Deputy Vice President - Market Research & Brand Communication

Role Purpose: Responsible for acting as the brand custodian by amalgamating strategy with creative excellence to develop & maintain brand health.

Role Accountability:Develop / manage brand strategy that is aligned with organizational objectives & visionMaintain the highest standards of creative quality in communication while ensuring that all communication is consistently in alignment with the brand strategyDevelop / manage brand guidelines & brand visual identity in line with the finalized brand strategy and roadmap; communicate and seek concurrence from executive staffSupport brand growth by conducting timely analysis of industry trends, consumer insights, market competitiveness with the objective of enhancing brand health and visibilityLead and guide team in end-to-end communication development & execution process for ATL Campaigns (TVC / Digital films, Radio, Print Ads, Hoardings) - identify relevant insights, drive excellence in creative output and coordinate cross-vertical team efforts (business, media, digital) for successful release of such campaignsCollaborate with Product Team leads in new product launches by supporting in end-to-end communication development - Card face, Master communication, Welcome Kit and other collateralsEffectively drive team efforts towards management of huge volumes in BTL communication (E-mailers, SMS, Welcome Kits, Banners, Product collaterals etc.) to deliver consistent quality within the shortest possible TATsManage & implement product launch events and other customer engagement programs and eventsWork with stakeholders from multiple functions to create effective customer communication campaigns in both ATL and BTLLead & manage consumer research for SBI Card. Work with stakeholders to carry out various research studies on brand health & customer insightsManage Budgeting and Accounting for Marketing function. Close annual MOU exercise & monthly SRO planning in coordination with marketing verticals & finance. Maintain hygiene for all finance related activitiesManage selection, staffing, payment terms & agreements and SOPs for advertising agencies, production houses and other vendorsCreate marketing department budgets and projections in line with operational goals and overall company growth strategyDevelop and track metrics and success criteria for all marketing programs and activitiesOversee process documentation and compliance adherence

BNPL (New Business Line):Brand strategy formation & brand architecture planning for upcoming launch of new business line for the organizationConceptualize & launch new brand name & logo. Create all brand elements required for launch & extend complete brand support post launch for BNPLBrand guidance to support launch of new AppManage brand budgets; planning & utilization

Measures of SuccessImpact of advertising on Brand recallImpact of advertising on Brand Imagery ParametersConsistency in quality of creatives & brand consistency across channelsQuality of Research reports and strategic insights for the businessPerformance of Advertising & Research AgenciesImpactful ATL & BTL CampaignsProcess Adherence as per MOUTechnical Skills / Experience / CertificationsFunctional knowledge of brand communications & creative communication development processBasic functional knowledge of production process for films & stillsExperience in driving high-profile marketing programs and building brands

Competencies critical to the rolePlanning and organizingDetail orientationTeamwork and collaborationBusiness AcumenHigh impact communication

Qualification: MBA / PGDM in Marketing or any other relevant discipline

Preferred Industry: Banking, NBFC, Telecom, FMCG