Senior Manager - Marketing

Role Overview

Senior Manager - Marketing at Apparel Group. This role drives brand growth, market share expansion, and customer engagement through strategic marketing execution, team leadership, budget management, and cross-functional collaboration.

Role Purpose

Develop and execute strategic marketing initiatives that drive brand growth, increase market share, and enhance customer engagement while managing the team, budget, and cross-functional collaboration to achieve the brand's business goals.

Key Responsibilities

Brand Management

• Develop integrated communication strategy for enhancing brand equity and brand preference.
• Manage efficient media planning and execution for optimum utilization of resources.
• Manage and coordinate all marketing, advertising, and promotional staff and activities.
• Develop comprehensive yearlong marketing plan aligned with brand strategy to drive brand and business growth.
• Develop brand positioning strategy in line with brand objectives.
• Ensure brand building strategies and exercises are implemented across all stores and territories.
• Liaison with Media Groups to develop appropriate theme communication methodology aligned with brand objectives.
• Work with brand principal and internal stakeholders to educate about the market and brand, supporting objective achievement.
• Establish strategies and action plans to build and fix database; serve as custodian for implementation.

PR, Promotions & Events

• Recommend brand and store promotions in consultation with brand custodians.
• Ensure all communication materials for promotions are developed, designed, and distributed to territories within specified timeframes with required approvals.
• Recommend events specific to brand, product category, and season.
• Forecast increase in footfall and sales during promotions and develop ROI analysis with brand custodians.
• Plan with editors for PR and media coverage in consultation with Brand Head and Group Corporate Communication & PR.

Budgeting & Planning

• Prepare annual marketing budget for the brand in consultation with management team.
• Allocate resources to territories and brands with breakdown by season, campaign, and media.
• Prepare annual marketing calendar and product specification catalogs.
• Review budgets and make recommendations to management as necessary.
• Report on budget utilization periodically.
• Ensure budget is effectively and efficiently utilized.

Media Planning

• Plan and coordinate with Corporate Marketing on media buying.
• Review effectiveness of advertisement promotions and take corrective actions.
• Set agency deliverables with respect to brand communication strategy.
• Own all approvals on brand and marketing in coordination with brand and management.

Market Research

• Conduct periodic market research to study customer profile, preferences, and buying patterns in coordination with Corporate Marketing.
• Conduct market research to study effectiveness of media campaigns and assess money spent.
• Set goals and parameters for marketing research to ensure meaningful output for plan and strategy development.

Strategic Partnerships & Operations

• Negotiate with vendors, media groups, and printers.
• Create opportunities for cross-promotion with banks, airlines, and other retail brands.
• Develop co-branding initiatives.
• Manage loyalty programs and privilege clubs; recommend strategies to increase program perception.
• Recommend strategies to Club Apparel team to increase loyalty program membership.
• Provide support in sending mailers and brochures to privilege club members.
• Represent brands at media and marketing events as brand ambassador.
• Conduct territory and market visits to assess implementation of marketing and branding guidelines.
• Source competitive intelligence through market and territory visits.
• Keep abreast of best practices in marketing, global retail brands, competitive and strategic marketing initiatives, and trends.
• Maintain close connection to stores and territories to understand customers and market trends.
• Monitor competition in same sectors to enable market share knowledge.
• Coordinate with mall management to capitalize on their activities and utilize opportunities.
• Monitor seasonal launches, product heroes, and brand thematic displays.
• Provide innovative solutions and proposals for new POS materials for stores and brands.

Qualifications & Experience

• 10+ years of progressive experience in brand management.
• Minimum 5 years specifically in retail sector.
• Proven success in developing and implementing strategic brand initiatives.
• Demonstrated ability in enhancing customer engagement.
• Track record of achieving measurable business results.

Additional Information

• Interaction with various departments is heavily required across the role.