Edenred, Best Loyalty Programs India, Loyalty Rewards Company

Director of Marketing

Job Category: Marketing
Job Type: Full Time
Job Location: Mumbai Noida

Edenred is a pioneer, a tech leader and the everyday companion for people at work across more than 46 countries. Our 10,000 employees are committed to making the world of work a better place for all, one that is safer, more efficient and more user-friendly. At Edenred, our passion for customers, respect, imagination, simplicity and entrepreneurial spirit are our values. For anyone who needs to vibe in their professional life, we are the best place for you to work and grow.
In 2019, thanks to its global technology assets, the Group managed €31 billion in business volume, primarily carried out via mobile applications, online platforms and cards.

Edenred is listed on the Euronext Paris stock exchange and included in the following indices: CAC Next 20, FTSE4Good, DJSI Europe and MSCI Europe.

Edenred India is an established player in providing platform and non platform solutions in the space of Loyalty, Rewards. Our platform solutions are used by clients to manage their channel, Customer & employee reward programs hence helping our customers to improve throughput of sales, improve product usage and enable Employee retention. In our journey ahead we plan to develop and scale up on the offerings and become market leader in this space.

YOU WILL VIBE WITH US The Director of Marketing role’s main mission is to create and execute marketing strategy and communication in order to support the development and growth of business of Edenred in India.

the Marketing Director’s scope of responsibilities are following:
Lead Generation
− Generate and increase leads to identify potential opportunities for our rewards business solutions and platforms by building inbound and outbound strategy.
− Creating overarching strategies for SEO, SEA, and email marketing to attract and engage target audiences effectively.
− Overseeing the execution of SEO campaigns, SEA campaigns (such as Google Ads), and email marketing campaigns, ensuring they align with overall marketing goals and objectives.
− Analyzing performance metrics such as the Edenred India website traffic, keyword rankings, ad performance, open rates, click-through rates, and conversion rates to evaluate the effectiveness of inbound lead generation efforts.
− Overseeing the execution of outbound lead generation campaigns, including the creation of messaging, content, and creative assets.
− Identifying and researching potential leads through various sources such as industry directories & events, social media, and professional networks, database procurement.
− Collaborate closely with the sales team to ensure seamless lead handoff and follow-up.
− Monitoring and analyzing key performance indicators (KPIs) such as response rates, conversion rates, and ROI to assess the effectiveness of lead generation efforts.

Developing Marketing outreach for existing customers
− Develop, monitor and enhance client outreach to support and help Farming teams for up sell and cross sell offerings of Edenred India
− Implement customer outreach programs showcasing Edenred India’s capabilities to ensure enhancement in revenue generation activities.
 NPS of Clients and Merchants
− Support in execution of NPS surveys and data collection periodically at a defined cadence.
− Understanding Customer & Merchant Sentiment: Analyzing NPS data to gauge client and merchant satisfaction and identify areas for improvement.
− Cross-Functional Collaboration: Working closely with product, sales, and customer service teams to address feedback and improve overall experience.
− Measuring Impact: Tracking the impact of initiatives on NPS scores and other key metrics to assess effectiveness and make data-driven decisions for continuous improvement.
− Communication and Reporting: Communicating NPS trends and insights to stakeholders across the organization and providing regular updates on progress towards improving customer satisfaction.

Brand Building
− Developing a clear and compelling brand strategy that aligns with the company’s overall goals and values.
− Identifying target audiences, market positioning, and key messages that differentiate the brand from competitors.
− Crafting cohesive brand messaging that resonates with target audiences and communicates the brand’s value proposition.
− Using storytelling techniques to create connections with clients and merchants and convey the brand’s narrative effectively.
− Monitoring brand mentions and sentiment across online and offline channels to assess brand perception and identify potential reputation risks.
− PR & External Communications: expanding the awareness of offerings of Edenred India
On existing platforms for lines of business like ERM, PRM and the rewards platform i.e Ticket Express.

 Promote and develop marketing and communication:
− Plan, oversee, and execute marketing campaigns across various channels, including digital, traditional, and social media. Ensure messaging is compelling and resonates with the target audience.
− Provide Sales teams with the necessary tools, resources, and training to effectively engage with leads and prospects. Equip them with sales collateral, presentations, and product knowledge to support their efforts.
− Facilitate customer and market research, methodology and integrate findings in communication messages and marketing supports of findings.
− Define and execute marketing efforts for Edenred India’s product’s go-to-market plan.
− Developing and implementing strategies to ensure effective communication within the organization, support HR Department in collaterals, key messages and internal communication production.

 Marketing Spends (ROI)
− Develop a reliable and cost efficient network of agencies and partners
− Measure, track and report the ROI on overall marketing spends wrt to inbound and outbound marketing campaigns, Lead generation efforts.
− Develop, optimize and track the marketing and communication budget in line to the organizational plan.
− Review and refine the analysis of the performance of promotions and events campaigns.
− Help in driving Sales excellence in line to the organizational plans.
− Drive Excellence in Marketing

Who you are :
 Professional experience
− 10+ years of relevant experience in corporate, product and lead Generation Marketing
− Experience of managing several projects simultaneously on complex topics
− Education: Master’s degree (MBA, Mass Communication) or higher

Technical skills
− Complex project management
− Product development
− Omnichannel marketing agency management
− Corporate strategy
− Market and value chain analysis
− Issue analysis
− Oral and written communication
− Fluent in English
− Digital first and offline (press, OOH, PR) experience.

 Soft skills
− Excellent communication
− Rigorous & organized with a proactive mind set
− Curious and hands-on (roll up your sleeves), collaborative style of working.
− Confidence and independence to express opinions to global, regional and local management.
− Autonomous with the ability to make and implement decisions.
− Customer oriented with a passion to delight both the internal and the external customer.
− Respect to the multi-cultural nature of the organization, and the ability to work with an exciting and diverse community.

Marketing Director will interact with
− All departments’ members and heads of Edenred India: IT, Sales, Accounts, Product, Finance, HR
− Functional Marketing and product heads & strategy head in at Regional and Global
− External stakeholders
− Communication partners: Press agency, Online marketing agency, designer, journalists, etc.
− Public Relations: Consulting partners, associations of merchants

Apr 2024

Location: Mumbai / Delhi (NCR)
Report Line: Chief Operating Officer, Accentiv, India

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