Brand Manager - Wines Portfolio - IIM/FMS/MDI/XLRI

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 competitors 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 brands 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

OTHER INDICES

- Brand activation on digital media

- Launch of new packaging/NPDs

- 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: (Please specify in case there are any preferred industries):

- 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

- 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