Senior Vice President - Brand & Digital Marketing

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

Conceptualize & Design a comprehensive customer research framework in sync with the business objectives, covering the following : Brand health measurement, Customer satisfaction tracking, New product development, Communication effectiveness etc.

Implement the framework through 3rd part research agencies & other related channels

Public Relations

Develop and execute strategies to Manage, Build and Protect Organizational Reputation though impactful Public Relations initiatives

Create and develop a PR approach leveraging multiple platforms / channels to reach out to relevant stakeholders

Work closely with the PR Agency and internal business units to develop messaging about the brand

Measures of Success

Performance on brand health parameters

Performance against set media objectives

Effectiveness of advertising / communication projects

Growth in reach and engagement on Social Media platforms

Quality of strategic inputs and operational plans

Cost efficiency across projects

Process adherence as per MOU

Technical Skills / Experience / Certifications

Good understanding of Media platforms and vehicles

Experience of managing 360 marketing campaigns

Experience in managing Digital Media Campaigns / Social Media campaigns / Content creation

Knowledge and experience of managing large scale / multi city marketing activations

Deep understanding of brand management and creative development process

Ability to plan and manage at both strategic and operational level

Competencies critical to the role

Strategic Orientation

Stakeholder Management

Analytical ability

Customer Orientation

Detail Orientation

High impact communication

Qualification

MBA - Marketing