Senior Chief Manager - Mumbai - Piramal Consumer Healthcare

Description

The Media & Digital Head will oversee entire media activity happening for the brands campaigns including TV, Digital, Print, Outdoor etc. He will be dealing and interacting with key internal & external stakeholders including media agencies, media partners, Brand/Category Teams to execute the marketing campaigns for Piramal Consumer Healthcare (PCH). The scope includes social and influencer content strategy, development & execution with clear KPI's & effectiveness.This position also leads some of the Digi-Commerce brands which are E-Com 1st and has potential to be future bets for the organization.

Will report to – VP Marketing

Team size - 3 : 2 (TV Media & Digital Content), 1 (E-Com Listing)

QUALIFICATION:

Full time MBA in Sales/Marketing from Premier B-School

EXPERIENCE: 12-15 years

CRITICAL QUALITIES:

•TV media planning and buying strategy & industry connections

•Extensive knowledge on Multimedia modelling to get the optimal mix over different mediums (TV, YT, Meta, OTT, Influencer Outreach, Print etc.) to deliver target reach & relevance.

•Strong thrust on digital with a sense of accountability and responsibility for adding business value via digital initiatives.

•Strategic input for Annual Planning, Quarterly and monthly campaign planning.

•Drive Input Output metrics' analysis rigorously to tweak plans basis learning.

•Superior communication skills, including the ability to take complex, ambitious topics and create compelling narratives for different audiences including senior stake holder management within Marketing & Agency Network

•Highly creative with experience in identifying target audiences and devising campaigns that engage, inform, and motivate

Key Roles/Responsibilities

TV Media:

•Develop and execute comprehensive media buying strategies across TV channels to meet brand objectives.

•Integrate media planning understanding with clear media deliverables and KPI's

•Translate clear campaign objectives on each brand from the E2E and the Category Teams to clear cut Media Planning targets based on Reach and Frequency objectives

•Drive end-to-end media buying – Ensure team does research, negotiations, placement, and post-buy analysis. Negotiate with media vendors to secure the most competitive rates and added value for advertising space and airtime.

•Monitor and allocate the media budget effectively to maximize ROI and adjust placements to improve campaign outcomes.

•Build and maintain strong relationships with media vendors and agencies to stay updated on market trends and media opportunities.

•Monitor market trends, competitor activities, and consumer insights and influence the brand strategy along with the brand leads.

•Analyze competitors' media strategies to identify opportunities and gaps.

Integrated Digital Media and Content:

Overall Purpose – The person should bring a combination of being a strategic architect (designing media strategy) and a hands-on executor (running campaigns, managing agencies). Focus should be on building robust digital expertise for brands and ascertain digital brand experiences, strengthening digital brand awareness and optimization of performance of our digital campaigns. Development of PCH Digital Marketing Strategy includes Planning, managing execution of digital marketing activities over website, influencer, Social media Ai LLMs, performance marketing and IT infrastructure to attract potential customers to meet salience KPI's, sales & profit and contribute to the development and growth of businesses.

Digital Media - Strategy

·Lead digital strategy across brands, connecting agencies and teams

·Develop integrated plans using web, search, social, influencers, video, display, affiliate, and performance marketing

·Set campaign objectives, KPIs, and budgets with brand teams

·Analyze customer journeys, market trends, and competitor data to refine strategies

·Use of New-tech and identify growth areas and deliver results.

Digital Media - Operations

·Manage digital marketing budget in conjuction with brand teams

·Monitor performance regularly using KPIs and reporting dashboards

·Adjust campaigns based on data insights and test-learn results

·Ensure cost-efficient media spend and resource allocation

·Collaborate closely in agile, cross-functional teams to deliver results

Digital Infrastructure and future ready

·Responsible for PCH digital ecosystem and digital path to purchase including website strategy, maintenance and optimization, Sales enablement platforms, Customer Engagement Platforms, Social Media platforms, 1:1 Marketing Technology and activation.

·Review new technologies and keep the company at the forefront of developments in digital marketing. Pioneer new digital platforms to build competitive advantage for all brands.

·Strengthen PCH partnerships with key industry players and leverage new platforms / opportunities and proactively co-create solutions in line with strategic objectives

·Oversees the digital infrastructure [ Website, Security protocol, Server hosting and processes including the master data and content creation and maintenance process, people capabilities and tools.

·Develops Search Engine Optimization and web strategies to ensure has the best possible ranking in the leading search engines: a) Creates keyword lists, and SEO and page tag copywriting that increases the rank of natural search result listings for foodservice website. Ensures the necessary tracking is in place to monitor the performance of the optimization program and consistently analyze changing opportunities and trends in search engine algorithms and keywords. (b) Builds reputable links back to the site and increase our online brand awareness, including social listening. (c) Develops other link building campaigns that will support the overall ranking efforts as well as support the partnership linking efforts.

·Know of Ai tools existing to deliver creative, media, MarTech to enhance creative, campaigns.

Content Development:

·Guides efficient procedures for content creation, video content, asset management, social listening etc in collaboration with Digital teams, our agencies, and our technical partners

·Accountable for content creation, curation, storage and governance in alignment with Brand Teams and local digital agency.

·Collaborates within local digital agency, creative agency IT and other agency partners to create digital solutions like landing pages, campaign pages and whats app links to great content.

·Lead influencer media, content and execution (Strategy & development) in the most effective and efficient way. Build KPI's, business action and tracking process

·Regularly update of content on Marketplace and Quick Commerce portals, ensuring timely improvements with AB Tests to keep processes running smoothly and track/recommend changes thereof

·Drive active community engagement & Generate buzz internally and externally to amplify campaign reach