our categories are Protection, Child, Retirement, Health, Savings & Investments) and will develop the Growth & Marketing strategy, planning and execution of brand agenda for the same.
He/She will report into the AVP Marketing to develop the marketing strategy for the category/ies, products and campaigns and will work in close co-ordination with stakeholders across marketing and business like Products, Channels, Research, Digital and PR teams to deliver the brand and business objectives.
Key Task & Activities:
Category Strategy, Campaign Development & Planning:
Define and Develop the business and marketing objectives and annual strategy for the category and design annual marketing calendar for the same
Overall ATL Campaign Planning (Planning, Budgeting, Calendar Finalization and Innovations) and product marketing to deliver the category objectives and monitoring/reporting the same
Monitoring and reporting market, competition and consumer behavior with view to incorporate the same into communication planning and development
Maintain / Enhance Brand Awareness and Equity score for the category and hence overall brand
Enhance brand differentiators 'Sar Utha Ke Jiyo' through category initiatives
Provide Campaign development support to teams (Product, Channel/ Experiential Marketing, Campaign and DBM teams etc).
Ensure alignment of creative agency to consumer/category need & brand essence
Development and testing of creative, communication concepts and routes
Ensuring alignment and relevance of all creative / communication to customer needs
Campaign Implementation - Co-ordination with Creative, Media & Online Agencies
Ensuring creative / communication deliver on brand objectives
Adherence to Campaign and Media deadlines
Campaign Execution - Monitoring & Supervision - Quality & Accuracy
Innovations on new media.
Agency Relationship / Vendor / Internal Dept. Management:
Coordination with key business partners to deliver category marketing objectives
Adherence to operational processes
Adherence to accounting (billing & payment) processes
Overall Agency & Vendor Management & Performance
Audit & Compliance:
Knowledge of all processes for Brand, Accounting, Risk, Audit and IRDA compliance
Follow all laid down processes and compliance norms (Internal & External)
Spends and Provisions Tracking & Reporting
Education : MBA from premier B-School.
Should have handled brand management & product marketing, preferably in financial services. Exposure to large media campaigns (both from creative and media aspect).
Clarity in thought and a good grasp of brand related concepts, strong execution skills, ownership and drive to push cross- functional initiatives, good communication & interpersonal skills, ability to appreciate creative with a keen eye for detail.