Brand Marketing Executive

Roles and Responsibilities

The role holder is responsible for ensuring effective implementation of marketing activities across the relevant focus area: Events, PR, social media, Corporate Communication, etc. to support the marketing strategy and objectives for the portfolio of diverse Sports Brands.

Job Description:

• Work cohesively with all members of the marketing team to create an omni-channel activation plan and drive implementation to maximize brand exposure.
• Assist the function to prepare regular reports and analysis on return on investment (ROI). Monitor and benchmark competitor activities, category trends, and consumer habits in the market, recommending plans and actions to ensure competitive advantage.
• Create and manage periodic communication summary reports of all activities to keep the team abreast of ongoing and completed initiatives.
• Identify activation opportunities across channels and recommend innovative solutions.
• Liaise with internal team members (product team, brand team, etc.) as well as external teams (agencies, influencers, and communities).
• Execute approved social media calendars in line with brand guidelines.
• Craft and liaise on briefs for content creation in line with brand guidelines.
• Coordinate with internal and external stakeholders to ensure smooth execution of sports marketing activities.
• Maintain records related to marketing expenses and regularly update management on budget expenditure and overall costs.
• Proficient user of MS Office (Excel, PPT, etc.).

People Management:

• Define performance goals at the start of the year in discussion with the reporting manager and ensure that the goals are achieved during the course of the year.
• Take ownership of his/her own learning agenda by identifying development needs in consultation with the manager and agreeing on the individual development plan which goes beyond just training and development.
• Keep abreast of professional developments, new techniques, and current issues through continued education and professional growth.

Functional/Technical Competencies:

• Social media management
• Content planning
• Vendor management
• Creative problem-solving

Desired Candidate Profile

1. Brand Strategy Development

• Define Brand Vision and Positioning: Collaborate with senior leadership and marketing teams to define the brand’s vision, mission, values, and unique selling propositions (USPs).
• Target Audience Analysis: Conduct market research to understand customer needs, preferences, and behaviors. Segment the audience and create tailored marketing strategies that resonate with each segment.
• Brand Differentiation: Identify and communicate what sets the brand apart from competitors and ensure that this differentiation is reflected in all marketing materials.

2. Campaign Planning and Execution

• Campaign Strategy: Develop comprehensive marketing campaigns that align with business objectives and enhance brand visibility, including advertising, digital marketing, and promotional strategies.
• Cross-Channel Marketing: Plan and execute marketing activities across various channels, including digital (social media, email, website), traditional (print, TV, radio), and experiential (events, activations).
• Budget Management: Work within a specified marketing budget, ensuring the most effective allocation of resources to achieve campaign goals while maintaining cost-efficiency.

3. Brand Awareness and Recognition

• Increase Brand Visibility: Implement strategies to raise brand awareness through a variety of media, including advertising, public relations, content marketing, and influencer partnerships.
• Monitor Brand Perception: Track customer perceptions and brand sentiment through surveys, reviews, and social listening, ensuring that the brand maintains a positive public image.
• Partnerships and Sponsorships: Identify and secure partnerships with other brands, influencers, or events that can help extend brand reach and recognition.

4. Content Creation and Communication

• Content Development: Create and curate compelling content that reflects the brand’s voice, including blog posts, videos, graphics, and social media posts.
• Consistency Across Touchpoints: Ensure brand consistency across all content, from digital platforms to physical assets like packaging, store displays, and promotional materials.
• Messaging: Develop key messaging that communicates the brand’s values, products, and services effectively to the target audience.

5. Market Research and Analysis

• Competitor Analysis: Continuously monitor and analyze competitors’ branding, marketing tactics, and market trends to identify opportunities and threats.
• Customer Insights: Gather and analyze customer feedback, behaviors, and preferences to shape brand messaging and strategies.
• Performance Tracking: Use analytics tools to assess the effectiveness of brand campaigns and adjust strategies based on performance data, such as engagement rates, reach, and ROI.

6. Brand Guidelines and Governance

• Brand Guidelines Development: Create and maintain comprehensive brand guidelines that define the brand’s tone, visual identity, and messaging standards to ensure consistency across all touchpoints.
• Brand Training: Educate internal teams, partners, and stakeholders on the brand guidelines to maintain a unified and consistent brand image.
• Quality Control: Review and approve brand-related materials, ensuring they align with brand guidelines and uphold the company’s standards.