Roles & Responsibilities:

Impact the Brand Financials:

- Monitor the marketing budget and expenditure

- Monitor % Sales from new developments/innovations in current category or a new category

- War on Costs

Understand, Define & Continuously track evolving consumer needs:

- Define & track the targeted customer in terms of demographic & psychographic profile

- Understand triggers influencing buying, buying process and shopping behavior

Develop Relationships with agency partners to build & execute Communication & Marketing plans:

- Finalize selection of agency partners for execution of Marketing Plans

- Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria

- Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand's Point of View

- Ensure efficient Media Planning & Buying

Define Brand Positioning & build a system to monitor brand performance:

- Based on the Target Group profile, work with the creative team to define the brand personality

- Define & maintain relevance of the value dimension of the brand- both tangible & intangibles

- Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning

Customer engagement:

- Plan the marketing Campaign Effectiveness

- Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)

Build an Efficient Marketing Budget & Execute on agreed Brand Objectives:

- Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM

- Build Marketing Plans and Budget for executing on agreed objectives

- Innovate in marketing execution to build marketing cost efficiencies

Efficiency in marketing processes:

- Agency Management

- Media plan effectiveness wrt reach and frequency

- Annual Brand Plan Process efficiency

Monitor competitive brand marketing activities:

- Track market research data

- Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan

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