The purpose of this role is to safeguard and uphold the integrity of the KQ brand, enhance customer preference and loyalty, and foster brand love. You will analyze markets, propose strategies, and implement them through market research, product development, and advertising. Additionally, you will drive sustainable community development within the KQ network. As part of your responsibilities, you will develop and execute corporate marketing strategies globally, focusing on demand and lead generation. Your role will involve analyzing, proposing, and implementing marketing growth strategies for the KQ brand across online and offline channels. The portfolio includes the full range of the KQ Brand and sub-brands such as KQ Pride, KQ Maintenance & Engineering, KQ Holidays, KQ Charters, among others. Your objective will be to manage brand and advertising efforts to promote the KQ brand, products, and services, thereby driving customer preference, loyalty, and revenue growth.
Detailed Description
Corporate Brand
Serve as the custodian of the KQ Brand throughout the product portfolio.
Plan and execute the brand's look and feel to ensure consistency across KQ products.
Align advertising strategies with the brand's positioning, messaging, naming, and collateral.
Oversee media strategies to ensure effective communication of the KQ brand and its offerings.
Conduct periodic customer surveys to gain insights for business growth.
Develop and implement brand and advertising strategies for new and existing products and services.
Collaborate with the Marketing & Communications team to maintain KQ brand presence in regional markets, ensuring compliance with brand standards.
Global Strategy Formulation
Define, design, develop, and implement marketing strategies to enhance brand awareness, customer preference, loyalty, and corporate revenues worldwide.
Collaborate with stakeholders to establish marketing growth strategies aligned with regional revenue goals.
Plan strategic brand initiatives in coordination with various teams to support the corporate strategy within the assigned region.
Monitor market trends and competitor intelligence to ensure strategies align with market conditions.
Provide written reports on campaign performance and its impact on the bottom line.
Develop and implement creative strategies and media executions with agency partners.
Set and achieve key performance indicators (KPIs) for online and offline channels in the assigned region.
Products
Guide brand application across the entire product range, including IFE, Catering, Fleet, and Duty-free.
Recommend the nature and scope of current and future product lines, evaluating product specifications and requirements.
Assess market competition by comparing KQ products with competitors' offerings.
Obtain product market share through effective product communication strategies.
Manage and execute new route launches in collaboration with sales, advertising, and production teams.
Collaborate with senior leadership and product/service management teams to define and launch innovative solutions targeting various consumer segments.
Demand Creation and Market Stimulation (Corporate Marketing)
Lead the development and implementation of marketing plans aligned with regional objectives.
Provide insights and local context to ensure relevance of marketing plans in the assigned region.
Drive promotional activities through an integrated marketing communication (IMC) approach.
Plan and propose efficient media channels and buys, both online and offline, to achieve desired efficiencies and reach.
Monitor campaign and channel performance using tracking tools and propose necessary actions to meet objectives.
Provide regional sales teams with tools and support for effective marketing of the KQ brand.
Promote the use of direct channels and cross-selling of other KQ products within campaigns.
Monitor in-market campaigns, ensuring adherence to brand guidelines, processes, and timelines, and provide regular tracking and reporting.
Budgetary Control
Develop annual budgets for global brand and sustainability costs.
Monitor and control individual cost center budgets.
Seek partnerships to ensure efficient utilization of budget.
Prepare and implement brand/advertising budgets, monitoring expenditures in alignment with the company's
