Head of Digital Marketing | Tata Passenger Electric Mobility Limited

Company Name: Tata Passenger Electric Mobility (TPEM)

Position Title: Lead- Digital Marketing, TPEM

Grade / Designation: L4 / DGM, Marketing

Criticality of the role to the business

As digital is lead source of enquiries and plays a critical role in the customer lifecycle management, this role is extremely crucial to the EV business and EV marketing

Objectives
• To develop digital marketing scope by designing and implementing projects to enhance brand imagery and build a strong pipeline of customers.
• Drive market share and generate revenue growth from digital commerce by acquiring new customer and retaining current owners
• Device techniques such as Hyperlocal to drive digital demand generation. Leverage data and new technology to drive Marketing efficiency.
• Manage social footprint and ensure favourable online reputation for the Brand.

Major Deliverables

Develop digital strategy to build a seamless Digital funnel to enhance Brand imagery, customer experience and maximise revenue growth
• Create end-to-end digital customer experience working together with Internal and external stakeholders
• Responsible for overall vision and requirements to match needs of Business / Commercial function
• Design and develop Loyalty and Engagement project with Tata Digital / other partners

Manage Social Media & ORM to enhance Brand reputation and Build Brand Imagery in line with Corporate Brand Positioning
• Manage TPEM’s social media landscape by creating an engaged community
• Creation and curation of digital content tailored for digital audience
• Manage ORM process with the involvement of departments like Product marketing customer experience, customer service, plant team and update the ORM process versions as it gets matured and need based
• Monitor TAT's and ensure response times are maintained

Hyperlocal Demand Generation
• Develop Hyperlocal Marketing practices working together with Sales, Network teams as well as External partners
• Generate high quality Enquiries to convert into Leads and Sales
• Create customer engagement activities focused on New customer acquisition & Existing customer retention

Provide Best in Class Customer Experience across Digital Assets
• Provide Omni channel digital customer experience to increase loyalty and acquire new customers
• Drive quality engagement on TPEM’s digital assets and generate quality leads
• Ensure process to nurture and treat leads to ensure high conversion to sales
• Develop customisation and commerce to demonstrate revenue growth from digital
• Develop digital tools to transform the customer experience in dealers

Manage Data & Analytics to ensure proactive engagement with current and future customers
• Develop data culture within TPEM
• Increase share of wallet from customers during the life cycle of ownership
• Leverage data projects to generate actionable insights in customer acquisition and retention programs

Manage optimal presence on Digital Media to ensure Brand/Product Awareness is positively influenced
• Plan & Manage the distribution of digital media budget across digital channels to create Awareness and Purchase Intention
• Devise Media campaigns to address the priorities of business
• Monitor the digital spends through various channels and ensure proper optimisation of the spends with the desired ROI
• Lead exploration of emerging media channels to grow the business.
• Provide direction to the digital agency and approve the campaign, basis the brief given

Selection & day to day management of digital agency for TPEM
• On-boarding & management of external agencies to support executing digital marketing campaigns
• Monitor the performance of the digital agencies to ensure we leverage the full potential of our partners

Function / Domain: Marketing

Reporting To: Head, Consumer Marketing, TPEM

What kind of future roles does this prepare the TAS manager for? Digital / marketing lead for any customer facing, digital forward brand.

Place of Posting: Mumbai, India