Marketing Head – ZOYA
Job Description
Unique Job Role
Function
Marketing
Reporting to
Business Head – ZOYA
Business
Corporate
Grade
Date
Dec 2023
Job Details
Defining long-term marketing strategy for ZOYA, establish a sharp point of view / brand purpose, target consumer, competitive space and development growth objectives. Developing and executing annual brand plans across marketing, PR, and Digital. Deliver on specific goals of brand awareness, walk in’s, traffic to website, customer acquisition and retention by building brand equity and managing an effective customer journey. The profile will also drive new category insights and possible product expansion by closely tracking consumer needs, preferences and buying behaviour.
External Interfaces
Internal Interfaces
• Media agencies
• Creative agencies
• Digital agencies
• PR agency
• Other Luxury brands
• Media Houses
• Design team
• Merchandising team
• Retail team
• Visual Merchandising team
• Analytics team
• Customer Experience team
• Finance team
• HR team
Job Requirements
Education
• MBA from a premier institute preferably in marketing
Relevant Experience
• 12-15 years of experience in a marketing role, with experience of building a new brand.
• Relevant experience in a luxury category or industry, with at least last 2-3 years’ experience in leading a team and a brand.
• Proven experience in designing and implementing successful marketing campaigns ,
• Experience in managing digital content , growth marketing and delivering revenue growth
Behavioural Skills
• Thinks big
• Story Telling
• Entrepreneurial drive
• Is passionate about categories and products
• Influence for impact
• Accountability
• Believes in people
Knowledge
• Domain knowledge
• Creative , culturally aware and passionate about the world of Fashion and luxury
• Category knowledge is a plus
• Consumer Understanding and customer obsession
• Aesthetic sense & attention to detail
• Media relations and celebrity management
• Result oriented and data driven
•
Process Contributions
Process Contribution
Process Outcome
Performance Measure
Marketing : Brand Marketing Planning and Execution
1. We are all about building a brand with purpose, putting creative storytelling at heart of everything we do and consistently build a strategic brand tone. visual identity and content strategy.
2. Develops and implements annual marketing plans and programs to achieve specific brand objectives, category leading awareness, and business goals
3. Lead impactful Brand campaigns by ideating creative briefs tied to impactful consumer insights, leading to best in class creative work from agency partners.
4. Develops and manages luxury brand partnerships, aligning to core brand mission and with clear ROI measures
5. Drives excellence across all marketing and communication activities, including; brand voice, marketing activation and guidelines, brand messaging, advertising, photography and guidelines, brand integration, public relations, brand experience partnerships, experiential marketing and events, website development, media planning, marketing innovation, and content development.
6. Manages annual marketing budgets. Maintains tracking and reporting of key budget processes.
7. Lead the conduct of periodic market / consumer research to drive continuous analysis of competitive environment , consumer insights, opportunities, and generating idea to stand out
· Brand strategy & awareness
· Annual operating plan
· Roll out of campaigns as per plan
· Market research
· Improve brand aura and relevance
· Marketing calendar to deliver Overall Business plan
· Adherence to guidelines
· Adherence to timelines
· Adherence to budget
· Brand scores
· No. of customer walk-ins
· New customer acquisition
· Repeat business
Growth & Content Marketing
1. Developing and executing integrated online strategy to ensure brand consistency ,build engagement , Zoya community , customer acquisition and sales
2. Responsible for all digital marketing channels – website , Social media , emails , catalogue , app , virtual store , blog
3. Develop strategic city level plan to drive brand differentiation ,awareness and customer acquisition for new city launches
4. Work closely with product team and oversee the creation and execution of the relevant promotional material of product
5. Conduct complex business analysis , synthesizing cross-channel insights to measure success of a given initiative and reporting the same
6. Stay up-do-date with digital technology developments
· Digital calendar
· Agency selection and performance evaluation
· Content strategy
· Brand Placement on other relevant e-commerce sites
· Innovation
· Digital Community size , website visits & engagement
· Digital walk ins
· E-commerce sales
· Adherence to budget
· Adherence to guidelines
· Adherence to timelines
Marketing : Public Relations
1. Develop PR strategy, seeking high level placements in print (fashion & business), TV and online media.
2. Win the minds and hearts of customers and consumers with compelling storytelling about the craft and design of our products through PR
3. Develop story angles and edit press releases with the PR agency to secure PR coverage
4. Identify potential opportunities for partnership , collaboration with events of global level
5. Develop a long term plan on celebrity and influencer collaborations at National and City level
6. Manage Annual and Quarterly PR plans to deliver long term brand objectives
7. Manage and negotiate agency , and vendor contracts, as necessary, in collaboration with the company’s legal team
· Agency Performance evaluation
· Global partnerships
· Strategic partnerships
· Media Houses relationship management
· Adherence to guidelines
· Performance of agency
· PR Coverage Valuation
· High level placements
Key Skills: