Job Description: Brand Manager

(Vacancies exist at both Manager and Sr. Manager levels.)

Reporting to Head - Marketing

Geographical Territory:All India

The role-holder will be responsible for developing and executing a consistent national brand strategy while developing new products in different food and/ or edible-oil categories as per opportunities identified, and which would help leverage the brand equity of the portfolio.

Ideally should have atleast 1 year of Sales experience, before having a minimum of 3 years in Product Management/ Brand Management in FMCG/ Food/ Agri-products

The major mandates in the given job context are:

- New Product Development

- Refreshing & rationalising (and creating if required) a Long Term (3 year) Brand Strategy & Calendar

- Implementing a consistent brand strategy across all geographies, customised to local flavour/ language/ calendar

- Advance planning for the marketing calendar

- Building brand awareness primarily at store level and their respective catchment areas, and targeting customers through appropriate digital media

- Driving a consumer focussed proactive approach to brand building

- Driving Innovation

- Anticipating future consumer needs and incorporating into the brand development process.

Key Accountabilities:

- To conceptualize and Plan Brand Communication Programs to achieve stronger brand health. This will involve :

a) Developing the strategy for the brand including the brand-extensions, basis the category P&L.

b) Developing thematic Campaigns w.r.t strategy, planning, designing and rollout

c) Responsible for working out a 360 / integrated activation plan around the theme concept.

d) Ensuring that the marketing plan including media rollout is consistent with the approved and agreed template.

- Responsible for inducting the relevant ppl ( Sales/Marketing staff ) into the new campaign and managing expectations on thematic execution w.r.t integrated launch allocating resources and focus on the campaign

- Ensuring a pre and post test of the concepts for thought crystallization & tracking effectiveness of the ATL campaign. Monitoring and driving TOMA/ ITP

- Work on future Brand Planning projects including the Digital Marketing calendar, which pave way for the brand for the next 2-3 years. and template the Brand Style Guide across all platforms

- Optimizing Budget Vs. Spends at an overall brand level for corporate as well as the hubs

- To ensure creative consistency at National Level for seamless implementation of brand instruments.

Main interactions:

Internal: COO, Marketing head, Regional Operations Head, Packaging department, R&D, Manufacturing, Accounts

External: Advertising agencies, BTL Agencies, Consultants, Printers, PR Agency, Competition Sales & Marketing Staff, Market Research providers, Distributors & Retailers, Govt. Authorities

Competencies:

Functional:

- Sound understanding and knowledge to independently handle growth

- Environment & competition mapping

- Make Long term brand conceptual framework

- Execution of the brand plans at a day to day level

- Understanding the Digital media space

- Market research

- Interaction with advertising agencies

- Promotions and trade marketing

Leadership:

- Thinking competencies : Analytical, Conceptual, Innovation

- Execution Excellence with result focus

- Process Orientation

- Influencing and negotiating skills

- People leadership energizing the team without a direct line authority

- Managing Vision, Purpose and culture

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