Role Objective:

As GM Marketing, the incumbent:

- Assumes for group of brand responsibility for monitoring all marketing & and branding activities, while maintaining brand focus internally & externally.

- Develops the marketing & brand management strategy to support top line & bottom line growth & foray into new segments and innovative products.

- Directs the evaluation of brand portfolio including brand definition & proposition, advertising concept, pricing, packaging, place and promotion for each category & brand.

- Assumes overall responsibility for Brand Activation.

- Ensures co-ordination with sales department to implement & monitor all marketing initiatives.

- Ensures effective media evaluation & planning attain maximum ROI by coordinating with key media providers.

Responsibilities:

Strategic:

- Scans the business environment to explore options for revenue generation from new and existing customers.

- Drives the formulation of marketing strategy encompassing all brands.

- Understands the strategic business requirement of the organization based on the organisation growth focus and strategy.

- Strategises on new product development & reaching to new segments by continuously scanning the business environment for untapped consumer bases based on market intelligence.

- Leads and finalises brand plans & growth avenues and their strategic fit with corporate plan.

- Assumes overall responsibility in formulation of Brand vision, brand architecture & plan for brand extension.

Operational:

- Guides brand & category managers to develop these strategies into detailed marketing plans and executions.

- Ensures individual brand focus is maintained through all possible media options and co-ordinates with Corporate communication to ensure alignment of branding strategy of the company and individual brands.

- Ensures that the brand identity is leveraged by aligning the brand strategy with the brand identity.

- Takes overall responsibility for Product Conceptualisation, positioning & New product development in co-ordination with R&D.

- Monitors Brand health, product performance segment wise and aligns actions to Marketing strategy.

- Co-ordinates with Market research agencies to get feedback on existing products and on their availability & brand equity.

- Co-ordinates with media agencies for effective media planning & evaluation to ensure optimal ROI on all media investments.

- Gathers relevant data continuously on pricing patterns to aid pricing decisions of all brands.

- Regularly collects and analyses competitor information through market intelligence and other sources.

- Scans the business environment on a continuous basis to identify, analyse and capture market trends and demands and provides developmental feedback for capability building targeted at catering to the market’s present and future requirement.

- Develops market entry strategy for previously untapped geographies based on market intelligence.

- Evaluates marketing consultants employed on their deliverables and ensures desired results are achieved.

- Develops standardised Systems and Processes to enhance performance and remove redundancies.

Financial:

- Develops Annual Plans & Budgeting for the brand and monitors the expenditure.

- Ensures Optimal pricing of products so that the top-line & bottom-line objectives of the brand group are strictly met.

- Strives to increase return on expenditure on advertisement & brand endorsement. 

People:

- Ensure timely PMS implementation adhering to specified procedures.

- Interacts with all employees on a regular basis to understand their key concerns and ensures development of systems and policies that are enabling in nature.

- Ensures that the marketing team is adequately trained in both functional and behavioural aspects on a regular basis.

- Takes responsibility for people development initiatives and building up of in-house capabilities aimed at succession planning for all key positions reporting to the position.

- Provides the necessary leadership and guidance to key employees and top performers through mentoring and identification of best practices to enhance performance excellence

Key Internal Interfaces:

- Brand Director : For all major strategic and policy level decisions.

- CEO Sales : For planning promotions developing marketing strategy and to et market feedback.

- Head R&D : For new product development

- Head Media : For standardised brand properties and aligning of individual brands with the group brand & business focus

Key External Interfaces:

- Market Research Agencies : For market feedback on our products as well as competitors’ products and strategies

- Marketing & Branding Consultants - For developing Marketing and branding initiatives

- Advertisement & Media Agencies : For all advertisement, endorsement and media related issues

Job Requirements:

Desired Skills:

Functional:

- Media relations

- Marketing Strategy

- Branding

- Sales

- Consumer Behaviour

Behavioral:

- Planning & organizing

- Communication

- Leadership

- Creativity

- Analytical ability

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