Role : Sr. Manager - Brand Purpose - Antiquity & Signature  Organization : United Spirits Limited   Department : Marketing  Position : Brand Purpose Manager - Large  Supervisor's Position : Marketing Head  Purpose : 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  - DJs, Music Artists & Sports Professionals  - Media Agencies & Media Owners  - PR, Advocacy & Digital Agencies  - Buzz Marketing & Activation Agencies  Qualification : MBA with specialization in Marketing (tier I/ II institute )  Exp :   Minimum 4-8 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/Performance Measures (Quantitative / Qualitative) :  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 reframing 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 purp  - Brands - P&L (co-own)  - Brand health Track  - Brand Experience Share (BES)  - Brand Equity Index  - Number 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  - 360 degree 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

Bangalore

United Spirits - Senior Manager - Brand Purpose - Antiquity & Signature 

United Spirits - Senior Manager - Brand Purpose - Antiquity & Signature  ,Job Description for United Spirits - Senior Manager - Brand Purpose - Antiquity & Signature  in Diageo in  Bangalore for (4-8) years of experience. Apply Now!

Job Description for United Spirits - Senior Manager - Brand Purpose - Antiquity & Signature  in Diageo in  Bangalore for (4-8) years of experience. Apply Now!