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

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nRole Accountability:

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- Develop / manage brand strategy that is aligned with organizational objectives & vision
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- Maintain the highest standards of creative quality in communication while ensuring that all communication is consistently in alignment with the brand strategy
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- Develop / manage brand guidelines & brand visual identity in line with the finalized brand strategy and roadmap; communicate and seek concurrence from executive staff
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- Support brand growth by conducting timely analysis of industry trends, consumer insights, market competitiveness with the objective of enhancing brand health and visibility
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- 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
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- 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
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- 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
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- Manage & implement product launch events and other customer engagement programs and events
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- Work with stakeholders from multiple functions to create effective customer communication campaigns in both ATL and BTL
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- Lead & manage consumer research for SBI Card. Work with stakeholders to carry out various research studies on brand health & customer insights
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- 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

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- Manage selection, staffing, payment terms & agreements and SOPs for advertising agencies, production houses and other vendors
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- Create marketing department budgets and projections in line with operational goals and overall company growth strategy
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- Develop and track metrics and success criteria for all marketing programs and activities
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- Oversee process documentation and compliance adherence
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nBNPL (New Business Line):

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- Brand strategy formation & brand architecture planning for upcoming launch of new business line for the organization
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- Conceptualize & launch current brand name & logo. Create all brand elements required for launch & extend complete brand support post launch for BNPL
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- Brand guidance to support launch of new App
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- Manage brand budgets; planning & utilization
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nMeasures of Success

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- Impact of advertising on Brand recall
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- Impact of advertising on Brand Imagery Parameters
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- Consistency in quality of creatives & brand consistency across channels
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- Quality of Research reports and strategic insights for the business
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- Performance of Advertising & Research Agencies
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- Impactful ATL & BTL Campaigns
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- Process Adherence as per MOU
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nTechnical Skills / Experience / Certifications

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- Functional knowledge of brand communications & creative communication development process
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- Basic functional knowledge of production process for films & stills
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- Experience in driving high-profile marketing programs and building brands
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nCompetencies critical to the role

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- Planning and organizing
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- Detail orientation
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- Teamwork and collaboration
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- Business Acumen
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- High impact communication
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nQualification : MBA / PGDM in Marketing or any other relevant discipline

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nPreferred Industry : Banking, NBFC, Telecom, FMCG

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