1. Brand Management

- Lead and manage assigned brands to drive sustainable growth in volume, NSV, and gross margin.

- Conduct consumer, trade, and competitive analysis to support the development of Brand Seed, Brand Pyramid, and Brand Proposition.

- Support long-term and short-term brand strategy formulation aligned with category and business objectives.

2. Consumer Promotions & Pricing

- Conceptualize and evaluate consumer promotion ideas; assess feasibility and impact.

- Coordinate with Central Planning, R&D, Technical, Legal, Purchase, and other stakeholders for approvals and execution.

- Gather competitive pricing data (including margins and schemes).

- Analyze impact of pricing changes on sales and profitability and propose pricing revisions to improve brand performance.

3. New Product Development (NPD)

- Develop concept notes and draft project charters with cross-functional teams.

- Define project plans and coordinate execution across assigned project members.

- Lead consumer validation and testing of concepts and samples.

- Coordinate with Legal on branding, claims, artwork, and statutory compliance.

- Ensure timely circulation of approved artworks, shade cards, and top covering sheets.

- Deliver new products that delight consumers while meeting company norms on cost, quality, and timelines.

4. Marketing Services & Communication

- Prepare annual and monthly activity calendars aligned with brand plans and budgets.

- Allocate marketing spends and manage A&SP budgets effectively.

- Create detailed briefs for media and creative agencies based on brand strategy.

- Review media plans, provide feedback, and ensure alignment with brand objectives.

- Coordinate execution of marketing activities and communicate plans to Sales with expected impact on volumes.

- Track campaign performance and ensure post-activity evaluation.

5. Market & Consumer Understanding

- Draft research briefs and questionnaires (QREs) for consumer and market research studies.

- Evaluate and approve research plans in line with objectives.

- Participate in research studies and analyze findings.

- Share actionable insights with R&D and other stakeholders to strengthen brand relevance and competitiveness.

6. Statutory & Legal Compliance

- Work closely with Legal to ensure compliance for consumer promotions, branding, claims, and contracts.

- Provide intent, scope, and necessary inputs for approvals.

- Ensure incorporation of IPRS and other statutory guidelines across marketing initiatives.

7. Planning, Forecasting & Budgeting

- Provide monthly sales forecast inputs to Central Planning based on brand activities.

- Lead annual sales and marketing budgeting for assigned brands.

- Analyze category growth trends and plan initiatives to achieve targeted growth.

8. Channel & Distributor Support

- Provide marketing inputs for distributor relationship programs.

- Support Terms of Trade planning aligned with brand strategy.

- Coordinate promotional planning to support trade and channel effectiveness.

9. Performance & Process Management

- Define KRAs in alignment with business goals and review with reporting manager.

- Conduct self-assessments and support performance management processes.

- Manage brand-related portal content and ensure timely updates.

Key Competencies

- Strong brand strategy and execution capability

- Consumer-centric mindset with analytical rigor

- Cross-functional leadership and stakeholder management

- Strong understanding of FMCG pricing, promotions, and NPD

- Ability to manage agencies and budgets effectively