Broad Objectives of the role :

- Build and sustain a portfolio of Categories and brands which provides a source of competitive edge and helps meet the business goals in a competitive and dynamic business environment.

Position will be responsible for :

- All decisions pertaining to allocations and utilization of budgets/ resources (time and effort) for marketing

- Decisions on what to launch, when to launch- decisions on deviations to launch plan

- Recommend SKU rationalization

- Decisions on Media Mix

- All decisions on brand-identity, brand positioning and associated guidelines

- Driving agreement on SLAs with Sales, NPD, Packaging- set the boundary conditions for the teams to operate and manage exceptions

- Approve solutions/ approaches to build internal capability - training/ skill building

Area of responsibility :

1. Define and develop the overall Marketing Strategy for 2-3 yrs horizon in line with business goals so as to achieve sustained competitive advantage.

- Examine the strategy on regular basis and make necessary changes maintain alignment to the business goals.

2. Translate the Marketing Strategy into 1-2 yr marketing priorities & critical initiatives.

- Set the direction and provide clarity to the team(s), sustain the focus through clear and regular communication of functional priority

- Define the standards of performance for team(s) and drive accountability down the levels

3. Regularly scan and analyze competition moves, new opportunities, emerging consumer preferences, media trends, international best practices to generate insights for business and initiate necessary actions/ initiatives to tap into emerging opportunities.

- Develop a road map for strengthening the portfolio and drive its deployment.

4. Track and monitor the performance of portfolio of brands and continually assess viability of new product/ category introduction into market.

5 Regularly look for opportunities to bring in marketing best practices (tools, templates, methodologies) and raise the bar of performance for Marketing

- Develop and standardize internal systems, processes; identify improvement opportunities/innovations to cover dimensions across people, processes and technology to enable smooth deployment of marketing priorities.

- Build & enhance marketing team capabilities to meet emerging/ future requirements.

6. Provide insights to team members to facilitate the finalization of the Marketing function's budget in alignment with the overall spends and expenditures for the various brands and planned initiatives as per the function's priorities and goals.

7. Review big ticket advertising and promotion proposals to maximize the company's profit potential.

8. Build the market intelligence capabilities to utilize the expertise in scanning and sensing the industry, market and customer trends in the industry and develop a decision support for the function in diverse areas of market entry, positioning, pricing as well as promotional platforms.

9. Develop requisite measures, dashboards to review performance, track and monitor the various metrics (new launches, media campaign effectiveness, media spends, market share) and drive adherence to SLAs and timeliness; initiate necessary actions to address deviations

10. Engage with other functions to define and set standards and SLAs (with Sales, NPD, Packaging development) for enhancing the efficiency & effectiveness of the Marketing function

11. Coach the direct reports to enhance their managerial and leadership effectiveness and capabilities for future in order to recognize high-performance, plan for succession and develop and retain talent.

KEY PERFORMANCE INDICATORS :

- Brand Health metrics

- Market Presence - traditional media, social media, internet presence

- Revenue from new product launches

- Profitability

- Market Share

- Marketing / Product Promotional Spend Effectiveness - ROI on market and promotional spends

- Overall Portfolio health-performance of various brands

- Consumer research insights

- Adherence to budget

- Top-Talent Development and Retention - identification of succession, reduced attrition of high-performers

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