Brand Manager - Wines

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.