Role: Group Brand Manager (GBM)

Level: Assistant General Manager

Reporting to: DGM - Marketing

Reported by: 2-3 (Brand Managers, GTM Managers)

Job Description:

To drive sustained business growth, brand equity, and portfolio expansion for the assigned franchise, by leading brand strategy, GTM planning & execution, driving product innovation, and consumer engagement, while ensuring compliance and cross-functional alignment in a highly regulated environment.

Role Overview:

The Group Brand Manager (GBM) is responsible for leading the brand franchise agenda across business performance, brand strategy, P&L management, go-to-market execution, innovation, and consumer engagement. This role requires a balance of strategic thinking and hands-on execution to deliver sustainable growth, strengthen brand equity, and build future-ready plans for the portfolio. Working in a highly regulated environment, the GBM ensures that all initiatives are aligned with compliance requirements while partnering closely with sales, trade marketing, R&D, operations, supply chain, commercial, legal, and external agencies to translate strategy into strong marketplace execution.

Key Responsibilities:

The role owns end-to-end delivery of volume, value, and market share, brand equity growth for the brand franchise across business-as-usual priorities and new product launches. The incumbent is expected to develop and execute robust annual operating plans, contribute high-quality inputs into planning cycles such as Annual Goal Setting Plan (OB), Half-Yearly Revised Forecast Planning (RF), and Quarterly Budgeting and Input planning process (DRAP), and optimize Marketing/A&P investments to maximize return on spend. Success in the role depends on strong alignment with branches, sales teams, and senior leadership to ensure disciplined execution and consistent delivery of business commitments.

- Design targeted, insight-led campaigns (especially for the 18-25, 26 - 40 cohorts within regulations)

- Lead Go-To-Market (GTM) strategy and drive execution for BAU and NPL brands (across brand lines and geographies)

- Drive flagship engagement programs (Brand campaigns, Consumer Engagement (@POS))

- Leverage brand platforms, retail identity, for BTL activations, one-to-one marketing led digital interventions for driving excellence in on-ground engagement initiatives

- Partner with GTM/Sales teams for market-level activation readiness

- Drive flagship engagement programs (e.g., FSS, FSP, Crush brand campaigns, CE initiatives)

- Co-ordinate with R&D team to develop New Product Pipeline - from conceptualization to evaluation

- Drive innovation and excellence with procurement team on materials and collaborate to bring about product cost efficiencies

Brand Offer Development & Communication:

1. Lead development of brand communication and creative strategy across portfolio

2. Ensure clear, insight-driven briefs to agencies and high-quality output delivery

3. Work closely with research department to drive Brand Health Check, Equity Study, Product Concept Tests, Packaging research etc.

4. Build strong agency governance and feedback mechanisms

5. Drive execution of mainline brand overhauls, campaigns, and retail identity initiatives

6. Ensure adherence to EC approvals, CAN, DRAP and compliance frameworks

Brand Strategy & Portfolio Planning (3-Year Horizon):

1. Develop annual and 3-year brand strategy aligned to category and consumer trends

2. Identify portfolio gaps (via Brand & Portfolio Architecture guidelines / market insights) and drive innovation/line extensions

3. Lead premiumization strategy (e.g., for legacy and new age brands alike) and future growth engines

4. Drive research agenda (consumer, product, market) to support strategic decisions

5. Build and execute brand calendar and DRAP with strict timeline adherence.

Innovation & New Product Launch (NPL):

1. Drive concept-to-launch management of new products and variants

2. Partner with R&D, Supply Chain, and Sales for seamless commercialization

3. Conduct validation through research, pilots, and test launches (LABs)

4. Ensure GTM readiness and post-launch performance tracking.

Team Leadership & Capability Building:

1. Lead, coach, and develop the brand team to deliver high performance and ownership

2. Drive structured reviews, feedback loops, and capability building

3. Enable team members to take increased ownership in GTM, strategy, and stakeholder management

4. Foster a high-energy, performance-driven culture.

Self Development & Leadership Effectiveness:

1. Build strategic capability in category and brand management

2. Drive data-driven decision making and business storytelling

3. Strengthen leadership style through balance of empowerment and direction

4. Continuously upgrade capabilities via learning interventions (e.g., strategy, marketing excellence).

Key Competencies:

- Strategic Thinking & Brand Planning

- Consumer Insighting & Market Analysis

- GTM & Execution Excellence

- Financial Acumen (DME/A&P ROI management)

- Innovation & NPD Management

- Stakeholder Management (Sales, R&D, Legal, Agencies)