Erum Kidwai

As Senior Vice President Marketing I am responsible for : Brand Digital marketing Channel marketing Contests R&R Cx management Communication

As Sr Vice President Marketing I was responsible for : Brand Digital Marketing Channel marketing Contests R&R Brand associations Cx management Communication

As VP Marketing and head of contest R&R I am responsible for increasing brand awareness and consideration scores through all business initiatives and campaigns (including contests and R&R) to assist the company in achieving business objectives. The work involves working with the sales channels to identify, target and then work on key performance areas to help build distribution and increase prospect base to acquire new business. This involves end to end planning, execution and tracking of all projects and programs to increase brand awareness visibility and prospecting opportunities for all our sales teams-Digital, Banca, Agency and Group. My team is directly responsible for marketing communication, brand awareness, contests and R&R, business programs, product marketing, BTL & POS activation, branding, sponsorship, digital & customer connect projects.

As AVP and Verticle Head for brand activation , I was responsible for all branding and activation initiatives including ATL, BTL and retail branding. Main KRA of my team was to increase brand awareness and recall pan India through various customer communication programs. Some other KRAs were: Retail branding at 2000 + Canara and OBC branches Achieve desired awareness scores through a mix of Media vehicles : TV, Outdoor & Digital Activation events : Retail In branch branding & merchandising for the 3 partner banks Customer contact events & Direct marketing projects

Was In-charge of marketing in North Zone and my main responsibilities were: Conducting Marketing communication initiatives through consumer contact programs and tie-ups. Enhancing brand visibility in the zone through execution of outdoor campaigns (Hoardings) and local initiatives like cross promotion events and OOH branding. Handling PR and internal communication for the Zone (from Delhi). Conceptualizing, planning and organizing brand activation programs (lead generation) for sales channels in each region depending upon season, focus and requirement. Assisting in Market Research initiatives aimed at improving productivity and efficiency of the company. Handling Direct Marketing initiatives for HDFC bank as a channel. Achievements: Carried out a comprehensive market research study on New branch launch efficacy and assisted HO team in a research project on new product development. Successfully organized more than 400 customer contact programs, generating 15 lac + leads in 2 years. PR activation for Delhi and UP region, through 5 successful road shows. Launched 17 new branch offices in the zone. Performance acknowledged by the company in the form of profile enhancement to handle the entire north Zone from a single (U.P.) region.

As category head for Education times in UP my responsibilities were: Selling customized media solutions to advertisers for The Times of India Group. Key result area was Brand Management, direct selling and customer service. Extensive marketing of the Brand, Times of India, and developing new advertising Clients (local and corporate) in the market. Planning and executing outdoors promotional and brand building events for city centric brands like Education Times & Lucknow Times. Formulating and executing special evaluation, incentive and promotion schemes for our channel sales members. Media Planning and client servicing. Regular monitoring and coordination with the sub-offices (Kanpur, Varanasi and Allahabad) for advertising and promotional campaigns, to help achieve their individual targets. ACHIEVEMENTS Joined the company as a Trainee. Was confirmed as an Officer within 6 months and promoted to the rank of Senior Officer after 18 months of joining. Was the youngest Asst. Manager in TOI-lucknow. Achieved & exceeded annual individual and category targets every year for 4 consecutive years. Planned and executed out of the box brand promotional campaigns and on ground activities, with corporate clients like 'Dominos', 'Revlon', NIIT, 'Avon' and 'L.G.' for the first time in Lucknow.