AddressJob Purpose:
The role of Middle Management - Public Relations will be responsible to build, grow and sustain high levels of aspiration for Royal Enfield through inventive and disruptive PR programmes and campaigns. The purpose of this role is to bring in high level of strategic thinking & execution, and innovation into PR for brand, products and special initiatives at Royal Enfield, and to build relevant systems and processes to ensure smooth functioning within all internal and external stakeholders resulting in higher levels of aspiration for the brand and positive word of mouth.
Key Responsibilities:
Strategic planning and execution
o Incumbent of this role is being brought in with the single purpose of leading the ‘thinking’ on PR and how PR effectively and impactfully contributes to brand and sub-brand equity
o Responsible to curate, build, and sign-off all PR plans for product, sub-brands, initiatives and special projects, regional level equity building and activations
o In addition to working on larger Annual plan, broad direction for PR innovation on relevant sub-brands, the incumbent will also own the creation and execution of quarterly, and monthly plans for product, sub-brand, and regions
o Lead and implement the Influencer Management programs | Incumbent should have a strong bent of creative ability to blend traditional and new PR using inventive influencer and creator engagement ideas to grow brand aspiration and equity through authentic, relevant and organic partnerships
Excellence and innovation in PR
o Critical element of the job role will be to bring in a new-level of thinking and exploring
possibilities with an intent to disrupt, and innovate | Capably manage the traditional
deliverables of PR while bringing in a fresh and almost disruptive thought-process to
ideation, to launches, and to product PR
o We are looking at candidates who can ideate in a very non-linear manner, closely aligned
with Royal Enfield brand personality and values, while ensuring impactful results
Ownership of PR for Product, Launches, Brand initiatives:
o Incumbent will lead and be responsible for end-to-end planning and execution of product led PR for specific sub brands - including new launches, variant and sub-brand launches, brand activations, rides, motorcycle custom programme, including other relevant projects Curating and implementing a Brand Management Ecosystem by ensuring sustained PR
communication in sync with business and brand objectives
o Supporting and amplifying all sub-brand level initiatives and brand campaigns through appropriate and innovative PR ideas o Plan and execute high impact launches ensuring on-time-in full delivery of PR strategy and launch programme, seamless execution for all new variant launches
o Strengthen the agency ecosystem and the internal team structure to encompass regional, central and sub-brand level priorities o Lead the setup of critical SOPs to ensure high levels of delivery and efficiencies within the system and across the agency ecosystem | Lead the implementation of all systems and processes including weekly meetings, monthly/ quarterly reviews, monthly and quarterly planning etc.
o Evolve sharp and accurate measures and metrics for success of PR campaigns, while
continuing to include traditional metrics
Content ownership
o Incumbent will be responsible for bringing in sharp content creation, curation abilities inline with the brand, with motorcycling, and motorcycle technicalities. We are looking to evolve PR led content writing to reflect more dynamism, more flair for the ‘Royal Enfield motorcycling way of life’, and most importantly a certain level of uniqueness and disruption
o End-to-end responsibility to develop all press content including (but not limited only to) press releases, pitch notes, briefing documents, launch documents, and all other PR related requirements
Stakeholder management
o Work closely and collaboratively with an array of internal stakeholders including brand managers / leads and their teams, rides lead and their teams, business heads, marketing peer group team
o In-charge for key media relations across national press, regional press, auto-trade press, among others
o Should maintain and grow relationships with creator and influencer ecosystem
o Support the development of a sustainable agency ecosystem by working closely with relevant agency(s) and team(s) to ensure seamless campaign execution, collaboration, impactful delivery on objectives, timely delivery, setting up SOPs for knowledge sharing and integrated working
Team collaboration
o Work closely with the PR team to deliver impactful PR programmes that elevate overall deliverables
o Work with the team to align workstreams and projects, close plans and documents, closely monitor outreach programmes and implementation
o Work cohesively and collaboratively with the team to maintain team motivation
Work Experience
Education: Degree in Communications / Mass Communications / PR / Marketing Communications.
Experience: 15+ years of work experience with majority work experience being in the
automotive sector (Priority to experience in motorcycle industry, 2-wheeler industry, 4-wheeler industry - in that order)
