Shoppers Stop - Senior Marketing Manager

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, or 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 achieves 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, and outdoor to create the fashion imagery of the brand. - Change of in-store visuals before the season 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. - 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.