Role Title: Associate Director Marketing

Location: Mumbai

Stakeholders: Internal: Sales, R&D, Packaging, Trade Marketing, Finance, Operations, Marketing peers, Leadership; External: Marketing & Branding Agencies, Advertisement Firms, Digital Marketing Agencies, Research agencies, Offline Media agencies, Rx Team

AREAS OF RESPONSIBILITIES:

This is a high-impact role focused on building and shaping emerging categories and driving consumer conversion from awareness to trials. The role requires creating and scaling new business verticals while leading innovation-led marketing initiatives.

- Drive a challenging and exciting category focused on consumer conversion (awareness to trials)

- Lead category creation initiatives

- Build new business verticals from scratch

- Drive new launches and develop categories for emerging consumer segments

- Align and lead cross-functional teams for AI-led initiatives and Rx team integration

1. Brand Strategy Development & Marketing:

- Build and drive the annual and long-term brand strategy for assigned brands

- Manage and strengthen brand identity

- Analyse market trends and customer insights

- Develop competitive positioning for the brand

- Create compelling brand propositions

- Develop Go-To-Market (GTM) strategies

2. Product Launches and Promotions:

- Plan and oversee product launches and marketing campaigns

- Drive promotional campaigns and media planning for brands

- Lead the design and execution of brand collaterals

3. Market Research and Analysis:

- Conduct market research to understand consumer behaviour, market conditions, and competitor activities

- Leverage insights to inform marketing strategies and product development decisions

4. OT Channel Growth:

- Drive E-commerce, Q-commerce, Modern Trade, and D2C business strategy and growth

- Build integrated channel strategies to accelerate brand performance

5. Cross-Functional Collaboration:

- Collaborate with Sales, Operations, and R&D to ensure consistent brand messaging

- Ensure product offerings align with customer needs and expectations

6. Brand Communication:

- Conceptualise and build relevant communication strategies for the brand

- Ensure consistency of brand messaging across all platforms and touchpoints

7. Customer Relationship Management:

- Strengthen customer engagement and long-term brand relationships

8. Performance Tracking & Reporting:

- Monitor the performance of brand initiatives and campaigns

- Analyse sales data, market share, and other key metrics

- Track effectiveness of marketing plans and suggest improvements

9. New Product Development:

- Develop proof of concepts for consumer validation

- Create category refreshers and innovation pipelines

10. AI Leadership in Marketing:

- Identify and implement AI-led use cases in marketing

- Drive AI adoption and capability building within the marketing team