Britannia - Group Product Manager

Position : Group Product Manager

Reports To : Category Manager

Education (preferred qualification) : MBA (With experience of 3 years in sales + 4 years in marketing)

Experience (preferred qualification) : 7 - 10 years

Current Span of Control (Direct) : 2 - 3 (could even be 1 depending upon size)

Internal Interactions : Sales - R&D - Replenishment - Manufacturing (For new products) - HR - commercial

External Interactions : Agencies: (creative, media, packaging, digital, on ground activation) - Consumers - Consultants (strategy)

Direct Financial Accountability : INR 500Cr - 1800cr.

Key Responsibilities :

The role has Brand understanding and is involved the process of defining the brand, positioning the brand and creating a communication platform for a set of brands within the category.

Business Planning :

- Work closely with the category head in the process of building a brand strategy and managing the annual planning process for the brand including budgets, forecasts, etc.

Brand Communication :

- Work closely with the Category head in the process of creating communication strategies for the brand including advertisements, modes, content, consumer activations, contests and promotions

- Leads projects (including conceptualization, communication and execution) of marketing properties / promotion events e.g. Filmfare

Brand Commercials :

Advertising & sales promotion spends : Supervise the A&SP spends at product and sub product level with an approval from the Category head and the Marketing head. Largely responsible for dispensing of funds

Pricing : Lead the process by understanding competition and identifying opportunities for price increase or decrease.

- Responsible for profitability of each brand in the portfolio by working along with commercial team. Suggest solutions on pricing or pack sizes and get approvals from the operational team for the same

- Lead the project of price reduction along with the Technical team

Brand Innovation :

- Work with category head to implement new product launches and ensure right execution of the same

- Partner Category head on part or a small project on consumer research (along with the CMI) on qualitative and quantitative perspective such as taste and texture of a product and analyze the consumer response

- Prepare concept note and prepare draft charter with the help of assigned multifunctional resources on packaging development. Follow up with Legal to check on Branding, Claims and Artwork. Lead the consumer validation of the concept sample. Provide design artworks for development.

Brand Operations :

- Supervises marketing services projects including long term sales forecasts, day-to-day management of media and advertising agencies, coordination with the supply chain team on resources for new product launches and coordination with sales to assess efficacy of sales activation initiatives

- For launch and re-launch, supervises the channel wise activation plan provides by Product Managers (including which outlets, where the product should be placed, how much to be placed, etc.)

- Supervises Market and competitive insights (including market share for each product, presence of competition in similar brands, opportunities for extension, etc.), projects typically led by the Product managers

Team Management :

- Assigning KRAs, monitoring performance, giving feedback, training and mentoring resources