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:

1. Develop / manage brand strategy that is aligned with organizational objectives & vision
2. Maintain the highest standards of creative quality in communication while ensuring that all communication is consistently in alignment with the brand strategy
3. Develop / manage brand guidelines & brand visual identity in line with the finalized brand strategy and roadmap; communicate and seek concurrence from executive staff
4. Support brand growth by conducting timely analysis of industry trends, consumer insights, market competitiveness with the objective of enhancing brand health and visibility
5. Lead 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 campaigns
6. Collaborate with Product Team leads in new product launches by supporting in end-to-end communication development - Card face, Master communication, Welcome Kit and other collaterals
7. Effectively 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 TATs
8. Manage & implement product launch events and other customer engagement programs and events
9. Work with stakeholders from multiple functions to create effective customer communication campaigns in both ATL and BTL
10. Lead & manage consumer research for SBI Card. Work with stakeholders to carry out various research studies on brand health & customer insights
11. Manage 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 activities
12. Manage selection, staffing, payment terms & agreements and SOPs for advertising agencies, production houses and other vendors
13. Create marketing department budgets and projections in line with operational goals and overall company growth strategy
14. Develop and track metrics and success criteria for all marketing programs and activities
15. Oversee process documentation and compliance adherence

BNPL (New Business Line):

1. Brand strategy formation & brand architecture planning for upcoming launch of new business line for the organization
2. Conceptualize & launch new brand name & logo. Create all brand elements required for launch & extend complete brand support post launch for BNPL
3. Brand guidance to support launch of new App
4. Manage brand budgets; planning & utilization

Measures of Success

1. Impact of advertising on Brand recall
2. Impact of advertising on Brand Imagery Parameters
3. Consistency in quality of creatives & brand consistency across channels
4. Quality of Research reports and strategic insights for the business
5. Performance of Advertising & Research Agencies
6. Impactful ATL & BTL Campaigns
7. Process Adherence as per MOU

Technical Skills / Experience / Certifications

1. Functional knowledge of brand communications & creative communication development process
2. Basic functional knowledge of production process for films & stills
3. Experience in driving high-profile marketing programs and building brands

Competencies critical to the role

1. Planning and organizing
2. Detail orientation
3. Teamwork and collaboration
4. Business Acumen
5. High impact communication

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

Preferred Industry: Banking, NBFC, Telecom, FMCG