Zonal Marketing Head

KEY RESPONSIBILITIES

New store launch

• Understand the media, current local events in the vicinity or in the city
• Provide formal brief to the event agency with clear deliverables
• Mall recci, select space for branding and coordinate with HO and its implementation
• Demographic and psychographic understanding of new markets dynamic at mall/store level/city level
• Competition strength and profile of customer in that vicinity
• Create a concept to create PR and press Interest
• BTL activation for three weeks till the time the store doesn’t achieve or is in par with the budgeted sales
• Monitor the implementation of marketing activities in new stores vis a vis planned output
• Work closely with RM and AM for new store launches

Season launches

• Adapting the theme and the communication of the season launch to the regional communication
• Creating BTL ideas to communicate the theme
• Quality execution of POS, mall branding, outdoor to create the fashion imagery of the brand
• Change of in-store visuals before the season launch date (the POG launch date)

Consumer Offer

• Create a regional consumer offer calendar based on the KPIs
• Proactively plan consumer offer to address business issues
• Report Cost Benefit analysis and Weekly analysis to HO

CRM

• Create a customized crm plan based on the CRM matrix per store from the HO
• Tie up with brands for youth and family to increase FCC Black enrollments and contribution

Planning and execution of regional marketing calendar

• Monitor Store performance and analyze the activities initiated in Monday meeting to improvise or change the same
• Deploy best practices and successful marketing initiative across various stores
• Competition tracking and analyzing their initiative in the region every quarter
• Create black book for all creative and learning for reference
• Implement brand campaigns to keep up the imagery of brand
• Analyze store performances and plan a calendar to target relevant KPIs
• Ensure quarterly marketing calendar is prepared along with the team and implemented at the region
• Execution and monitoring of regional marketing calendar
• Work with marketing and store team as identified by store manager for a specific promo
• Share the process note with store manager

Marketing budget, reporting and vendor management

• Complete control of budget allocated for marketing activities
• Reduce the cost through effective planning and execution
• Create vendor empanelment process (guidelines from HO
• Ensure qualitative execution by working with approved and qualified vendor
• Attend all the regional reviews and share the monthly travel calendar with operations and marketing team in the region and HO

People management

· Build, coach, develop and motivate the team to meet and exceed performance expectations

• Manage and motivate the team to ensure high engagement levels
• Lead them through example and timely feedback to HO on their training and performance