VP, Brand Communications and Digital Channels

Role Purpose

Responsible for heading the Brand Strategy, Communication Programs and overall brand performance, lead SBI Card's presence on digital and social media platforms and manage the digital communication channels.

Role Accountability

Brand & Digital Marketing

• Develop and manage brand strategy aligned with Organizational Vision and objectives
• Define brand standards and usage guidelines and ensure consistent integration across campaigns
• Conceptualize strategic initiatives and plan advertising campaigns thereof
• Track market and consumer insights for improving brand marketing initiatives
• Work across functions to create effective customer communication campaigns
• Define media strategy, annual media calendar and conduct media planning, buying and implementation for the organization
• Plan and implement retail visibility through one of the largest Retail Kiosks program in the category
• Manage events, sponsorships and other activation programs for the organization
• Create and execute the strategic road map for growth of Digital channels to enable customers to access SBI Card products & services
• Enhance penetration of all Digital channels on the overall portfolio (increase Digital adoption penetration)
• Evaluate opportunities to improve / enhance customer experience and self-servicing capabilities on Digital channels- Define and design the user journeys for new products and enhancements with unified customer experience for SBI Card Digital channels. Plan pipeline for Digital and Social Media campaigns to ensure optimum presence and visibility for the Brand across the year
• Manage Social Media presence for the organization across relevant platforms. Lead contextual and sustenance campaigns, work towards various content buckets for improving engagement across platforms
• Lead Content Digital Marketing Strategy for organization by leveraging on-page and off-page content strategy and video creation. Manage the content calendar for content creation – video, text across 3rd party publishers, SBI Card owned assets (website, social channels etc.)
• Lead Digital Communication channels (E-mail / SMS) for the organization. Manage the channel cost, drive innovation in channel usage through various techniques.
• Manage budgeting, invoicing and payment process for marketing

Market Research

Public Relations

Measures of Success

Technical Skills / Experience / Certifications

Competencies critical to the role

Qualification

MBA - Marketing