Recruitment Team at Diageo India
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Diageo India - Brand Purpose Manager (5-8 yrs)
Organization : United Spirits Limited
Position : Brand Purpose Manager (Large)
Department : Marketing
Supervisor's Position : Marketing Head
- The purpose of the role is brand communication, content leadership with respect to the brand and end-to-end responsibility for the "Brand purpose vehicle" and its P&L.
- The role supports the delivery of breakthrough GAME plans by enabling USL brands to legitimately communicate the brand franchise through - Licensing into non-alcoholic product formats & strategic business extensions and Amplifying this impact through PR and Sponsorships.
- The role also looks at generating an incremental gross profit on the proxy brand business that is equivalent to 0.5% of spirit trademark NSV.
Operating Network :
Other roles/teams within the function :
- MLT
- Consumer Planning Team
- Media Planners
- Digital Marketing Team
- Innovation team
Divisions/Departments outside the function :
- EXCOM & MANCOM
- HO & Regional Customer Marketing
- Media Buyers
- HR Business Partner
- Diageo Global Brand Teams (For Premium & Luxury MM)
- Finance BP
- Franchise Marketing team
External Interface :
- ASCI Authorities
- Ideation & Co-Creation agencies
- Creative & Communication Agencies
- Brand Licensing & Franchise Agencies
- Media Agencies & Media Owners
- PR, Advocacy & Digital Agencies
- Brand Franchise Agencies
- Shoppers / Consumers
- Packaging & POP Design Agencies
- Off-Trade Retailers
- Research Agencies Bartenders & Chefs
- Interior Designers & Architects
- DJ- s, Music Artists & Sports Professionals
- Media Agencies & Media Owners
- PR, Advocacy & Digital Agencies
- Buzz Marketing & Activation Agencies
TYPICAL ROLE REQUIREMENTS :
Qualification : MBA with specialization in Marketing (tier I/ II institute )
Experience : Minimum 5-8 years experience in Sales & Marketing with at least 3 years of exposure to Brand Licensing, Business Development & Activation roles
Knowledge & skills :
- In depth understanding and appreciation of Segment - consumer insights
- Ability to translate consumer and customer insight into optimal growth driving strategies.
- Brilliantly executes with immense attention to detail
- Manages agency partners and rallies them to effective implementation in service of the brand agenda
- Drives NGM thinking and principles clearly through each key strategic work stream and execution elements
- Powerful articulation and story telling
- Commercial Acumen for Brand Extension Monetization
Best Suited for Someone who :
- Can easily get into the skin of target consumers
- A person who brings a creative perspective and likes creative story telling
- A leaning towards experiential marketing
- Strong ability to influence without authority
- Has an inclination to build and grow large scale platforms end to end
- A strong commercial focus
AREAS OF RESPONSIBILITY :
Strategic & Planning Responsibilities :
- Responsible for developing the portfolio strategy and GAME plan for applicable brands, jointly with Consumer planning. (GAME - Consumer Goals, Activities, Measurement & Evaluation)
- Responsible for constantly re-framing the long-term CATEGORY, PORTFOLIO & BRAND STRATEGY by making creative connections to identify strategic opportunities
- Lead the brand influencer and advocacy plan development and execution in partnership with the I&A team
- Oversee the development of brand communication/content/key visuals look based on the finalized platform/creative idea
- Responsible for development of brand architecture, advertising architecture, packaging architecture and brand out innovation approach in consultation with the innovation team
- Lead the development and execution of the "Brand purpose vehicle (BPV)" business strategy plan by collaborating with the proxy brand ecosystem
PERFORMANCE MEASURES (QUANTITATIVE/ QUALITATIVE) :
- Brands- P&L (co-own)
- Brand health Track
- Brand Experience Share (BES)
- Brand Equity Index
- Activation Footprint
Brand Extension (Proxy Brand Business) :
- Lead the creation of proxy brand business plans in categories outside of alcohol that will help deliver on the incremental gross profit target
- Lead the execution of proxy brand business plans by collaborating with the proxy brand ecosystem: internal (media, digital, supply/procurement, group tax, company secretary, legal, finance, GBT) & external (licensing partners, design & creative agencies, merchandizers, offline & online distributors, auditors etc.)
- Deploys the distinctive iconography & brand assets across product design for strategic extensions, so that the same can be leveraged across all execution growth drivers with clear guidelines for execution
- Develops all strategic sponsorship partnerships on our brands & manages all contracts & relationships in this regard
Brand Communication & Advocacy :
- Ensure flawless execution of the "BPV" business plan by collaboration with the franchise, digital team
- Jointly work with the planning team to understand and anticipate cultural/consumer trends and develop the appropriate strategic response
- Responsible for developing the brand GAME plan in collaboration with the planning team and brand performance manager based on the challenges and opportunities identified jointly with the planning team
- Jointly work with the brand performance manager and innovation team to develop the 18 month activity calendar
- Collaborate with the innovation team to develop the brand-out innovation plan
- Support the marketing manager in defining the brand portfolio role and the price participation choice
- Develop the brand positioning plan & the brand purpose campaign that helps USL in beating competition & past internal benchmarks
- Responsible for developing the brand advocacy campaign that helps drive salience (Spent Awareness) & recruitment (P4W) Jointly work with the marketing manager in ideating the BPV platform ideas
- Collaborate with the media & digital teams in development & execution of media plans to deliver the right ESOS & Monthly Reach on the brand purpose campaign that drives the desired salience (Spent Aware)
- Pilot new growth driver development & testing (6 months out) in collaboration with Digital, Planning & HO & RPC Cluster Customer Marketing teams & provide timely learnings that inform the Annual Game Planning process
- Be a thought leader by creating and leveraging strong relationships with agency partners and encouraging them to deliver their best .
- Develop PR, Sponsorship & Buzz marketing strategy that will help amplify SCALE on each of the brand growth drivers
PERFORMANCE MEASURES (QUANTITATIVE/ QUALITATIVE) :
- 360 ATL Campaign & Media Plans
Innovation Responsibilities
- Partner with the Innovation team to synergize the category, portfolio & brand strategy with the pipeline strategy
- Support the Innovation team to create radical & breakthrough product ideas that will unlock significant value for our brands by delivering on powerful insights
- Lead Renovation projects from Gate 3 to Gate 5 with support from Brand Performance Manager
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