Team Lead - Branding & Communication

Business Chemicals

Unit CFI Sector - HO

Location Birla Aurora, Mumbai

Key Result Areas/Accountabilities Supporting Actions

1.To be responsible for uniform identity creation of key Caustic & allied products in B2B space leading to customer preference and business Impact

• Custodian for brand architectures, legal compliances, creating brand guidelines, trademark registrations, legal archive, and content repository. 
• Packaging for domestic and global markets 
• Systematic business oriented communication interventions

2.To drive brand building across Chlorine Derivatives, Phosphates, Sulphites and Peroxides in B2B2Cspace to ensure upselling of businesses through brands

• Category and brand strategy for value creation - commodity to brands. Brand compliances. Brand logo & identity and marketing collaterals 
• Market Research and Customer Insights 
• Connect and collaboration with Downstream Value Chain 
• Agency Empanelment across creative & media 
• 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. 
• Innovative Customer oriented packaging 
• Customer Listening/Observation and Loyalty Programs 
• Product Brand Advocacy & branding for new project incubation.

3. To create brands in B2I space for products/services that are directly used by Consumer for commercial purposes

• Brand Strategy and roadmap for products/services like Aqua Armor, Weisklein etc. Product and Packaging strategy. 
• Advertising, activations, Digital Interventions. Promotion & Media (360 communication) with sharp community focus. 
• Branding for new initiatives 

4. To drive Consumer Insights, Brand Building & Communication of Strategic Projects from Concept to Go to Market for B2C Initiatives

• Consumer Insights and Brand Compass, Brand Strategy, Product strategy, propositions, communication & creative routes. 
• Packaging Designs 
• Brand Strategy, Creatives, Mass Communication, Promotion & Media (360 communication), Activations, Digital Interventions 
• 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. 
• Media Strategy, media buying plans and media buying across traditional and social media, BTLs etc. 
• Test Marketing/Launch and Sustenance 
• Convergence of multiple products through an umbrella brand strategy as B2C brand from CFI/ABG

Relationships: Frequency & Nature

1. Internal: CFI Branding & Communications HR Heads in Units CEO & CMOs of Key SBU

Regularly - Connect on exchange of branding and communication initiatives and inputs to CFI Corporate Branding and Employer Branding Regularly - Employer Branding Regularly - Branding and Communication in Advanced Materials; budget approvals etc.

2. Sales and Marketing Teams, business & application development teams for key SBUs

Regularly - Branding, Strategy, market scan, key marketing initiatives, promotion & media

3 External: Advertising & Brand Consultants Digital & Social Media

Regularly - All B2B, B2B2C & B2C branding strategy & creatives

4.Regularly - All virtual connects for Corp. & SBUs Media Agency/PR Agency Printing/Execution Agency

Regularly - Mass communication & external outreach. Regularly - Fabrication