Brand Manager - Marketing - Consumer Durable/FMCG - IIM/ISB/FMS/MDI

Qualifications

- Graduate/Post-graduate in Marketing from a Premier Institute

- Experience of working in marketing function of FMCG companies

Age - 28-32 years

Theme of the role:

The position is responsible for managing and executing marketing and brand communication initiatives for a FMCG brand; this role will include the accountability and ownership of 0 to 1 projects and 1 to 100 projects for brands & products

Key Deliverables :

- Responsible for the business plan and top line and bottom-line targets for the brand

- Responsible for managing marketing and brand communication, product launches, executing activation

- To establish the said brand as a prominent competitor in its category and achieve the target sales for current year

- Accountable for achieving the sales revenue target for the month along with having P&L responsibility, through existing products or new products categories, channels of trade, using above the line and below the line promotions through the marketing department, as deemed necessary.

- Analyzing and researching markets, monitoring market trends and identifying potential areas in which to invest, based upon consumer needs and spending habits

- Looking at the pricing of products and analyzing the potential profitability

- Executing strategies of expansion for existing products and services

- Monitoring product distribution and consumer reactions through focus groups and market research

- Take brand ownership and provide the direction in executing the vision, mission, goals and strategies

- Translate brand strategies into brand plans, brand positioning and go-to-market execution plans

- Create and write effective briefs for external & internal partners.

- Liaise with Design / Advertising / Media Activation / Digital and PR agencies to develop, roll out and execute new product launches and brand building activities for the set of brands across the markets with optimum utilization of marketing budgets and timely execution.

- Actively drive ABP Achievement of the Brand

- Planning & executing ATL activities on select brands, from developing concept state & formulating execution strategy to complete campaign management

- Complete BTL handholding & execution which includes Planning Roadshows, Sampling, Visibility Improvement, Events & Exhibition

- Driving communication and branding initiatives in e-commerce platform

- Management of Store Activation & Promoter Training & Management

- Driving Promoter Led Sales & Shopper Marketing Efforts

- Plan & drive product / brands launches independently with optimal use of resources in e-commerce and modern retail store networks by doing shopper marketing initiatives & deployment of smart Visual merchandising ideas to bring alive brand's promise

- Sharing the brands communication plan, launch plans or promotion plan with internal stake holders like retail format teams, zonal teams, sales team, supply chain and operations team

- Planning & executive Promotion & Visibility from end to end. Creating & managing compelling promotional Offers, driving visibility in retail formats

- Study current trends, market research, consumer insights, market intelligence, sales feedback and competition mapping and impact of marketing activities

- Chart out relevant & strong consumer insights derived from data to drive brand sales across different programs to improve brand visibility & top of mind recall.

- Need for a lot of out of the box thinking to drive innovating marketing ideas.

- Actively drive different partnership ideas to benefit brand in terms of visibility & achieving ABP numbers

- Plan, implement & drive ATL campaigns in traditional & digital mediums.

- Digital marketing: Ensuring effective presence of brand across all digital platform with innovation and contextual content leading to consumer engagement.

- Handling Annual Budget and Calendar, Expense Tracking.

Competencies/Must have:

- Business Acumen and P&L understanding

- Creative orientation and ability to take initiatives.

- Speed in mind to market

- Stakeholder management

- Data Analytics Skill

- ATL media planning / digital marketing

Competencies - Wants-

- Good teamwork skills

- Communication skills

- Adaptability

- Good organizing and planning skills

Critical personality attributes

- Taking initiatives

- Speed of execution

- Inquisitive personality

Reporting relationships:

The positions reports into - Business Head- Processed Foods

The Following positions report into this position - Other channel sales team ( 2-3 resources)

Other key interfaces - Interaction across various functions such as NPD, Packaging, VM, Operations, Procurement / Sourcing, Loyalty, MIS, Media Teams & Commercial, Supply Chain

Possible growth avenues for the incumbent

- Movement into a larger portfolio with more decision making scope in the Marketing function