Head - Marketing (Below the line) & Activations (Pantaloons)

Job Description:

Job Purpose:

                     Provide direction for consumer engagement (BTL) marketing for Pantaloons and responsible for ideation and development & Execution of National & Store led marketing Activations

                     Drive business through targeted marketing plans implemented across zones and stores;

                     Accountable for marketing operations and ensuring smooth execution of all  BTL marketing elements

                     Effectively use marketing to convey our vision to customers – furthermore driving sales and business

Key Accountabilities:

National Activation Events & Store Led Activities

                     Ideation for defining new and fresh marketing properties  to drive brand awareness and consumer connect – making sure the events highlight our positioning vis-à-vis competitors’

                     Ensure sharp focus on marketing activities to drive walk-in and sales (catchment led activities for brand and stores)

                     Deploy marketing campaigns and own their implementation from ideation to execution

New Store Opening SSPD

                     Drive marketing for New stores opening, ensuring plans with catchment study with Focus TG, Fashion Price competition & regional connect

                     Ensure market specific NSO launches customized under Metro/Tier I & II

                     Drive the internal teams and zones to make sure objective of store launch with higher SSPD is achieved by driving footfall and business #s for that store

Store Promotions and offers

                     Designing promotions and offers

                     Establish and maintain processes that ensure best practices in campaign implementation across zones with SOP’s

                     Ensuring headers and offers are implemented with promo teams for smooth execution at POS

In-store shopper experience

                     Incorporate behavioral psychology into retail practices: drive the consumers’ enthusiasm through In-store Music and volume control 

                     Drive brand imagery against competition with integrated approach between marketing & visual merchandising as seamless communication for offers 

                     Closely curate customer experience during shopping for smooth implementation of offers and promotion 

Integration between Zones & HO

                     Bridge between all cross functional teams; ensure complete alignment between both internal and external stakeholders for Go-To-Market Strategy

                     Work with Zonal Business Heads for developing market-focused marketing strategies

                     Understand business challenges and changing dynamics to develop need-based strategies to drive sales

                     Ensure regular zonal visits for all Marketing Staff; ensure market/zones visits with team to have deeper insight of consumer behavior (imperative for effective marketing strategies)

                     Act as a problem solver for issues on new initiatives on a routine basis

• Marketing Professional with 7 to 9 years of experience
• MBA from Top B-Schools preferred
• Candidates with FMCG / Retail background will be preferred
• Strong Academic background
• High Result and Success

Minimum Experience Level:
6 - 8 Years

Report to:
Vice President

Please ensure the completeness of application. Incomplete Application will not be accepted.