General Manager - Brand Management - FMCG

Responsibilities - Strategic:

1. Develop and implement the Brand's long-term strategic plan including innovation agenda and new product opportunities and other growth initiatives to meet the company's top line and bottom line targets.

2. Create and execute dynamic marketing plan in service of

- Delivering financial growth objectives

- Building brand love through consistent message integrated across all programs, promotions, products.

3. Be the voice of the end-consumer within the organization and build a culture of consumer connect within the team

Responsibilities - Operational:

1. Manage various stakeholders (both internal & external) to drive Brand's short term KPIs

External agency resources to:

- Drive best-in-class quality of communication / campaigns / design

- On-time in-full execution

Team of motivated DRs:

- Build strong ownership on brand agenda

- Drive cross functional collaboration for winning in market

- Foster a culture of innovation and experimentation

Internal Workgroup/CFT members to:

- Align with a single-minded brand task

- Drive KPIs aligned with each member

- On-time in-full execution

Commercial team to:

- Co-own the brand agenda

- Build a consumer focus for in market strategy

- Own every touchpoint with consumer and customer for a holistic brand voice

- Drive monthly push-pull inputs & deliver subsequent short-term financial targets

Supply team to:

- Ensure timely launch of new product initiatives (Eg: LTOs, Renovation, Innovation)

2. Continuously evaluate quality of inputs deployed with KPIs aligned & cross - industry benchmarks to better the Brand's performance & arrive at an effective learning plan

- Work with agency partners to build learning and drive future back consumer facing thinking

- Develop and ecosystem of partners that can build the brand agenda across touchpoints

- Leverage industry best practices for challenging the brand status quo, and driving cutting edge performance (vs CPG industry)

Professional Competencies required:

1. Strong business and financial acumen and the ability to link marketing strategy and results directly to overall business strategy and company financial goals.

2. The ability to develop a strategy from an in-depth analysis of consumer and/or customer insights.

3. Proven success driving results and delivering a return on investment to the company.

4. A history of successful brand management and equity building for Large scale Brand/Brands.

5. A track record of new product development with strong marketing and communications skills.

6. Comprehensive program development skills, from broad-reach advertising to highly targeted, direct marketing across all relevant marketing channels and platforms.

7. Conduct consumer connects to understand end-user insights & translate them into leading-edge consumer facing comms/programs/product - designs

Inter-personal Skills:

1. Leadership Skills: Excellent cross functional influencing skills (able to drive consensus) with workgroup / CFT & motivate them to drive the Brand's single-minded agenda; Must be adaptable to an environment that does not speak - marketing language; must have the ability to convey marketing strategies in a lucid way to ensure buy-in from different functions.

2. Long-term Perspective: Must be able to see and articulate a future direction for the Brand and execute the same.

3. Drive conceptual clarity with firmness: Should be a strong and visible leader who is resilient and exudes conviction in his ideas and programs.

4. People Management; building team skills and competencies, and taking people with you

5. Drive for Results: drives a culture of excellence on brand and consumer metrics

Education Qualification & Experience

1. MBA / PGDM with Marketing major from reputed institute

2. 10 + years of experience in Brand Management (Large Brand as outlined above)