JOB FUNCTION

This position is within Kohler India private Limited with Marketing communication Division, headquartered in Gurgaon, India.

Roles & Responsibilities

• Drive digital roadmap for the brand Establish a strategic direction for the brand and ensure the underlying digital capability to execute best in class digital campaigns and support the digital ambitions of the brand.
• Ideate, Execute, and Evaluate Marketing Communications strategies across all media for Brand Kohler.
• Hand on experience in running YouTube Ads, Programmatic Ads, DV 360, Facebook and Instagram Ads, Pinterest Ads, LinkedIn Ads, Bing Ads.
• Experience with executing Compelling Search Ads as a differentiator from the category and competition
• Experience with Search Engine Optimization (SEO) for premium luxury brands
• Social Media Marketing and understanding of the latest trends and ad formats
• Experience with TV Ads, Print Ads, Cinema Ads and OOH
• Handling and Improving Google My Business Listings and visibility for dealer partners
• Omnichannel Marketing experience to tie up a 360 degree consumer journey where they can explore either online or offline and can also convert either online or offline
• D2C campaigns – We have our own D2C site on which we need to drive relevant traffic and enquiries via Digital campaigns across various avenues and content creation for listings to optimize for ROAS and CAC.
• Budget planning and Experience with handling 60Cr+ of media budget
• Strong Tech and Analytics background with experience of liaising with creative and tech teams for campaigns and analysis of Google Analytics and Adobe Analytics data
• Online Reputation Management (ORM) experience
• Commissioning of Brand Track report and working closely to improve the Brand Track score conducted on a yearly basis to quantify Brand Awareness and Consideration.
• Competition Benchmarking to stay ahead of the curve
• Identification of newer media avenues to build brand Kohler and reach out to it’s core TG
• Understanding of CRM systems like Salesforce and Clevertap and ability to map journeys and mount campaigns on them to reach out to Kohler customers
• This includes working on the end-to-end customer journey to drive a best-in-class experience from running marketing campaigns, alignment on landing pages and customer journeys online and offline.
  
  

Specific Responsibilities

• Improving TOMA (Top of Mind Awareness) and Consideration scores Y-o-Y in key Kohler markets, measured in the annual Brand Track study.
• Improving Branded Search Queries (BSQ) scores on Google Search month on month
• Execution of brand marketing strategies across media with key KPIs of improving Cost per new user (CPNU), CPCV (Cost per completed video view), VTR (View Through Rate), Remarketing Reach & Frequency
• Campaign handling and optimization for growing D2C revenue Y-o-Y with a key eye on improving ROAS and CAC as metrics.
• Campaign calendar and budget planning for the year keeping in mind the spikes-based industry cycle
• Delivering on brand metrics across the funnel- Discover, Awareness, Engagement, Consideration, Conversions & organic reach increase
• Improving Organic Traffic with SEO efforts and owning the on page and off page SEO content strategy
• Responsible for enhancing customer journey experience, Content enrichment & UI/UX
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption wherever appropriate.
• Devise & run an overarching acquisition strategy – CDM / defining targeting cohorts / use re- marketing/re-targeting.
• Monitor ORM team (via vendor) for customer escalations and resolution
• Examine consumer digital search data from agencies like google & gather insights to develop the content in accordance with customer requirement.
• Work closely with Marketing Analytics and Business Intelligence teams to identify and convert data analysis into actionable insights for customer acquisition.
• Ability to guide the agency in creating the right communication strategy across the different funnels – top, middle, bottom
• Understanding of different strategy to be deployed at each funnel and its goal in the consumer journey.
  
  

KEY INTERACTIONS

• Work closely with marketing agencies (Digital Media, Offline Media, Creatives, SEO, Tech, GMB, Analytics) for campaign execution, creative adapts, ads campaign management
• Liaison with internal product and channel marketing team for content creation for D2C and with D2C revenue team for campaigns
• Work closely with Kohler Finance team for budgeting
• Work closely with Google and Meta teams to drive higher deliverables, betas for the brand
  
  

Education And Experience Requirements

• Must possess good communication and interpersonal skills
• 5-7 years of overall experience
• Exhibit Ownership of end-to-end process and deliverables
• Drive other teams to deliver on KPIs and work with them for the same
• Assertive where needed
• Analytical and Data driven
• Maintain highest level of integrity and expect/promote the same from supporting staff