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- Brand Strategy & Positioning
- Build and execute the brand strategy for wires and retail-focused cables.
- Define brand positioning, messaging architecture, and value propositions.
- Lead annual brand plan and campaign roadmap.
- ATL & Digital Campaign Leadership
- Lead creative development for TV, print, OOH, radio, and digital films.
- Work with Media & Digital teams on planning, buying, and impact measurement.
- Ensure integrated storytelling across ATL, Digital, and BTL.
- Social Media & Digital Content
- Own content calendar, platform strategy, and creative direction for social media.
- Guide agencies and Digital Executive on content creation and engagement.
- Oversee website content, videos, and digital brand assets.
- Retail & Electrician BTL Activation
- Create BTL toolkits: POS, GSB, demo kits, retailer/electrician collaterals.
- Align with Sales & regional BTL teams for consistent, high-quality execution.
- Drive retailer and influencer-facing brand visibility initiatives.
- Product & Packaging Communication
- Translate product features into simple, compelling consumer benefits.
- Lead pack communication: claims, color coding, trust cues, icons.
- Ensure consistency across pack, ATL, BTL, and digital messaging.
- Content & Creative Development
- Develop brand films, product videos, brochures, and retail content.
- Manage creative and digital agencies to deliver high-quality assets.
- Maintain unified brand voice, visual identity, and design quality.
- Consumer Insights & Market Understanding
- Partner with Market Research on insight mining (IHBs, electricians, retailers etc.)
- Track brand health: awareness, preference, imagery, and message resonance.
- Apply insights to sharpen creative briefs and brand direction.
- ROI, Outcomes & Performance Tracking
- Define KPIs for ATL, digital, and BTL programs (awareness, engagement, footfall, influence).
- Track campaign ROI, retail lift, electrician response, and brand metrics monthly.
- publish dashboards and recommend optimizations to improve outcomes.
- Business Impact
- Drive business outcomes by managing demand-generation levers and alignment of marketing investments with business outcomes to deliver business’s revenue and profitability targets
