Karan, MBA in Marketing and International Business from the Symbiosis Institute of International Business(SIIB), Pune is currently associated with American Express Banking Corporation* and leading the Corporate Marketing and Brand Strategy of corporate payments business.
He started his post MBA career with Citibank India and after having spent 5 years across 3 roles, he has acquired significant exposure across domains: Product Management, Customer Engagement, P/L Handling, Branding, Advertising, Market Research, Category Management, Digital Marketing Strategies, Relationship Management, Wealth Management & Portfolio Analysis. Continue Reading
Leading the Corporate Marketing and Brand Strategy for the highest revenue generator business : Global Corporate Payments (GCP) for AEBC India.
Day starts with reviewing the ongoing status reports across campaigns and projects and the framework attached to it. While I try to manage the first half in clearing and organizing emails; agency meetings (both creative and media) which happen almost on a daily basis.
We also get a chance to meet professionals from top media publication houses, event marketing companies and digital leaders. As a banking industry we need to be careful of what we are communicating to a number of stakeholders, and this needs to be managed to ensure that all the campaigns are delivered on time to create maximum bang for the bucks being spent.
And we do usual coffee catch ups, checking on what the competitors are doing and above all a lot of reading and data analysis to help give us insights about our consumers - both in spending volumes and the places/categories they are spending on.
Stakeholder management is one thing where most of marketing manager face challenges. You have to make sure that all stakeholders are aligned with your business strategy.
Connect and network and at the same continue updating your skill set.
I like to follow :
Samsung - @Samsung_IN , IndiGo -@IndiGo6E , Coca Cola - @CocaCola ,Heineken’s - @Heineken,
Puma - @PUMA & Starbucks - @Starbucks
Questions You Need to Ask yourself
Self-driven, strong analytical, interpersonal skills, willingness to learn & unlearn things on the job. With that you must have strong desire to succeed and yet being grounded always.
Interesting people and teams to work with who can make you do so much and learn as much.
Managing expectations of consumers, stakeholders and yourself.
Being interested is not enough. You need to be committed 100% else you will never do justice – to the job and to yourself.
I would want to pick a Non-Amex /Non-Citibank product here. I always get fascinated how people across the world can drink water or sugary water with some fizz attached to it. Coke does this in a way beyond imagination and the reason why it works well across the globe is their ability to connect at all levels.
Brand promise – Their central promise is to refresh the world in mind, body & spirit and inspire moments of optimism; to create value and make a difference.
Target Audience – Theoretically, everyone is their TG but focus TG is b/w 12-30 years of age, though of late they have touched upon almost all age groups. The messaging is always positive filled with a strong vibe to do more, better and is always community driven.
Typical day of a Marketing Manager
Suggestions to acquire skills for a Brand Manager role
Skills required to become a Marketing Manager
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