Position Description Format

Position Title - Brand Head – Caprese

Location - CO

Grade - TL3

Department - Marketing

Reporting to - V.P & Head - Marketing

Reportees - Asst. Brand Manager

Age - 28 to 35 yrs.

Qualification - MBA with specialization in sales & marketing from a premier institute.

Experience - 7-10 yrs

Role Description

The position is responsible for product management and brand communication of Ladies Handbag Brand Caprese; this role will include the accountability and ownership of portfolio road map, product development, lifecycle management marketing communication, market share and profitability

Product Management:

- Responsible for complete ownership of product from concept to end product on shelf

- Provide detailed business plan of the product/category; including contribution per product/product category

- Work with the in-house design team to develop new products based on current trends, market research, consumer insights, market intelligence, sales feedback and competition mapping

- Product costing and price point decisions in consultation with HOD

- Working with the SCM and Sales team to manage the lifecycle to the product

Marketing Research

- Understand consumer habit and attitude towards the product category

- Understand and identify consumer needs, market trends and competition strategy

- Work on the need gap analysis through research and consumer interaction

- Work with external agencies to test new product concepts.

Marketing Activation

- Provide necessary inputs to the sales team in form of product information and on ground support to help sell product in the desired manner

- Sharing the brand’s business/communication plan with internal stake holders like sales, supply chain, manufacturing and design team

- Analysis and product line customization for different channels of sales

- Work with the supply chain team in terms of demand forecasting and availability of stocks based on budgets and market demands.

- Feedback analysis from distributors and points of sales

- Order analysis and coordination with distributors and retail teams

- Customized marketing programs for different channels of sales

Marketing Communication

- Define and implement marketing strategy that communicates the brand proposition to the target consumer , the strategy should be across marketing communication mix ranging from, ATL ,BTL, PR , Digital and Social

- Document the annual marketing plan for both the brands detailing the marketing initiatives and priorities that deliver growth in line with the business plan

Skills

Quantitative - Increase in Gross contribution: Annual/ Quarterly/ Monthly

Market share: (% of total market)

Increase in ROI on new products:

Brand loyalty increase:

Increase in market share in the premium segment:

New products launched: #’s

Purchase intention index

Qualitative - Strategic: To lead the effort in expanding the market opportunity, build market leading products and creating value for consumers and company.

Team Management & Development: To develop strong intellectual leadership in line with the overall organizational policy of the company.

Process & Innovation: Improve efficiency and effectiveness of product launches and marketing programs by creating, recommending and implementing processes that encourage product innovation and market orientation. (Go to market speed, trends analysis, and new product development

Managerial - Should have held marketing responsibility for Ladies product in a market driven company. Should have handled brand management for 1 - 2 large brands and should have launched products targeted at women consumers

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