Role Purpose: Responsible for acting as the brand custodian by amalgamating strategy with creative excellence to develop & maintain brand health.

Role Accountability: 1. Develop / manage brand strategy that is aligned with organizational objectives & vision

- Maintain the highest standards of creative quality in communication while ensuring that all communication is consistently in alignment with the brand strategy
- Develop / manage brand guidelines & brand visual identity in line with the finalized brand strategy and roadmap;

communicate and seek concurrence from executive staff

- Support brand growth by conducting timely analysis of industry trends, consumer insights, market competitiveness with the objective of enhancing brand health and visibility
- Lead and guide team in end-to-end communication development & execution process for ATL Campaigns (TVC / Digital films, Radio, Print Ads, Hoardings) - identify relevant insights, drive excellence in creative output and coordinate cross-vertical team efforts (business, media, digital) for successful release of such campaigns
- Collaborate with Product Team leads in new product launches by supporting in end-to-end communication development - Card face, Master communication, Welcome Kit and other collaterals
- Effectively drive team efforts towards management of huge volumes in BTL communication (E-mailers, SMS, Welcome Kits, Banners, Product collaterals etc.) to deliver consistent quality within the shortest possible TATs
- Manage & implement product launch events and other customer engagement programs and events
- Work with stakeholders from multiple functions to create effective customer communication campaigns in both ATL and BTL
- Lead & manage consumer research for SBI Card. Work with stakeholders to carry out various research studies on brand health & customer insights

11.

Manage





Budgeting and Accounting for Marketing function. Close annual MOU exercise & monthly SRO planning in coordination with marketing verticals & finance. Maintain hygiene for all finance related activities

- Manage selection, staffing, payment terms & agreements and SOPs for advertising agencies, production houses and other vendors
- Create marketing department budgets and projections in line with operational goals and overall company growth strategy
- Develop and track metrics and success criteria for all marketing programs and activities
- Oversee process documentation and compliance adherence BNPL (New Business Line): 1. Brand strategy formation & brand architecture planning for upcoming launch of new business line for the organization
- Conceptualize & launch new brand name & logo. Create all brand elements required for launch & extend complete brand support post launch for BNPL
- Brand guidance to support launch of current App
- Manage brand budgets;

planning & utilization Measures of Success 1. Impact of advertising on Brand recall

- Impact of advertising on Brand Imagery Parameters
- Consistency in quality of creatives & brand consistency across channels
- Quality of Research reports and strategic insights for the business
- Performance of Advertising & Research Agencies
- Impactful ATL & BTL Campaigns

7.

Process

Adherence as per MOU Technical Skills / Experience / Certifications 1. Functional knowledge of brand communications & creative communication development process

- Basic functional knowledge of production process for films & stills

3.

Experience in driving high-profile marketing programs and building brands Competencies critical to the role 1. Planning and organizing

- Detail orientation
- Teamwork and collaboration

4.

Business

Acumen

5.

High impact communication Qualification: MBA / PGDM in Marketing or any other relevant discipline Preferred Industry: Banking, NBFC, Telecom, FMCG

📌 Deputy Vice President - Market Research & Brand Communication (Karnal)
🏢 Sbi Card
📍 Karnal