Diageo India - Brand Purpose Manager

Organization : United Spirits Limited

Position : Brand Purpose Manager (Large)

Department : Marketing

Supervisor's Position : Marketing Head

- The purpose of the role is brand communication, content leadership with respect to the brand and end-to-end responsibility for the "Brand purpose vehicle" and its P&L.

- The role supports the delivery of breakthrough GAME plans by enabling USL brands to legitimately communicate the brand franchise through - Licensing into non-alcoholic product formats & strategic business extensions and Amplifying this impact through PR and Sponsorships.

- The role also looks at generating an incremental gross profit on the proxy brand business that is equivalent to 0.5% of spirit trademark NSV.

Operating Network :

Other roles/teams within the function :

- MLT

- Consumer Planning Team

- Media Planners

- Digital Marketing Team

- Innovation team

Divisions/Departments outside the function :

- EXCOM & MANCOM

- HO & Regional Customer Marketing

- Media Buyers

- HR Business Partner

- Diageo Global Brand Teams (For Premium & Luxury MM)

- Finance BP

- Franchise Marketing team

External Interface :

- ASCI Authorities

- Ideation & Co-Creation agencies

- Creative & Communication Agencies

- Brand Licensing & Franchise Agencies

- Media Agencies & Media Owners

- PR, Advocacy & Digital Agencies

- Brand Franchise Agencies

- Shoppers / Consumers

- Packaging & POP Design Agencies

- Off-Trade Retailers

- Research Agencies Bartenders & Chefs

- Interior Designers & Architects

- DJ- s, Music Artists & Sports Professionals

- Media Agencies & Media Owners

- PR, Advocacy & Digital Agencies

- Buzz Marketing & Activation Agencies

TYPICAL ROLE REQUIREMENTS :

Qualification : MBA with specialization in Marketing (tier I/ II institute )

Experience : Minimum 5-8 years experience in Sales & Marketing with at least 3 years of exposure to Brand Licensing, Business Development & Activation roles

Knowledge & skills :

- In depth understanding and appreciation of Segment - consumer insights

- Ability to translate consumer and customer insight into optimal growth driving strategies.

- Brilliantly executes with immense attention to detail

- Manages agency partners and rallies them to effective implementation in service of the brand agenda

- Drives NGM thinking and principles clearly through each key strategic work stream and execution elements

- Powerful articulation and story telling

- Commercial Acumen for Brand Extension Monetization

Best Suited for Someone who :

- Can easily get into the skin of target consumers

- A person who brings a creative perspective and likes creative story telling

- A leaning towards experiential marketing

- Strong ability to influence without authority

- Has an inclination to build and grow large scale platforms end to end

- A strong commercial focus

AREAS OF RESPONSIBILITY :

Strategic & Planning Responsibilities :

- Responsible for developing the portfolio strategy and GAME plan for applicable brands, jointly with Consumer planning. (GAME - Consumer Goals, Activities, Measurement & Evaluation)

- Responsible for constantly re-framing the long-term CATEGORY, PORTFOLIO & BRAND STRATEGY by making creative connections to identify strategic opportunities

- Lead the brand influencer and advocacy plan development and execution in partnership with the I&A team

- Oversee the development of brand communication/content/key visuals look based on the finalized platform/creative idea

- Responsible for development of brand architecture, advertising architecture, packaging architecture and brand out innovation approach in consultation with the innovation team

- Lead the development and execution of the "Brand purpose vehicle (BPV)" business strategy plan by collaborating with the proxy brand ecosystem

PERFORMANCE MEASURES (QUANTITATIVE/ QUALITATIVE) :

- Brands- P&L (co-own)

- Brand health Track

- Brand Experience Share (BES)

- Brand Equity Index

- Activation Footprint

Brand Extension (Proxy Brand Business) :

- Lead the creation of proxy brand business plans in categories outside of alcohol that will help deliver on the incremental gross profit target

- Lead the execution of proxy brand business plans by collaborating with the proxy brand ecosystem: internal (media, digital, supply/procurement, group tax, company secretary, legal, finance, GBT) & external (licensing partners, design & creative agencies, merchandizers, offline & online distributors, auditors etc.)

- Deploys the distinctive iconography & brand assets across product design for strategic extensions, so that the same can be leveraged across all execution growth drivers with clear guidelines for execution

- Develops all strategic sponsorship partnerships on our brands & manages all contracts & relationships in this regard

Brand Communication & Advocacy :

- Ensure flawless execution of the "BPV" business plan by collaboration with the franchise, digital team

- Jointly work with the planning team to understand and anticipate cultural/consumer trends and develop the appropriate strategic response

- Responsible for developing the brand GAME plan in collaboration with the planning team and brand performance manager based on the challenges and opportunities identified jointly with the planning team

- Jointly work with the brand performance manager and innovation team to develop the 18 month activity calendar

- Collaborate with the innovation team to develop the brand-out innovation plan

- Support the marketing manager in defining the brand portfolio role and the price participation choice

- Develop the brand positioning plan & the brand purpose campaign that helps USL in beating competition & past internal benchmarks

- Responsible for developing the brand advocacy campaign that helps drive salience (Spent Awareness) & recruitment (P4W) Jointly work with the marketing manager in ideating the BPV platform ideas

- Collaborate with the media & digital teams in development & execution of media plans to deliver the right ESOS & Monthly Reach on the brand purpose campaign that drives the desired salience (Spent Aware)

- Pilot new growth driver development & testing (6 months out) in collaboration with Digital, Planning & HO & RPC Cluster Customer Marketing teams & provide timely learnings that inform the Annual Game Planning process

- Be a thought leader by creating and leveraging strong relationships with agency partners and encouraging them to deliver their best .

- Develop PR, Sponsorship & Buzz marketing strategy that will help amplify SCALE on each of the brand growth drivers

PERFORMANCE MEASURES (QUANTITATIVE/ QUALITATIVE) :

- 360 ATL Campaign & Media Plans

Innovation Responsibilities

- Partner with the Innovation team to synergize the category, portfolio & brand strategy with the pipeline strategy

- Support the Innovation team to create radical & breakthrough product ideas that will unlock significant value for our brands by delivering on powerful insights

- Lead Renovation projects from Gate 3 to Gate 5 with support from Brand Performance Manager