Baidyanath Group - Associate Brand Manager - Riaan Wellness

Associate Brand Manager

Riaan Wellness is a new Ayurveda products entity of the Kolkata-based Baidyanath Group, an established classic Ayurveda product brand built over 80 years and recognized pan-India. It will tap into the large untapped need for proprietary Ayurvedic formulations in personal care and health food products. Setup as a high-growth start-up entity just before the pandemic, Riaan Wellness already offers a range of consumer products like health juices, geriatric care products, hair care products and women products with a goal to deliver on the efficacy promise of its health-focused products. Two of these products have already enjoyed exponential growth in sales in the last year despite the tough conditions. Revenue today is Rs.100 Crore with strong profitability.

Responsibilities:

1) Responsible for the top-line and bottom-line for the Brand responsible for across all channels. Support in preparing annual marketing plans for the Brand/Category.

2) Develop and Execute brand activation plan consisting of ATL / BTL / consumer activation campaigns, new product launches, digital marketing initiatives, in-store promotions etc. across all channels (GT, MT, E-Commerce and exports) in coordination with the Marketing head.

3) Liaison with media agencies to drive effective campaigns ensuring desired ROI is achieved against planned marketing spends.

4) Conduct market research to understand the consumer behaviour and trends to ensure that the category remains on the leading edge of innovation.

5) Responsible for ideation to in-market launch across the categories & channels.

6) Work closely with different businesses to define the opportunity and guardrails based on the MB. Work closely with all departments including Sales, eCommerce, Operations, Supply chain and Finance to ensure execution of the brand strategy.

7) Ensure success of new product launches through effective project management and branding strategies.