Managing Partner at Pure Energy
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Brand Manager - FMCG (4-12 yrs)
Job Description: Brand Manager
(Vacancies exist at both Manager and Sr. Manager levels.)
Reporting to Head - Marketing
Geographical Territory:All India
The role-holder will be responsible for developing and executing a consistent national brand strategy while developing new products in different food and/ or edible-oil categories as per opportunities identified, and which would help leverage the brand equity of the portfolio.
Ideally should have atleast 1 year of Sales experience, before having a minimum of 3 years in Product Management/ Brand Management in FMCG/ Food/ Agri-products
The major mandates in the given job context are:
- New Product Development
- Refreshing & rationalising (and creating if required) a Long Term (3 year) Brand Strategy & Calendar
- Implementing a consistent brand strategy across all geographies, customised to local flavour/ language/ calendar
- Advance planning for the marketing calendar
- Building brand awareness primarily at store level and their respective catchment areas, and targeting customers through appropriate digital media
- Driving a consumer focussed proactive approach to brand building
- Driving Innovation
- Anticipating future consumer needs and incorporating into the brand development process.
Key Accountabilities:
- To conceptualize and Plan Brand Communication Programs to achieve stronger brand health. This will involve :
a) Developing the strategy for the brand including the brand-extensions, basis the category P&L.
b) Developing thematic Campaigns w.r.t strategy, planning, designing and rollout
c) Responsible for working out a 360 / integrated activation plan around the theme concept.
d) Ensuring that the marketing plan including media rollout is consistent with the approved and agreed template.
- Responsible for inducting the relevant ppl ( Sales/Marketing staff ) into the new campaign and managing expectations on thematic execution w.r.t integrated launch allocating resources and focus on the campaign
- Ensuring a pre and post test of the concepts for thought crystallization & tracking effectiveness of the ATL campaign. Monitoring and driving TOMA/ ITP
- Work on future Brand Planning projects including the Digital Marketing calendar, which pave way for the brand for the next 2-3 years. and template the Brand Style Guide across all platforms
- Optimizing Budget Vs. Spends at an overall brand level for corporate as well as the hubs
- To ensure creative consistency at National Level for seamless implementation of brand instruments.
Main interactions:
Internal: COO, Marketing head, Regional Operations Head, Packaging department, R&D, Manufacturing, Accounts
External: Advertising agencies, BTL Agencies, Consultants, Printers, PR Agency, Competition Sales & Marketing Staff, Market Research providers, Distributors & Retailers, Govt. Authorities
Competencies:
Functional:
- Sound understanding and knowledge to independently handle growth
- Environment & competition mapping
- Make Long term brand conceptual framework
- Execution of the brand plans at a day to day level
- Understanding the Digital media space
- Market research
- Interaction with advertising agencies
- Promotions and trade marketing
Leadership:
- Thinking competencies : Analytical, Conceptual, Innovation
- Execution Excellence with result focus
- Process Orientation
- Influencing and negotiating skills
- People leadership energizing the team without a direct line authority
- Managing Vision, Purpose and culture
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