Senior Marketing Manager

Role Overview:

The Marketing Manager (ATL & Brand Building) will be responsible for planning, executing, and optimizing Above-the-Line (ATL) marketing strategies, including digital marketing, brand building, and consumer & ethical channel campaigns. This role is critical in driving brand awareness and creating a positive brand image that supports overall business growth. The incumbent will focus on building brand equity through digital platforms and traditional media while working closely with the trade marketing manager (BTL) to ensure synergy between ATL and BTL activities. This position requires strong collaboration skills and strategic thinking to ensure consistent brand messaging and effective market impact.

Key Responsibilities:

ATL Strategy Development & Execution

• Develop and implement ATL marketing strategies, including digital marketing, TV, radio, print, and outdoor advertising to enhance brand visibility and engagement.
• Manage digital marketing campaigns across multiple platforms (social media, websites, and SEO/SEM) to drive brand presence and consumer interaction.

Brand Building and Trade & Ethical Channel Management

• Design and execute brand-building activities within ethical channels (e.g., healthcare professionals, hospitals, and industry associations) to establish a credible brand image.
• Leverage ethical marketing initiatives to create a spillover effect, positively influencing trade and consumer perception.

Digital Marketing & Content Strategy

• Develop a robust digital marketing strategy encompassing content creation, social media management, and online advertising.
• Monitor digital campaign performance and adjust tactics to optimize reach and engagement.

Collaboration & Alignment with BTL

• Work closely with the local marketing manager (BTL) to ensure alignment of ATL and BTL activities, maximizing overall campaign impact and synergy.
• Coordinate on joint initiatives to create a cohesive marketing strategy that covers both consumer-facing and trade-facing activities.

Market Research & Consumer Insights

• Conduct market research and analyze consumer insights to identify brand-building opportunities and gaps in current strategies.
• Use data-driven insights to guide strategic decisions and refine marketing activities.

Stakeholder Management

• Collaborate with internal stakeholders (sales, operations) and external partners (agencies, media partners, and digital vendors) to drive successful campaign execution.
• Present marketing plans and results to the regional business manager and senior management.

Budget Planning & Management

• Develop and manage the ATL marketing budget, ensuring efficient allocation of resources across various channels.
• Track spending and campaign ROI, providing regular reports to the regional business manager.

Brand Compliance & Governance

• Ensure all ATL campaigns adhere to brand guidelines and regulatory standards.
• Maintain a consistent and compelling brand message across all ATL channels.

Performance Analysis & Reporting

• Measure and evaluate the effectiveness of ATL campaigns using KPIs such as reach, engagement, and brand equity scores.
• Generate performance reports and actionable insights to inform future strategies.

Qualifications:

• Bachelor’s degree in Marketing, Digital Media, or a related field. An MBA or specialized training in digital marketing would be advantageous.
• Minimum 5-7 years of experience in ATL and brand marketing, with a strong focus on digital marketing.
• Proven track record of managing multi-channel digital campaigns and brand-building activities.
• Experience in the personal care or ethical marketing space is a plus.