Head - Marketing

Role Overview

Head - Marketing at Apparel Group. This role leads all marketing strategy, brand management, and promotional activities across the organization's retail and territorial operations.

Role Purpose

The Head - Marketing is responsible for developing and executing integrated marketing strategies that enhance brand equity, optimize resource utilization, and drive profitable growth across all brands and territories. The role coordinates marketing, advertising, and promotional activities while ensuring consistent brand implementation and market competitiveness.

Key Responsibilities

Brand Management

• Develop integrated communication strategies to enhance brand equity and brand preference.
• Establish product positioning and brand management strategies aligned with brand communication objectives.
• Implement brand building strategies and exercises across all stores and territories.
• Educate brand principals and internal stakeholders about market dynamics and brand objectives to support brand development.
• Build and maintain customer databases and serve as custodian for implementation of database strategies.
• Ensure consistency in brand image across all marketing materials and channels.
• Liaison with media groups to develop communication methodology aligned with brand objectives.

Promotions & Events

• Recommend brand and store promotions in consultation with brand custodians.
• Develop and design all communication materials required for promotions and ensure delivery within specified timeframes with required approvals.
• Recommend events specific to brand, product category, and season.
• Forecast increase in footfall and sales during promotions and calculate return on investment (ROI) alongside brand custodians.

In-Store and Outdoor Media Planning

• Ensure outdoor media facilities are positioned at prime locations to attract customers, including billboards and hoardings.
• Meet time frame and seasonality peak requirements for media placement.
• Negotiate preferential rates based on group's economy of scale and tactical negotiations.
• Update outdoor media communication regularly with new images and captions.
• Coordinate with territories and brand principals on media advertising as necessary.
• Provide innovative solutions and proposals for new point-of-sale (POS) materials for stores and brands.

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 type.
• Prepare annual marketing calendar and product specification catalogs.
• Review budgets and make recommendations to management as necessary.
• Report periodically on budget utilization.
• Ensure budget is effectively and efficiently utilized.

Media Groups Management

• Plan and coordinate with Corporate Marketing on media buying.
• Track advertising maintained with media groups and agencies.
• Review effectiveness of advertisement promos and take corrective actions.
• Set agency deliverables with respect to the brand's communication strategy.
• Approve all brand and marketing materials in coordination with brand and management.
• Utilize internal manpower to achieve quality output.

Market Research

• Conduct periodic market research to study customer profiles, preferences, and buying patterns in coordination with Corporate Marketing.
• Study effectiveness of media campaigns and return on media spend.
• Set goals and parameters for marketing research to ensure meaningful output that informs strategy development.

Stakeholder & Partnership Management

• Negotiate with vendors, media groups, and printers.
• Create opportunities for cross-promotion with banks, airlines, and other retail brands.
• Develop co-branding opportunities.
• Plan with editors for public relations and media coverage in consultation with Brand Head and Group Corporate Communication & PR.
• Coordinate with mall management to capitalize on their activities and utilize opportunities.
• Represent brands at media and marketing events as brand ambassador.
• Manage loyalty programs and privilege clubs and recommend strategies to increase program perception.
• Recommend strategies to Club Apparel team to increase membership in loyalty programs.
• Provide support in sending mailers and brochures to privilege club members.

Competitive Intelligence & Market Awareness

• Conduct territory and market visits to assess implementation of marketing and branding guidelines and source competitive intelligence.
• Keep abreast of best practices in marketing, global retail brands, and competitive and strategic marketing initiatives.
• Monitor market trends and maintain knowledge of competitive activity in relevant sectors.
• Stay informed of seasonal launches, product heroes, and brand thematic displays.

Additional Information

• Full details are available on the employer's original posting.