Role Purpose: Responsible for acting as the brand custodian by amalgamating strategy with creative excellence to develop & maintain brand health.
Role Accountability:
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 current 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
Manage Budgeting and Accounting for Marketing function. Close annual MOU exercise & monthly SRO planning in coordination with marketing vertica