Head Marketing & Visual Merchandising

Job Title :

Head – Marketing & VM

Brand : Vision Express

Role :

Head - Marketing is responsible for Strategizing & Implementation of the marketing plans for the Brand. Based on key consumer insights collaborate with creative, direct marketing agencies and the product team to ensure the brand remains relevant to consumers and that all initiatives support the brand promise.

Key Responsibilities :

Develop Strategy

Retail Marketing

Brand Collaboration

Marketing & Events Project Management

Digital Marketing

Visual Merchandising

Develop Strategy

Building and implementing the strategy – brand architecture, identity definition and guidelines

To develop and execute customer acquisition and retention strategy

Develop and execute a fully integrated brand marketing communications plan supporting the overall brand strategy.

Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs)

Retail Marketing

Spearheading the retail marketing profile with an objective of increase in walk ins across all retail doors through local tie ups & partner deals, local influencer associations, events and digital marketing

Working with business, merchandising, retail and marketing team to prepare and execute a quarterly marketing calendar per store

Lead front end retail initiatives with an objective of driving walk ins – styling sessions, pop ups, previews etc

Be a critical liaison between front end retail and back end business and marketing teams for store level product, customer and competition insights

Brand Collaborations

Marketing & relationship manager for RBL brands and design partners

Working on an annual marketing calendar in collaboration with the brands to use them strategically to drive walk ins and acquire new clients

Preparing a quarterly / half yearly report of analyzing tie ups on these parameters and suggesting way forward

Scouting for new brand collaborations and partnerships at local and national levels for new client acquisition and business growth

Marketing & Events Project Management

Spearhead key marketing initiatives, events and in close liaison with the digital & content, business, VM and retail teams. Create launch and promotion strategy for collections, products & marketing events using a suitable marketing mix of offline and online marketing tools.

Drive Marketing Strategy and calendar

Event Management

Manage the marketing event calendar on a monthly, quarterly and annual basis, segregated by retail stores & business verticals

Develop the event matrix using a mix of experiential & thought leadership events along with retail & tactical events to drive both brand positioning and customer metrics

Develop communication briefs, targeted customer mix and relevant marketing elements for events in line with business & event objectives

Liason with the digital & content team on all offline events to develop targeted digital marketing strategies

Drive targeted customer footfalls and new customer acquisition for all marketing projects

Digital Marketing

Ideate & execute shoots of various nature such as Campaign shoot as required for a campaign

Managing digital media budgets, earned media, targeting and tracking ROI

Identify potential alliances and develop relationships with influencers who have the potential to grow the brand’s circle of influence and network

Visual Merchandising

To create the VM blueprint for the brand

Overall VM planning & management.

Season-aligned VM implementation.

Planogramming and store communication.

Desired Skills and Abilities :

Demonstrate strong business understanding with flair for fashion retailing.

Self-starter, exceptional communicator and good at interpersonal skills

Experience in setting up and optimizing Google Adwords campaigns. Experience in optimizing landing pages and user funnels

Solid knowledge of website analytics tools like Google Analytics to optimize campaigns, landing pages, and user funnels

You have demonstrated ability to use data to develop and measure marketing programs

An entrepreneurial mindset, including a high tolerance for ambiguity, a penchant for experimentation, and a bias toward action

You're a problem solver by nature; you're comfortable finding implementable solutions and moving quickly in a fast-paced process

Education & Experience Required :

A Bachelors or post-graduate degree from a premier B School or fashion school or arts in marketing or related field

Min. 10 years of experience with a minimum of 5 years of experience in Retail / consumer industry with exposure to digital marketing and knowledge of paid and organic tactics on Facebook, Twitter, Instagram, YouTube, etc.