Brand Manager - FMCG

The Brand Manager is responsible for building, managing, and growing core brands.

1. Brand Strategy & Positioning

- Develop and implement the annual brand plan in line with business objectives.

- Craft clear brand positioning and consumer communication strategies.

- Analyze market trends and consumer insights to fine-tune brand direction.

2. Marketing Campaigns

- Plan and execute ATL (TV, radio, print) and BTL (in-store, events, POSM) campaigns.

- Collaborate with creative and media agencies for creative development and media planning.

- Lead digital marketing initiatives including performance campaigns, influencer tie-ups, and content strategy.

3. Product Management

- Work closely with the product development team on launches, packaging, and feature enhancements.

- Help define the product roadmap based on consumer feedback and market demand.

4. Sales & Channel Support

- Liaise with sales teams to create trade marketing plans.

- Develop promotional materials for modern trade, general trade, and e-commerce.

- Track ROI on promotional spends and campaigns.

5. Consumer Research & Insights

- Conduct or commission consumer research, focus groups, and competitor benchmarking.

- Use insights to shape messaging, pricing, and positioning strategies.

6. Budget Management

- Prepare and manage the brand marketing budget.

- Ensure efficient use of resources while achieving brand KPIs.

7. Cross-Functional Collaboration

- Work with supply chain, sales, e-commerce, design, and finance teams.

- Ensure brand coherence across all customer touchpoints and platforms.

8. Performance Monitoring

- Track brand health metrics like awareness, preference, market share, and NPS.

- Regularly report on campaign effectiveness and take corrective actions.

Skills and Qualities Typically Required

- Strong analytical and creative thinking.

- Excellent communication and leadership.

- Proficiency in marketing analytics and tools.

- Experience in FMCG, apparel, or lifestyle brands is often preferred.