Head - Marketing

Role overview

This role is focused on leading marketing for the assigned brand, with responsibility for strengthening brand equity, improving brand preference, and driving profitable growth. It involves planning and coordinating communication, promotions, media, budgeting, research, and cross-functional execution across stores and territories.

The position also requires close collaboration with brand leadership, internal teams, media partners, agencies, vendors, and store/territory teams to ensure that marketing plans are executed consistently and effectively across all locations.

Brand management

• Build and roll out an integrated communication approach that improves brand equity and preference.
• Plan media usage efficiently so resources are used in the best possible way.
• Oversee marketing, advertising, and promotional teams and their activities.
• Shape product positioning and brand direction using strong brand communication practices.
• Develop business plans that support overall growth and both top-line and bottom-line performance.
• Create positioning strategies that align with the brand’s goals.
• Ensure brand-building initiatives are implemented consistently across stores and territories.
• Work with media partners to create communication themes that match brand objectives.
• Partner with brand principals and internal stakeholders to share market and brand insights that support brand-building goals.
• Design and maintain database-building strategies and oversee their execution.

Promotions and events

• Suggest store and brand promotions in discussion with brand custodians.
• Make sure promotion materials are created, approved, and delivered to territories within the required timeline.
• Recommend brand-, product-, and season-specific events.
• Estimate likely footfall and sales uplift from promotions and prepare ROI expectations.

Outdoor and in-store media planning

• Ensure outdoor advertising placements are located in high-visibility areas such as billboards and hoardings.
• Keep media plans aligned with seasonal peaks and required timelines.
• Negotiate preferential pricing using the group’s scale and commercial leverage.
• Refresh outdoor communication regularly with updated visuals and copy.
• Coordinate media advertising with territories and brand principals when needed.
• Maintain consistency in how the brand is presented.
• Propose creative new POS material ideas for stores and the brand.

Budgeting and planning

• Prepare the annual marketing budget with the management team and break it down by territory, brand, season, campaign, and media.
• Create the annual marketing calendar and product specification catalogues.
• Review budget performance and suggest changes where necessary.
• Track budget usage and share periodic utilization reports.
• Ensure marketing spend is used effectively and efficiently.

Media group management

• Coordinate media buying with Corporate Marketing.
• Track advertising activity with media groups and agencies.
• Assess the performance of campaigns and promotions and take corrective action when needed.
• Define agency deliverables in line with the brand’s communication strategy.
• Handle approvals related to brand and marketing in coordination with brand and management.
• Use internal manpower effectively to deliver quality outcomes.

Market research

• Carry out periodic market research to understand customer profiles, preferences, and buying behaviour with Corporate Marketing.
• Study how effective media campaigns are in relation to the money invested.
• Set research objectives and measurement criteria to ensure the findings can be used in planning and strategy development.

Additional responsibilities

• Negotiate with vendors, media groups, and printers.
• Create cross-promotion and co-branding opportunities with partners such as banks, airlines, and other retail brands.
• Work with editors on PR and media coverage in consultation with the Brand Head and Group Corporate Communication & PR.
• Manage loyalty programmes and privilege clubs, and recommend ways to improve their value perception.
• Recommend strategies to increase loyalty membership and support sending mailers and brochures to privilege club members.
• Represent the brands at media and marketing events as a brand ambassador.
• Visit territories and markets to review execution of branding guidelines and gather competitor intelligence.
• Stay updated on marketing best practices, global retail brands, competition, strategic campaigns, and market trends.
• Maintain close awareness of store-level activity, customer behaviour, market movement, and competition.
• Work with mall management to benefit from mall activities and related opportunities.
• Stay informed about seasonal launches, product highlights, and thematic brand displays.

Note

The source text includes an opening objective that refers to assisting a Logistic Manager and coordinating warehouse activities, but the rest of the role content clearly describes a senior marketing leadership position. The role has been normalized accordingly to reflect the marketing responsibilities provided in the source.