Group Product Manager - Beverages

- Product Strategy and ATL Budget Management

- Determine brand performance from past year indices, determine brand strategy and objectives for the financial year (e.g. footprint expansion, unaided awareness score increase, brand trials)

- Determine priority markets, marketing activities, devise required budget for all activities (performed bottom-up) to achieve brand objectives and plans

- Determine on-ground activation of consumer engagement activities planning; Draw up budgets and detailed plans

- Lead day to day budgetary management involving sponsorships, costs, overheads for the brand. Manage vendor relationship and payments.

- Coordinate with Sales and Regional Marketing team to understand breadth of distribution, volume output per outlet, types of outlets and visibility required, signage and other on-ground sales requirements

- Plan and coordinate with the Media team/agencies to execute the media strategy of the brand

Market Research and Consumer Insights:

- Drive analytics from research to determine the future outlook for the brand

- Partner with external consultants to plan and implement market research activities and post-campaign evaluation studies for the brand

- Define the brief and research scope for the brand(s); Draw inferences, in partnership with the agencies and market research consultants

- Lead brand diagnostic and development research; Support Definitive Researches (e.g. consumer profiling, demographic study) conducted at the function/department level

- Independently assimilate learnings and inferences from available syndicated studies and conducting market visits to understand on-ground sentiment

- Track competition activities, brand health metrics and campaigns to determine actionable insights

Campaign Design and Marketing Innovation:

- Contribute to development of annual campaign plan considering changes in consumer behaviour and market environment

- Partner with creative agency by providing a robust brief and consumer insights for the brand to enable development of robust brand campaigns

- Coordinate with agency and production house to finalize detailed plans and budgets; Resolve issues from a brand perspective on campaign design and execution matters

- Partner with other agencies (brand, PR, outdoor and event) to develop detailed plans for on-ground activation

- Partner/ Coordinate with the digital team/agencies to manage and execute the social media strategy for the brand

- Coordinate with CTC and research agencies, to drive any NPD activities for the brand

Marketing Operations and Reporting :

- Develop and re-organize detailed plans and budgets based on plan achievement and market developments for the brand(s) under purview

- Drive adherence to internal SOPs and guidelines pertaining to marketing operations (for approvals, submission etc.) for the brand; Create reports for weekly/monthly/quarterly meetings

- Create Job Lists for the brand, highlight issues and red flags to the Category Head for identifying effective resolution needed; Implement corrective actions, as required

- Coordinate with regional plants to ensure timely availability of revised packaging material for excise approvals

- Proactively identify changes in existing SOPs and recommend to Category Head for approval and execution

- Ensure compliance to ICFR guidelines for all budgets related to brands under purview