Assistant General Manager - Category Management

Description:

Position: Category Manager

Experience: 8-12 Years

Level: AGM

Reporting to: Head- Marketing

Location: Mumbai

The Product category is highly commoditized with minimal product differentiation and strong incumbent brands.

The challenge is to build a fresh, high-trust consumer brand from scratch, drive salience in a low-involvement category, and create emotional and functional relevance across Customer

1. Brand Strategy & Positioning

- Build and execute the brand strategy for product and retail-focused product

- Define brand positioning, and value propositions.

- Lead annual brand plan and campaign roadmap.

2. ATL & Digital Campaign Leadership

- Lead creative development for TV, print, OOH, radio, and digital films.

- Work with Media & Digital teams on planning, buying, and impact measurement.

- Ensure integrated storytelling across ATL, Digital, and BTL.

3. Social Media & Digital Content

- Own content calendar, platform strategy, and creative direction for social media.

- Guide agencies and Digital Executive on content creation and engagement.

- Oversee website content, videos, and digital brand assets.

4. Retail BTL Activation

- Create BTL toolkits: POS, GSB, demo kits, retailer collaterals.

- Align with Sales & regional BTL teams for consistent, high-quality execution.

- Drive retailer and influencer-facing brand visibility initiatives.

5. Product & Packaging Communication

- Translate product features into simple, compelling consumer benefits.

- Lead pack communication: claims, color coding, trust cues, icons.

- Ensure consistency across pack, ATL, BTL, and digital messaging.

6. Content & Creative Development

- Develop brand films, product videos, brochures, and retail content.

- Manage creative and digital agencies to deliver high-quality assets.

- Maintain unified brand voice, visual identity, and design quality.

7. Consumer Insights & Market Understanding

- Partner with Market Research on insight mining

- Track brand health: awareness, preference, imagery, and message resonance.

- Apply insights to sharpen creative briefs and brand direction.

8. ROI, Outcomes & Performance Tracking

- Define KPIs for ATL, digital, and BTL programs (awareness, engagement, footfall, influence).

- Track campaign ROI, retail, response, and brand metrics monthly.

- Publish dashboards and recommend optimizations to improve outcomes.

9. Category P&L Ownership & Business Impact

- Drive portfolio P&L performance by managing product mix, pricing, cost management, demand-generation levers and alignment of marketing investments with business outcomes to deliver category-level revenue and profitability targets.