Posted By
Dhaval Gaur
Client Partner Senior Recruiter at Path Mentors Staffing Solutions
Last Login: 06 December 2019
Posted in
Sales & Marketing
Job Code
748738
Brand Manager-Wines
OVERALL PURPOSE OF THE JOB :
- As the Brand manager, the incumbent will be responsible in formulating & implementing a comprehensive brand strategy for the Wines portfolio to achieve the defined brand objectives
KEY RESPONSIBILITIES :
Brand Delivery :
- Meet and exceed annual business objectives regarding market share, net sales and volumes for the brand portfolio
- Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores
Brand Strategy & Planning :
- Develop and Implement local brand & portfolio strategies in line with the Global brand strategy for Imported wines & BII wines
- Translate them in terms of defining the objectives, prioritizing the actions, mobilizing the key stake holders to achieve the plan.
- Own and deliver the annual marketing plan
- Understand and develop consumer behavior and identify insights and trends with respect to the brand. Translate the key findings to formulate strategies and implement the same
- Lead the development of breakthrough consumer programs (which will include above the line, below the line and trade facing programs)
- Constantly monitor competitor's brand strategy and pricing, share the inputs for maintaining competitive advantage.
- Drawing up & ensuring delivery of brand P&L objectives and Channel strategies
Brand Communication :
- Develop and deliver distinctive communication strategy in line with the Global brand guidelines & positioning.
- Deep understanding of traditional and new age media - mapping consumers current and potential trends, media habits, genre affinity leading to effective media planning and buying
- Have deep understanding to create Brand AFP
- Manage the brand's digital assets specifically and other social handles, work closely with the internal digital team & external agency to create & execute the local digital brand plan
Collaboration and Integration :
- Lead a cross functional and agency working team (which includes field marketing, sales, consumer insights, business planning and other business departments) fostering and building a strong multi-functional team
Brand Activation :
- Activate the brand through brand education and advocacy by leading a team of dedicated brand ambassadors - consumer, trade and internal
- Develop L3F assets (POS materials, visibility, merchandise) and work with field marketing managers as well as on and off-trade sales teams to ensure effective & timely execution
- Build, develop consumer activation programs for mass market
- Build positive brand equity with target consumers by associating with appropriate partnerships/sponsorships
Market Intelligence & Consumer Insight :
- Lead the analysis and reporting of market and competitor trends to identify salient business issues/ opportunities, working closely with divisional sales/ marketing teams as necessary
- Understand the consumer and shopper behavior to identify trends in the brand.
- Assist with the development of strategic brand review by analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies
- Monitor monthly volume and industry performance
- Be up-to-date on the legislative changes in the state impacting RTM and other business dimensions
Training and People Development :
- Create a positive working relationship and also build a high-performance culture within the team and have capacity to influence trade/Zonal marketing
- Leverage the capabilities of the larger team (immediate brand team, cross functional teams and agencies)
- Develop and coach direct report, as well as junior staff across the brand
KEY INTERFACE :
INTERNAL :
- Marketing - Regional/Zonal marketing team and national trade marketing
- Sales - Domestic
EXTERNAL :
- Marketing agencies - Advertising, Media, Public Relations and Event Management
- Market Research Agency
- Merchandising Company - Suppliers and Vendors
KEY PERFORMANCE INDEX :
Brands :
- Wines portfolio comprising of Jacobs Creek, Campo Viejo, Brancott Estate, Indiosa BII Wines
Volume target : In Cases
CAAP target : As applicable
- Market Share %
- Media plans vs delivery
- Brand equity scores
OTHER INDICES :
- Brand activation on digital media
- Launch of new packaging/NPD's
- Volume vs. Industry performance
- Utilisation of marketing budget as per plan
JOB REQUIREMENTS :
QUALIFICATIONS :
- Post Graduate in Marketing Management from a Premier B School
EXPERIENCE :
- 6-8 Years of solid experience in strategy/ brand development with minimum 2-3 years of experience as Brand manager/ Trade marketing manager
- Should have experience in managing brand activity in media & digital space
- 2 Years of sales experience would be a great plus
- WSET certification would be an added value
- Strong in Ideation, strategic thinking and ability to execute tasks independently
- Preferred Industries - Liquor, other mass market brands with youth marketing focus
- From a premier institute
BEHAVIORAL COMPETENCIES :
- Very strong communication and Interpersonal Skills, as well as outstanding aptitude for time management
- Strong focus on prioritization - identifies critical activities to reach his/her goal and eliminates roadblocks
- Action and result oriented - steadfastly pushes self and others for results, proficiency in problem solving and ability to multitask
- Accountability and self direction
LEADERSHIP COMPETENCIES :
Strategic Vision :
- Proactively participate in projects that involve change.
- Translates objectives into tactical action plan.
- Understand various business areas and functions at PR, and effectively builds internal relationship as well as external.
Entrepreneurship :
- Propose new ideas, methods on improving the brand performance.
- With a positive attitude encourages team to support an idea/project.
- Influences others to gain support for an idea or cause
Result orientation :
- Assigns tasks and accountabilities to the relevant individuals for achieving results
- Composed and works towards achieving individual goals with high performance standards in challenging environment.
- Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results
- Achieves own individual objectives, applying professional excellence standards and delivers high quality work
Live the values :
- Maintain highest level of professional standard that are aligned with PR's values, ethics and charter.
- Committed to CSR; encourages and establishes an environment of mutual trust by honest, straight forward and transparent communication within the team.
- Establishes a mutual trust environment by communicating in an honest, straight forward and transparent manner with colleagues at all levels
- Displays enthusiasm and values the contribution of each employee to the success of the Pernod Ricard
- Strong interpersonal skills
People Development :
- Give continuous feedback and encourage people to work outside their comfort zone and work as a mentor/coach.
- Educates himself/herself on the PR's resources and processes.
Team Management :
- Inspire team members to take decision and guide, support them.
- Encourages teamwork and facilitates the process of effective decision making amongst the team members.
FUNCTIONAL COMPETENCIES :
Analytical Skills :
- Translate complex data/information into clear insights
- Propose alternative, draw articulated conclusion and build comprehensive action plan to have decisive impact on the organization.
Innovation :
- Translate consumer insight and business trends into - innovation projects- to align with brand strategy.
- Co-ordinate across departments to deliver the - innovation project-
- Define KPI's and analyse the ROI to assess the performance of the - innovation project-.
Project Management :
- Ability to plan and organize complex and diverse tasks into small projects.
- Sell these projects to the stakeholders.
- Set KPI's and monitor timelines, costs and project risks.
Brand Leadership :
- Advocates and persuades the brand vision and crusade.
- Develops and validates the same for the local and regional brands, drawing on brand, consumer and market understanding in line with the Brand owner.
Creativity :
- Ability to explore and generate new ideas to resolve problems and give a new perspective.
- Encourage creativity and champion new ideas and bring them to life by taking calculate risks.
Business Acumen :
- Demonstrate good understanding of business environment, PR's financial terms.
- Manage the A&P budget efficiently.
- Analyze relevant business criteria to define corrective action plans.
- Understand how P&L lever optimizes business performance.
Relationship Building :
- Proactively communicate across departments and external stakeholders.
- Identify potential conflicts and resolves it.
- Proficient in dealing with people across levels as well as external stakeholders.
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Posted By
Dhaval Gaur
Client Partner Senior Recruiter at Path Mentors Staffing Solutions
Last Login: 06 December 2019
Posted in
Sales & Marketing
Job Code
748738