Senior Manager - Channel Marketing (Banca)

JOB SUMMARY

As senior manager, channel marketing, the incumbent will be responsible for developing, driving and implementing channel marketing strategies and BTL campaigns for Axis Bank Channel.

Responsible for:

1. Developing channel marketing programs & marketing campaigns for enabling sales growth and revenue enhancement

2. Managing the channel marketing calendar for the channel

3. Design & develop seller/customer/consumer engagement strategy in tandem with the brand purpose, vision and functional strategy of the function/organization.

4. Take forward and build the brand common purpose and positioning across channel marketing initiatives

5. Driving consumer and seller need identification through research and strategic initiatives

6. Supporting channel transformation initiatives through marketing and communication interventions

KEY RESPONSIBILITIES

1. Product Marketing & Lead Generation

- Develop and execute the annual product marketing calendar with 100% adherence to launch timelines.

- Drive impactful product launches and category-specific campaigns to support channel growth and improve product mix.

- Execute always-on marketing initiatives to promote Value Drivers, Protection, Savings, ULIP, and Affluent propositions.

- Lead customer-centric marketing initiatives to enhance app adoption, persistency, and customer engagement.

- Conceptualize and implement NRI-focused marketing programs, including activations, educational content, and lead-generation campaigns.

- Design and execute BTL activations, prospecting programs, and branch-level engagement initiatives.

- Drive digital lead-generation initiatives through innovative platforms, tools, and automation.

- Establish efficient and measurable collateral distribution mechanisms across the channel.

- Plan leadership engagement programs for key banking stakeholders.

2. Brand Building & Seller Mindshare

- Develop and execute integrated brand marketing strategies to improve top-of-mind awareness among sellers and banking partners.

- Lead platform marketing campaigns aligned with product launches and leadership engagement agendas.

- Drive branch branding and visibility programs across strategic branch segments.

- Execute partnership branding initiatives, annual themes, anniversary celebrations, and marquee events.

- Manage occasion-based marketing campaigns and localized activation programs.

- Explore and implement outdoor branding opportunities at strategic channel locations.

- Strengthen social media engagement and PR initiatives to improve brand reach and perception.

3. Emerging Channels & Strategic Initiatives

- Support emerging business channels through tailored marketing solutions, product campaigns, and sales enablement tools.

- Develop visibility and branding programs for emerging banking formats and business units.

- Provide marketing support to group channels and specialized distribution segments.

- Drive market expansion programs through strategic local marketing initiatives.

- Design and execute micro-marketing plans for new, focus, strategic, and win-back branches.

- Build and enhance digital marketing repositories and self-service marketing platforms to improve seller accessibility.

- Foster seller engagement and business growth through targeted channel-specific campaigns.

4. Digital Innovation & Transformation

- Champion marketing automation and digital transformation initiatives.

- Develop centralized digital repositories and self-service tools for marketing collateral access and ordering.

- Implement always-on lead generation ecosystems integrating product and brand campaigns.

- Drive innovative digital and brand initiatives aligned with business growth objectives.

- Manage stakeholder alignment across business leadership, strategy teams, and channel management teams.

- Continuously identify opportunities to enhance seller experience through technology-led solutions.

5. Controls, Compliance & Governance

- Ensure adherence to all marketing governance and compliance processes.

- Drive disciplined budget management, provisioning, and utilization.

- Ensure timely processing of vendor payments and eliminate post-facto procurement deviations.

- Maintain robust documentation and approval processes through designated compliance systems.

- Conduct periodic audits of digital and marketing assets, including website reviews.

- Monitor and improve control scorecard performance.

Team Management: Individual contributor role.

MEASURES OF SUCCESS

1. ROI from channel marketing program

2. Awareness and uptake of campaigns amongst sellers and consumers

3. Leads through lead generation tool and activity

4. Channel marketing internal voice of customer

5. Effective cost management and financial discipline

6. Feedback from stakeholders and cross functional heads

7. Increase in the seller activation and productivity

8. Impact product launches and driving product mix