Job Description
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Digital mandate</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333"> for paid marketing brand campaigns with complete ownership of brand digital marketing budget.</span></span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Plan integrated brand campaigns</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333"> and develop effective digital strategies and monitor the results of the same. </span></span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Build a strong Digital Marketing strategy</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333"> to help brands reach their target audience at scale to deliver growth at optimum costs</span></span></span></span></span></span></li>
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<li style="border:none"><span style="font-size:11pt"><span style="color:#333333"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt"><span style="background:white">Lead the planning, development, and execution of comprehensive digital media strategies to Drive customer acquisition, engagement, and retention.</span></span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:#333333"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt"><span style="background:white">Collaborate with creative, content, and e-commerce teams to align messaging and campaigns with business goals.</span></span></span></span></span></span></li>
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Measure, optimise and report</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333"> performance of all digital marketing campaigns and assess against goals (ROI and KPIs) </span></span></span></span></span></span></li>
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<li style="border:none"><span style="font-size:11pt"><span style="color:#333333"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt"><span style="background:white">Oversee paid media campaigns (search, GMB, social, display, programmatic) to optimize ROI and reach target audiences effectively.</span></span></span></span></span></span></li>
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Performance Analytics & Reporting:</span></span></span></b></span></span></span></li>
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<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Use <b>Google Analytics</b> and other digital marketing tools to analyze the performance of campaigns and drive data-driven decisions.</span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Monitor and report key performance metrics</span><span style="font-size:12.0pt">(time sp</span><span style="font-size:12.0pt">to inform future strategies.</span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Implement A/B testing and optimization initiatives to improve campaign effectiveness.</span></span></span></span></span></li>
</ul>
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Store Traffic & Retail Growth (COCO & FOCO)</span></span></span></b></span></span></span></li>
</ul>
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<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Build and run <b>hyperlocal media plans</b> (Google PMax for store goals, Local campaigns, Meta reach/lead, Maps & call-driving formats) to increase <b>store visits, calls, and direction clicks</b> per outlet.</span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Own <b>Google Business Profile</b> hygiene & growth (posts, offers, photos, Q&A), ensure correct NAP, categories, UTM tracking, and <b>weekly ranking uplift</b> for “near me” queries.</span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Plan <b>store event bursts</b> (openings, weekends, influencer drop-ins) with precise geo-fencing and retail co-op budgets; align with OOH/BTL for last-mile impact.</span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Partner with Retail Ops to translate demand into <b>staffing, slotting, and offer</b> readiness; publish a <b>weekly store traffic scorecard</b> (footfall, CVR, ASP).</span></span></span></span></span></li>
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<li style="border:none; margin-bottom:19px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Reviews & Reputation (COCO & FOCO)</span></span></span></b></span></span></span></li>
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<li style="border:none; margin-bottom:11px"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Own a <b>Reviews Playbook</b>: post-purchase journeys (WhatsApp/SMS/email) to <b>request reviews</b>, smart deep-links to GBP, and <b>in-store QR prompts</b>.</span></span></span></span></span></li>
<li style="border:none; margin-bottom:11px"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Drive <b>rating uplift</b> and review <b>velocity</b> per store with monthly targets; ensure <b><24h response SLAs</b> to reviews and coordinated service escalations with CX.</span></span></span></span></span></li>
<li style="border:none; margin-bottom:11px"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Report <b>store-wise league tables</b>—rating, new reviews, response time—and run <b>monthly review sprints</b> with retail partners</span></span></span></span></span></li>
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<li style="border:none; margin-top:19px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Identify trends and insights</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333"> and optimize budget and plans based on the insights.</span></span></span><br />
<span style="font-size:12.0pt"><span style="color:#333333"><span style="background:white">Identify and lead test & learns and growth strategies with sound logic and clearly defined recommendation across all digital platforms. </span></span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Evaluate emerging technologies</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">. Provide thought leadership and perspective for adoption where appropriate</span></span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Manage external agency</span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333"> / partner relationships.</span></span></span> </span></span></span></li>
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<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Work closely with digital media agencies to manage campaigns, performance, and budgets.</span></span></span></span></span></li>
<li style="border:none"><span style="font-size:11pt"><span style="color:black"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt">Ensure clear communication and coordination between internal teams and external partners.</span></span></span></span></span></li>
</ul>
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Collaborate </span></span></span></b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">with performance marketing teams to & ensure social campaigns impact the customer funnels </span></span></span></span></span></span></li>
<li style="border:none; margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="color:black">UI/UX Improvements</span></span></b><span style="font-size:12.0pt"><span style="color:black">: Collaborate with development and design teams to refine UI/UX across digital platforms, ensuring an intuitive and seamless customer experience.</span></span></span></span></span></li>
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<p style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Critical Requirement – </span></span></span></b></span></span></span></p>
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Strong expertise in digital media buying and ad placements, with hands-on experience managing campaigns across Meta, Google, and related platforms.</span></span></span></span></span></span></li>
</ul>
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<li style="border:none"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Develop and implement robust measurement and optimization strategies for all brand digital efforts, including ADH, Marketing Mix Modeling, Multi-Touch Attribution, and Lift studies.</span></span></span></span></span></span></li>
</ul>
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<li style="border:none; margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span style="font-size:12.0pt"><span style="background:white"><span style="color:#333333">Lead the Marketing-Tech roadmap, working closely with CX, CRM, IT teams and external parties to drive seamless integration</span></span></span></span></span></span></li>
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