Bisleri - Brand Manager - Corporate

Position : Brand Manager - Corporate

Reporting to : Head Marketing

Relevant experience : min 7 years

Qualification : MBA - Marketing

Preferred Industry : Food & Beverages

Job Location : Mumbai

Job Objective :

- Develop and execute the marketing & branding strategy to improve market share and reach of the respective brand

- Build a strong brand identity in line with the vision of the organization

Key Responsibilities :

Strategy Development & Business Planning :

- Translate business objectives and corresponding plans to define a brand strategy with a compelling value proposition

- Provide inputs for development of annual marketing calendar (advertising, media planning, promotions etc.)

- Scan the market for potential new avenues of revenue generation; develop market entry strategy for a brand for previously untapped geographies

- Scan the business environment on a continuous basis to identify, analyse, capture market trends and share the same with Marketing and Sales teams

Financial Management :

- Develop annual plan & budget for each brand; monitor adherence against the approved plan and budget

- Develop plans to increase return on expenditure on advertisement & brand endorsement and seek finalization from Head Branding and Marketing Research and Director - Marketing

- Provide inputs to Head Branding & Market Research on optimal pricing of products for the respective Brand

Brand Management :

- Support development of marketing & brand strategies into detailed marketing plans and collaborate with Regional Marketing teams for execution of the same

- Coordinate with market research agencies to get feedback on existing products and on their availability & brand equity

- Evaluate marketing and brand consultants on their deliverables and ensure desired results are achieved

New Business Development :

- Work closely with Consumer Insights and Technical & Value Engineering teams to conceptualize product extensions and develop plans for positioning them

- Provide inputs for development of product launch strategy, especially the Marketing activities supporting it; work with Regional Marketing Managers to drive successful execution of the Marketing strategy for product launch

- Seek feedback from the sales teams on consumer feedback; identify trends and report the same to Director - Marketing

- Closely work with the Consumer Care and Technical & Quality team to resolve consumer issues/product defects if any

ATL and Digital Marketing :

- Collaborate with the media team to ensure effective media planning & evaluation to ensure optimal ROI on all media investments for the respective brand

- Work closely with creative agencies to develop content for ATL campaigns, ensure alignment with the organizational vision and brand strategy

- Drive the periodic updation of the design and content of the Bisleri website and social media platforms; seek periodic feedback from key stakeholders to identify areas for further improvement within the same

- Build and effectively manage all media relationships including Press, TV, Radio, Internet, Social Media etc.

BTL Marketing :

Work closely with Regional teams to develop the Regional Marketing calendar focusing on visibility initiatives, events, and merchandizing

- Provide market intelligence to support design of trade marketing schemes

- Develop branding/promotion strategies and drive implementation across regions in collaboration with the Regional Marketing team

Operational Excellence :

- Review updation and maintenance of detailed documentation and MIS reports on all media related activities

Vendor Management:

- Monitor timely preparation of all MIS reports; reviews them and highlights variances, if any to Head -Marketing

People Management :

- Provide inputs for the annual manpower plan and function budget in consultation with Director - Marketing & Head - HR & Admin

- Drive a culture of performance amongst subordinates - set goals, review and manage performance, guide and counsel and provide feedback on performance to drive an engaged, motivated and committed team

- Develop the capabilities to take on higher responsibilities while performing the given/in-charge responsibilities at various levels within the functions

- Participate in succession planning and recruitment of critical Senior & Middle Management positions within Marketing

- Oversee training of teams to meet the requirements of the role