Lead MH and Branding Copper

The Lead MH Copper at Birla Copper plays a pivotal role in driving Mission Happiness (MH) principles within the Copper Sales & Marketing function. This role is responsible for fostering a customer-centric culture, understanding customer needs, and developing innovative marketing and branding strategies to deliver exceptional solutions that delight customers.

Job Context

Hindalco’s copper division, Birla Copper, operates one of the largest single location custom copper smelters in the world. The custom copper smelter at Dahej in the state of Gujarat (west coast of India) houses three copper smelters, three refineries, two rod plants, a captive power plant, a captive oxygen plant, phosphoric acid plant, di-ammonium phosphate plant, precious metal recovery plant, captive jetty and other utilities.

Hindalco produces LME grade copper cathodes, continuous cast copper rods in various sizes, and precious metals like gold and silver. Hindalco is one of the major manufacturers of 19.6mm diameter copper rods, which is used for railway electrification. The co-product, sulphuric acid, is partly utilised to produce phosphoric acid and fertilisers like di-ammonium phosphate (DAP).

Birla Copper currently enjoys the status of market leader in the market; however, impending competitions may shake the market landscape. So, in order to maintain the status as market leader it is important that proactive steps are taken, and the copper metal industry is undergoing significant transformations due to evolving market dynamics, technological advancements, regulatory changes, and global competition. In this context, the incumbent will work closely with stakeholders across the organization to gather market intelligence, monitor competitive landscapes, and identify opportunities and threats impacting the industry.

Birla Copper caters to more than 300 customers in the Copper stream. With increasing supply and demand, it is important that Birla Copper ensures a strong bond between customers & business and engagement with customers and that demand outgrows supply through greater adoption at the consumer and customer level. The business is price sensitive and therefore it is important to build a strong customer relationship to ensure that customers stick to Hindalco as their preferred source of supply. This would require understanding and analyzing customer behavior, mapping customer journeys, designing appropriate solutions, testing and implementation of solutions developed and feedback mechanisms. A well-coordinated plan of action which is goal congruent can help build a strong customer centric organization which can enable creation and long-term retention of existing and potential customers in the business.

Key Result Areas

KRA Supporting Actions

KRA1 Performance Monitoring

• Track and analyze key performance indicators (KPIs) such as customer satisfaction scores, market share, and revenue growth to evaluate the effectiveness of marketing initiatives.
• Implement tools and processes for gathering customer feedback, conducting surveys, and monitoring customer satisfaction metrics.

KRA10 Performance Monitoring

• Track and analyze key performance indicators (KPIs) such as customer satisfaction scores, market share, and revenue growth to evaluate the effectiveness of marketing initiatives.
• Implement tools and processes for gathering customer feedback, conducting surveys, and monitoring customer satisfaction metrics.

KRA11 Continuous Improvement

• Continuously assess and refine marketing strategies, tactics, and processes to optimize performance and achieve MH objectives.
• Cultivate a customer-centric culture within the organization by promoting MH principles, values, and behaviors among employees at all levels.

KRA2 Continuous Improvement

• Continuously assess and refine marketing strategies, tactics, and processes to optimize performance and achieve MH objectives.
• Cultivate a customer-centric culture within the organization by promoting MH principles, values, and behaviors among employees at all levels.

KRA3 Customer Insights

• Gather and analyze customer feedback, market trends, and industry insights to gain a deep understanding of customer needs and preferences.
• Conduct regular market research and competitor analysis to stay informed about industry trends, customer preferences, and competitive landscape.

KRA4 Solution Development

• Collaborate with cross-functional teams to develop innovative solutions that address customer pain points and deliver measurable value.

KRA5 Marketing Strategy

• Develop and implement marketing strategies that resonate with target customers, communicate the value proposition effectively, and drive engagement.

KRA6 Customer Experience

• Design end-to-end customer experiences that are seamless, intuitive, and memorable, ensuring customer satisfaction at every touchpoint.

KRA7 Relationship Management

• Build and nurture long-term relationships with key customers, stakeholders, and partners to enhance loyalty and advocacy.

KRA8 Brand Management

• Ensure consistent branding and messaging across all marketing communications channels to strengthen Birla Copper’s brand identity and reputation.
• Leverage digital marketing tools, social media platforms, and online channels to enhance brand visibility, engagement, and customer acquisition.

KRA9 Sales Support

• Collaborate with Sales teams to provide marketing support, tools, and resources to facilitate lead generation, customer acquisition, and conversion.