Brand Manager - FMCG

Position - Brand Manager

Reporting - Sr Brand Manager, who in turn reports into Head of Marketing

Role - IC, Individual Contributor

Brand Management / Brand Plan / Brand Strategy

- The Brand Manager is responsible for the development of assigned brand/s through the achievement of specific growth objectives.

- The role requires from the holder to develop a brand vision, plan the market strategy for the brand, and implement any brand plans for the organization that can be executed along with the Marketing lead.

- Responsible for the overall performance of the brand.

- Plays a key role in supporting the development of the overall category strategy.

- Externally, the role holder interacts with the Advertising, Media Research and Design agencies.

- To develop, recommend and lead the execution of local marketing plans for assigned brand/s and manage the effective deployment of the marketing budget

- Develop the plans/strategy of the brand.

- Implementation of brand plans

- Lead the development of local strategy, executions and to ensure adaptation possible for other regions.

- Ensure timely implementation of the brand activity calendar - including launch time, Consumer Promotions/POP's etc.

Brand Communication / Brand Activation / Engagement

- Drive volume and net revenue growth while improving market share as per annual operating plan.

- Define brand architecture and develop marketing strategy to strengthen brand equity for long term growth.

- Develop communication briefs in line with agreed communication objectives & drive execution in close co-ordination with multiple internal & external partners. Lead Media and Insights for the Brand, Drive agency to drive Media AOP processes.

- Develop brand communication in-line with Global guardrails while being relevant to local consumer Partner with agencies in implementing ATL, digital, PR and activation plans efficiently within budgets Lead product, packaging, pricing and channel initiatives collaborating with cross-functional teams.

- Assist identified key campaigns with 360 activations of scale through non-media interventions, and by leveraging investments in across channels.

- Creative communication: Developed brand campaigns for all Product variants while optimizing usage mediums in BTL (POS, displays, ground level activities).

- Assess market potential & create business cases for new launches from the global portfolio. Alignment of these launches with the global team as well as actual launch, its activation & performance is his/her responsibility.

Social Media scale, E Commerce Marketing including Digital strategy and execution & KPI achievement

- Special project - Campaign Management implementation and subsequent campaigns, blog, etc.

- Keep up with high velocity of change in digital space.

- Understanding of various digital platform and use of different forms of content accordingly.

Working with Business / Ops / Sales

- Brand Position - Implement brand Plans in both trade (Traditional and Modern Trade).

- To Work with the ASM / KAM to develop and implement innovative brand plans including but not limited to planograms, consumer promotions, new product introductions etc.

- Identify trade needs/opportunities, developing pricing and distribution strategies and trade promotions for assigned brands in close co-operation with the Sales function and Trade Marketing.

- Identify and implement profit enhancing ideas on the brand - To manage a brand within the context of the agreed strategies to maximize long term objective and profitability

- To interact, internally, with the Sales, Supply and Finance functions.

- Thorough knowledge of the sales & marketing process and has a strong commercial awareness

Data Analytical Skills:

- Ability to define problems, collect details data, analyze and interpret results and recommend changes and improvements.

- Good financial skills and P&L understanding.

- Data analysis including primary, secondary & tertiary sales data to identify trends & take action to correct &/or improve current performance.

Personal Attributes: -

- Driving Innovation

- Strategic Thinking

- Result oriented, entrepreneurial and self-motivating.

- Good planning and organizational ability.

- High level of communication ability and presentation skills

Key Challenges:

- The key challenge that lies here for the role holder is to respond promptly to the need to innovate and build brand value for consumers at a global and local level.

- To deliver both top line and bottom line growth for the brand.

Professional Qualification/Expertise:

- MBA in Sales / Marketing - Relevant experience as a brand Manager role, must be able to demonstrate outstanding marketing skills and potential, developed within an FMCG environment