Marketing Manager

About The Baker's Dozen:
• We are India’s largest artisan bakery, with our products being sold across more than 30 cities including Mumbai, Pune, Delhi-NCR, Bangalore, Hyderabad, Kolkata, Ahmedabad, Baroda Surat through more than 500 touchpoints (own stores and partnerships with large modern trade formats, e-commerce partners and high-end general trade stores).
• Our products are made with fully natural ingredients, with no preservatives, 100% wholewheat with 0% plain white wheat. We pack our products in a unique packaging technology that ensures longer shelf life without adding any preservatives.
• We operate a chain of our own stores with a rapidly expanding footprint across the country
• In addition, we are one of the strongest brands in the Bakery category on Swiggy, Zomato, Quick Commerce platforms and on Big Basket, Milk Basket, Supr Daily for the above-mentioned cities.
• We are the largest bakery supplier to Nature's Basket stores pan-India and one of the largest branded suppliers to Future group (Big Bazaar, FoodHall, and Hypercity stores) etc.
• We have a 30000 sq ft state-of-the-art manufacturing facility with European equipment near Ahmedabad, Gujarat.
• Our founders are from IIM Ahmedabad, Le Cordon Bleu-Paris, and French Culinary Institute-New York.

Website: http://www.thebakersdozen.in

JOB DESCRIPTION

MARKETING MANAGER

Experience

Min. 2 years

Department

Marketing

CTC

As per industry standards

Reporting to

Co-founder

Location

Ahmedabad

Travel

NA

JOB PURPOSE

If you live and breathe marketing, we want to talk to you. We are looking for a Marketing Manager to develop, implement, track and optimize our marketing campaigns across all channels - offline such as our stores and retail partners and online such as our website, social media and other e-commerce partners.

As the Marketing Manager, you will be responsible for overseeing the planning, development, and execution of an organization's marketing and advertising initiatives. You are expected to have in-depth marketing experience and passion for brand building, eCommerce, digital technologies and retail consumer behavior. You will work closely with different teams, to ensure consistency through all digital and offline marketing channels and integrated programs. You should also provide forward-thinking ideas to build a high performing offline and digital distribution channel and maintain a strong company brand presence. Ultimately, you should be able to drive all marketing efforts to achieve all business objectives.

The primary responsibility is to generate revenue by increasing sales through successful marketing for the entire organization, using market research, pricing, product marketing, marketing communications, advertising, partner management and public relations.

KEY ROLES AND RESPONSIBILITIES
• Be accountable for all activities and performance of the marketing department including performance marketing, growth metrics, brand building and brand reputation
• Initiate and implement measurable strategies that aid in driving the business’s revenue goals and increasing awareness at all levels of the business’s reach
• Responsible to undertake research and development and create plans and strategies that will have a vast consumer outreach reflecting the targeting, segmentation, and value proposition development of the business
• Responsible for ensuring clear communication within the marketing department as well as other departments
• Play a leading role in ensuring omni-channel presence be it via traditional means or in ensuring the establishment of first-class web presence that will drive aggressive awareness for the business and significantly assist in the acquisition and retention of the business’s consumers
• Evaluate online marketing performance and leads the marketing team in creating excellent web and social media presence that enables the awareness of the business/brand to spread virality
• Play a leading role in the development of innovative campaigns that will increase quality spectators with a view of turning them into loyal consumers
• Ensure that the brand’s story is communicated creatively and dramatically to attract consumer attention and create a top-of-mind recall

JOB DESCRIPTION
• Build and execute a clear and concise marketing roadmap
• Coordinating marketing strategies with the sales, financial, public relations, and production departments
• Working closely with the social media and PR agencies and making annual, monthly and quarterly plans
• Set up the D2C marketing strategy to drive acquisition and retention of customers
• Setup personalized customer journeys through data
• Gather consumer insights to identify personas, segmentations, and opportunities
• Develop specific campaigns to create and maintain high levels of customer engagement
• Manage and improve online content, considering SEO, Google Analytics and Brand guidelines
• Liaise with Product, Design and Sales directors to increase customer satisfaction through cohesive strategies, ultimately with the aim to improve segment targeting
• Collaborate with Retail team to build 360 marketing program aligned with the overall customer journey
• Work closely with Category team to develop strategies campaigns to forecast sales performance trends and increase awareness and market share, while balancing customer satisfaction
• Monitor competition and provide ideas to differentiate website and retail stores
• Develop the brand identity, its unique value proposition and presence over digital and offline channels
• Manage all digital marketing channels (e.g. website, blogs, digital advertising platforms and social media) to ensure brand consistency and effective conversions
• Effective tracking of ROAS and KPIs and management of budget/opex
• Stay up to date with marketing and digital technology developments
• Developing and managing the marketing department's budget
• Preparing and presenting quarterly and annual reports to senior management
• Promoting our brand at customer exhibitions, trade shows and major industry-related events

MEASURABLE KRAs
• Revenue Growth across channels (D2C, Trade, Marketplace)
• Customer Growth (Organic, Paid Orders)
• Brand Awareness Share of Voice (Brand, PR Social)
• CRM (Engagement Rate by Channel, Open Rates CTRs)
• NPS/CSAT Score
• Marketing CLTV, ROAS, Conversion Rate, Burn Rate, Share of GMV (Own CM2 per order)
• CAC, LTV/CAC (New Returning Users)
• User Retention (M1/M3/M6/M12)

SKILL REQUIREMENTS
• Bachelor's degree in marketing, business administration, or similar
• A master's degree in a relevant field will be advantageous
• Extensive knowledge of marketing strategies, channels, and branding
• Strong leadership, communication, and collaboration abilities
• Exceptional analytical and problem-solving skills
• Strong time management, people management and organizational abilities
• Should have worked with a D2C / FMCG brand
• 2 years of prior experience in a similar role as well as experience building effective multi-channel marketing strategies Read more