GM - Brand & Marcom

Role purpose:

Marketing Communications is a strategic leadership role responsible for building VIBS brand, establish market & thought leadership in B2B space, creation of strategy roadmap and driving VIBS revenue across all India, Sales segments & Products.

The responsibilities include:

• Define the Enterprise Marcom strategy; build the enterprise brand strategy and annual marketing plan for VBS.
• Insight driven approach to building the VIBS brand in B2B space through strong ATL & BTL, in coherence with central consumer brand team, – envision and execute brand and product campaigns to drive awareness, consideration and customer engagement.
• Develop integrated and strategic communications calendar covering brand campaigns, digital and social, events, PR, analyst and influencer outreach.
• Responsible for developing and executing communications plan and marketing collaterals for Products & Solutions (in-life and new), all segments
• Establish and run Digital Marketing including Web, Social as a discipline with twin objectives of enterprise identity and Digital as a revenue channel
• Launch and end-to-end execution of the new enterprise brand identity for the merged Vodafone Idea entity, as a core member of project team
• Own market research and insighting project on a need basis
• Plan and develop customer engagement initiatives to elevate CXO level engagements: innovation sessions, customer advisory boards, signature programs such as Tee Walk, and executive engagement programs.
• Leverage thought leadership programs and B2B content marketing through whitepapers and industry event speakerships and customer advocacy program
• Overall responsibility for all external and internal communications including PR

Key accountabilities and decision ownership:

• Strategic Campaigns: Plan and execute annual marcom calendar. Execute national ATL & BTL marketing campaigns to bolster B2B Brand awareness, consideration & differentiation
• Customer Engagement: Plan and execute Customer Engagement events.
• Messaging: Develop key messaging for external audience, media, analysts and key internal audience (leadership)
• Budgeting: CentralA&P Budget planning & tracking. Governance of cluster A&P and outcomes
• National Calendar and Mentoring: Responsible for consistent marketing calendar across India, and driving business outcomes through a partnership framework
• Manage key agency relationships: Creative agency & Media, Event and PR
• Cross-Functional: Effective liaising with consumer brand, digital and marketing teams to drive through a coordinated calendar and consistent Single Brand outcomes.
• Digital CX: Enable consistent and digital first launches of products and propositions and ensure world less brand experience on all customer facing digital experiencees

Core competencies, knowledge and experience [max 5]:

• More than 10 years of relevant Telco experience, of which at least 5+ years in B2B marketing, brand management and marketing communications
• Strategic and insight driven approach to decision making and execution
• Experience with running a large Marcom function – conducting coordinated national product and brand campaigns.
• Strong planning & program management skills, managerial and coordination capabilities
• Strong commercial negotiation skills
• Ability to lead work of a cross-functional team

Must have technical / professional qualifications:

• MBA in Marketing

Budget owned:

Responsible for annual marketing budget

Spends owned:

VIBS Advertising and Promotions budget

VIBS Marketing Opex budget

Key performance indicators:

• Brand score (visibility & impact) and RoMI
• PR share of voice
On time delivery of plans, creatives and messaging; execution of campaigns/events

Organisation Size & Structure:

This is an L5 position with 3 DRs. The DRs lead the following responsibilities.

• Marcom
• Digital CX
• Digital Marketing & Social
• PR, Customer Advocacy

The position also has responsibility to work with VIBS Cluster Marketing leads to ensure execution across clusters