Brand Manager - FMCG/FMCD/Retail

JOB TITLE : Senior Brand Manager

REPORTS TO : Marketing Manager

FUNCTION : Marketing

LOCATION : Kolkata

Education Qualification

Post graduate in marketing / related field from Premier B Schools

PURPOSE STATEMENT:

- Develop and ensure implementation of a brand marketing strategy in line with brand portfolio objectives.

- PRINCIPAL ACCOUNTABILITY:

- Develop and implement the brand plan to ensure that brand objectives are achieved.

- Commission research and rigorously analyze data to ensure brand issues are understood and corrective action identified.

- Recommend and manage all brand activity to ensure fit with brand strategy and corporate guidelines.

- Understand the impact of cost elements on brand profitability and control brand support expenditure to ensure brand profit objectives are achieved.

- Develop and coach direct reports to ensure talented individuals feel motivated and are able to progress.

- Manage external agencies to ensure all brand activity is in line with the requirements of the brief.

- Employ innovation in products and processes in order to achieve competitive advantage.

- Work closely with Trade Marketing and Operations to ensure product and brand activities are correctly managed throughout the supply chain.

- Apply best practice in brand management to optimize efficiency and effectiveness.

ADDITIONAL INFORMATION

i) Context/Environment:

- The jobholder is a member of a Brand Group within the Marketing department, which is responsible for the management of the brands owned or licensed by the Company. This includes the packaging, product, communications, price and image positioning. The Brand Group is also responsible for the identification of new opportunities and the initiation, development and deployment of new brands within existing brand families.

- The Brand Group is essentially commercially driven and consumer led.

- With licensed brands, the Group is responsible for implementing agreed strategies and reporting on performance.

- The Brand Group is responsible for achieving sales, contribution and value targets for the brands. This is a shared responsibility with Trade Marketing.

- The jobholder reports to the Brand Group Manager. The jobholder has x direct reports. The development of these individuals is a key part of this job.

ii) Knowledge, Skills & Experience:

- Ideally, not less than four years' experience in FMCG category is necessary. The jobholder should have been previously a Brand Executive. Prior experience in Trade Marketing would be an advantage.

- The jobholder must be able to demonstrate experience in and undertaking of business management, product development, trade and consumer insights, copy strategy and ATL/BTL communication.

- The principal skills required are in motivating/developing people, communication/interpersonal skills, thinking/operating strategically and decision making, together with an appreciation of functions other than Marketing.

iii) Key Success Factors:

- The most important parameters by which successful performance will be judged are :

- Brand vision and strategy clearly developed, communicated and executed

- Brand volume and value share growth

- Committed, motivated and high-performing team

- Brand support budget spent in effective way to achieve brand contribution objective

iv) Working Relationships:

- Internally, good working and reporting relationships must exist with the Head of Brand Marketing, and managers within CORA, Trade Marketing, Marketing Finance, Product Development and Operations.

- Supervision and direction of direct reports requires strong relations with all members of the team.

- Good relations and management of the external agencies is required to brief, direct and then monitor their work in order to improve brand communication.

- Market/customer visits will be important in gaining an insight into brand performance.

- Regular communication with the international or regional brand team is required to report on progress and contribute to strategic direction.