Key Responsibilities :

Leadership :

- Thought leadership and strategic direction for both short term and long term based on the vision.

- Define the value proposition in consultation with the product team for each of the brands and their positioning.

- Build and maintain leadership of EFL brands in their respective categories.

- Consumer Insights

- Market Research, primary/secondary with segments of customers and trade to develop customer insights and behaviour trends.

- Seek Inputs from Consumers and integrate with product development, market segmentation and pricing.

- Understand the consumer demographics and differentiation for each of the product lines. Develop analytics and insights for more powerful decision making.

- Conduct focussed group discussions and research groups to understand the connect with the brand.

- Sharpen the product proposition and brand promise to the respective consumer cohorts.

Brand Strategy and Communication Development :

- To build brand visibility of corresponding brand reflecting the brand values across mediums.

- Positioning of the brand and develop ATL, Digital, PR, BTL initiatives to project the brand in accordance with the same.

- Brand awareness and stickiness with the brand by defining its salience.

- Develop brand guidelines and brand language.

- Conducting various brand awareness programs & promotions across trade channels

Marketing Initiatives :

- To develop an integrated marketing strategy including the marketing plan, media mix, budget, etc.

- Initiatives to connect with the customer base and consumer engagement through marketing communication.

- Initiatives to increase top line and maximize profitability.

- Work with Digital teams to drive Digital marketing initiatives across digital platforms to improve visibility and engagement with customers.

- Work with Digital Team to plot strategies around Influencer marketing, YouTube, Instagram, other mediums.

Media Planning Efficiency Management :

- New Campaign design and campaign management. Work with the agencies to define the Media Planning strategy and Media budgets.

- Coordinate with the media planning agency on mass media plan to get maximum ROI.

Management of Budgets and cost effectiveness :

- Seeking new and innovative/cost effective methods to strengthen the brand message and communication.

- Management of budgets and allocation of budgets with focus on ROI maximisation.

BTL Activities and Support

- Support respective Marketing professionals within the BU's on Collaterals, Schemes, marketing promotions.

- Support to the Product Team on ATL / BTL activities, market activation and POS marketing initiatives.

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