General Manager/Deputy General Manager - Influencer Management

Influencer Management - DGM/GM

New Role: Influencer Management | Paints | Delhi/NCR

Our client is one of India 100+years legacy conglomerate public limited business house. Our client has venture into new business - decorative Paints.

Key Responsibilities: Responsible for field marketing support for launch of paints portfolio in the retail business

Demand Generation :

- Design & execute Painting Contractor connect Modules with Marketing Head. These modules will target scale of engagement with painting contractors

- Drive implementation of all market development modules as well as review effectiveness of the same with respect to execution/content in the field

- Support in product trials in the market

- Design sampling / application programme to promote product trials and proliferation

- Providing feedback to R&D for new product development / re-engineering of products basis market feedback from applicators / painters

- Designing complaint resolution module

- End-to-end design of customer complaint resolution process to be mapped and executed with SLAs - deploying back-end and front-end support

User Loyalty & Reward Program :

- Work with loyalty team to design reward program for Painting Contractors to meet paints division business objectives

- Undertake developments for new platform / program needs

User Engagements and Training :

- Conceptualize & execute Social Engagement with Painting Contractors & painters to build relationship beyond commercial transactions

- Plan and implement training programs for skill development of Masons, Painters, Civil Contractors, Painting Contractors, etc.

User Loyalty and BTL Budget management :

- Work with Marketing head to Prepare & Manage Budget for Field marketing & BTL activities

- Conduct & prepare for monthly reviews to check the level of spend Vs plan & effectiveness of spend

- IT enablement & Database management & dashboarding:

- Develop Scope for IT dashboards/ interfaces on various programs or platforms and drive execution through partnership IT/ CDO and launch interfaces effectively for front line sales & CTS team

- User Database management via influencer profiling, and Timely clean-up by engaging with field team for intelligent database utilization for different BTL activities, thereby driving effectiveness

Digital Marketing :

- Work with Marketing Head & Brand managers to develop & execute Digital marketing campaigns for influencing behavior change for painting contractors

- In-sighting

- Provide inputs & insights for the development of market development modules

- Driving market research / insight projects targeted at end consumers & users / influencers as per business needs and ensure effective usage / implementation of key findings and recommendations

- Training & Scorecard for Field Team

- Training & Capability building of Field Team (Sales as well as CTS team) to successfully implement influencer level initiatives in their respective markets

- Create & Track Scorecard with relevant KPIs for sales & CTS team

Suitable Profile:

- Around 10-15 years of experience in Field Marketing & Market Development with a focus on influencer life-cycle management in the Paints industry

- Sound technical, product and application knowledge

- Strong strategic outlook with execution skills

- Inter-personal and team management skills

- Strong written and oral communication skills

Ritu Agarwal