Brand Marketing Manager, Van Heusen Full Time

To develop a distinctive marketing strategy in line with the Brand vision and positioning through focused consumer insights, effective communication of brand expression and PR activities to build and strengthen the Brand Equity.

Job Context & Major Challenges

The Apparel & Apparel led retail is a highly competitive industry with new entrants, both domestic as well as Internationally renowned brands opening up shops in India. The opening up of FDI in retail would bring in hordes of Internationally acclaimed brands to our shores with world class marketing practices and clear brand identity. In such a competitive market the success of the Van Heusen would depend upon building, communicating and constantly enhancing Van Heusen brand along with its sub brands.

To keep up the competitive edge it is imperative that there is a high involvement and understanding of the business and the key drivers, as also an ability to be proactive with comprehensive and dynamic strategies. It requires the brands to constantly reinvent themselves and position themselves in a way that they become the preferred choice for their customers.

The Key challenges

• Building an Apparel brand in a cluttered market that resonates with the evolving target consumers.
• Defining and communicating Positioning of Van Heusen’s sub – brands present across diverse categories, yet connected to Mother brand.
• Understand and continuously track evolving consumer needs through multiple sources including appropriate research interventions
• Coordination with multiple agencies, under strict timelines ensuring quality delivery.
• Cross functional accountability and coordination with number of teams internally like retail, VM, brand, projects, etc.
• Initiate and implement the activities within budget with high expectations on delivery front.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Impact the Brand Financials – Monitor the marketing budget and expenditure

• Monitor % Sales from new developments/innovations in current category or a new category
• War on Costs

KRA10 Manage Brand salience across all digital platforms Ensure the salience of the brand on the digital space not just on owned media such as social media and the website.

KRA2 Understand, Define & Continuously track evolving consumer needs – Define & track the targeted customer in terms of demographic & psychographic profile

• Understand triggers influencing buying, buying process and shopping behavior

KRA3 Develop Relationships with agency partners to build & execute Communication & Marketing plans – Finalize selection of agency partners for execution of Marketing Plans

• Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria
• Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand’s Point of View
• Ensure efficient Media Planning & Buying

KRA4 Define Brand Positioning & build a system to monitor brand performance – Based on the Target Group profile, work with the creative team to define the brand personality

• Define & maintain relevance of the value dimension of the brand- both tangible & intangibles
• Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning

KRA5 Customer engagement – Plan the marketing Campaign Effectiveness

• Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)

KRA6 Build an Efficient Marketing Budget & Execute on agreed Brand Objectives – Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM

• Build Marketing Plans and Budget for executing on agreed objectives
• Innovate in marketing execution to build marketing cost efficiencies

KRA7 Efficiency in marketing processes – Agency Management

• Media plan effectiveness wrt reach and frequency
• Annual Brand Plan Process efficiency

KRA8 Monitor competitive brand marketing activities – Track market research data

• Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan

KRA9 Build strong brand presence on Digital by alignment with Brand Strategy & positioning Improving effectiveness of brands presence on digital media by creating benchmarks and continuously tracking, understanding gaps against benchmark & taking appropriate steps to improve the same

Revamping brands presence on TrendIN and other Ecom sites for better consumer experience

Resulting into