Group Brand Manager - Personal Care/Home Care

Position - Group Brand Manager (Personal Care & Home Care) with leading Brand

Location - Kolkata

Responsibilities :

Brand Strategy & Planning:

- Assists in devising brand strategy and marketing plans and crafting SWOT for assigned brands /product portfolio

- Prepares Brand wise budget (based on primary information from team) and presents to HOD for approval and finalization.

- Monitors expenditure and analyzes marketing spends of assigned brands for inputs on next year's budget and modifies budget based on the performance trend of Brands.

Consumer Insight:

- Interfaces with consumers through consumer immersions & research studies to gain insights for probable product ideas and business analytics to collect competitor information and understand reason for performance/ non performance of the Brand

- Creates briefs for consumer studies essential for understanding the changing role of brand in consumers- lives and crafts communication briefs for the brand, based on the business challenge, marketing objective and brand task at hand.

Brand Innovation & Activation:

- Interfaces with internal resource/ external agencies for finalizing communication strategy, understanding effectiveness of brand messages and creative for the brand, including negotiations on timelines & cost.

- Prepares annual Calendar of Activation (COA) with cost break-up to track event activities and cost and monitors ATL & BTL planning & execution for brand building and extension in line with annual budgets.

- Drives region specific GTM and marketing and tactical interventions to drive business (like consumer promo, trade incentives, Field force incentives) and interfaces with supply chain for stock connectivity.

- Participates in product conceptualization, positioning and new product development in co-ordination with R&D, Operations and CQA and anchors for timely development and implementation of NPD launch.

- Monitors market performance of the categories as per operating plan and plans course corrections as required based on consumer reaction/response post product launch

Top line/ Brand Performance Improvement:

- Monitors overall Category / Brand health, product performance segment wise and aligns actions to Marketing/Brand strategy.

- Achieves top line performance of the assigned category/portfolio/focus brands in line with the organizational goal.

- Conducts data analysis to understand category and loss/gain in market share and different market penetration and consumption patterns.

- Reviews generation of MIS /review decks on brand(s) assigned, category, competition and trade at regular intervals so as to result in effective brand management.

Bottom Line Improvement:

- Developing optimum formulation to protect profitability and ensures bottom line improvement through formulation change, Product Life Cycle management, ensuring product sustainability etc.

- Assists in improving P&L of the assigned portfolio by reviewing & analyzing competition price and proposing price revision once in 6 months.

- Manages trade spends and participates by being a part of cost management committee to execute identified projects to optimize cost.