1)To Build and Sustain B2B brands for value addition, B2I brands for expanding customer base and B2C brands in line with business aspiration through appropriate customer and consumer insights, brand and 360-degree communication interventions . 2) To contribute to communication across external stakeholder in line with business priorities and provide inputs in internal stakeholder connect for effective Employer Branding across relevant SBUs. 3) To be a custodian of brand architectures and compliances for relevant SBUs.
| KRA (Accountabilities) | Supporting Actions | |
|---|---|---|
| KRA1 | To be responsible for uniform identity creation of key Caustic & allied products in B2B space leading to customer preference and business Impact | 1.Custodian for brand architectures, legal compliances, creating brand guidelines, trademark registrations, legal archive, and content repository. 2.Packaging for domestic and global markets 3.Systematic business-oriented communication interventions |
| KRA2 | To drive brand building across Chlorine Derivatives, Phosphates, Sulphites and Peroxides in B2B2C space to ensure upselling of businesses through brands | 1.Category and brand strategy for value creation - commodity to brands. Brand compliances. Brand logo & identity and marketing collaterals 2.Market Research and Customer Insights 3.Connect and collaboration with Downstream Value Chain 4.Agency Empanelment across creative & media 5.360-degree communication - Advertising, Activations (Events & Exhibitions - physical & virtual, dealer meets, application and industry specific videos etc.), Digital interventions (Webinars, Social media, Apps etc.) and connect with industry consortia & media. Building & growing connect of Industry specific audience - online and offline. 6.Innovative Customer oriented packaging 7.Customer Listening/Observation and Loyalty Programs 8.Product Brand Advocacy & branding for new project incubation. |
| KRA3 | To create brands in B2I space for products/services that are directly used by Consumer for commercial purposes | 1.Brand Strategy and roadmap for products/services like Aqua Armor, Weisklein etc. Product and Packaging strategy. 2.Advertising, activations, Digital Interventions. Promotion & Media (360 communication) with sharp community focus. 3.Branding for new initiatives |
| KRA4 | To drive Consumer Insights, Brand Building & Communication of Strategic Projects from Concept to Go to Market for B2C Initiatives | 1.Consumer Insights and Brand Compass, Brand Strategy, Product strategy, propositions, communication & creative routes. 2.Packaging Designs 3.Brand Strategy, Creatives, Mass Communication, Promotion & Media (360 communication), Activations, Digital Interventions 4.Digital Communications - creative strategy (brand visualization concept & thematic content), Social Media strategy, SEM, e-retail marketing, integrating all media including website, influencer management, customer engagement, Email marketing, ORM. 5.Media Strategy, media buying plans and media buying across traditional and social media, BTLs etc. 6.Test Marketing/Launch and Sustenance 7.Convergence of multiple products through an umbrella brand strategy as B2C brand from CFI/ABG |
