Head - Marketing - FMCG

Job Responsibilities :

Budgeting and Planning :

Plan annual marketing budget :

- Develop annual marketing strategy - ATL, social media, promotions, consumer testing etc.

- Develop strategic initiatives to increase market share and margins

- Review spend against budget by different categories - prioritize and escalate to leadership on budget issues

- Develop and submit MIS to the management on the desired parameters and frequency

Marketing Communication and Brand Management :

- Conceptualize, design and implement marketing communication strategies for effective positioning of product/ brand.

- Createbrand management strategy, brand building, brand positioning, brand mapping & evaluation

- Manage events related to product launch & promotions for accelerating the revenue growth for products. Ensure product awareness to all internal and external stakeholders.

- Develop plans to effectively utilize various media vehicles to maximize advertising mileage. Ensure top quality content and materials for supporting DPL brand and products in the market in India and globally, across all media / channels

- Manage online presence for DPL brands across various platforms

- Coordinate with third party vendors for content creation as required

- Decide pricing strategy in coordination with sales and top management

- Finalize pricing for each SKU in each geography and trade channel for India

Consumer and Market Research :

- Track competitor activity, products, pricingand consumer promotion schemes

- Conduct market research for existing and new categories to develop a business case for new products - market sizing, market shares, consumer trends

- Conduct consumer testing for pipeline products and provide inputs to NPD

Leadership :

- Provide leadership to Marketing team including career planning, performance evaluation, feedback, coaching &guidance

- Ensure adequate training of team in relevant domain

Key Internal Interactions Key External Interactions :

- FMCG Sales

- New Product Development

- Finance

- Human Resources

- Communication Partners (Ad agency, PR agency, MR agency)

- Media (Television, Newspapers, Magazines)

- Industry Forums/ Associations

Core Competencies :

- Setting strategic direction

- Creating change & innovation

- Strong executive presence and presentation skills

- Negotiation skills

- Performance management

- Engaging, inspiring & developing people Functional Competencies:

- Marketing spend management

- Tracking marketing effectiveness

- Brand management

- Promotion activities

- Market Research

- Consumer Testing

Qualification :

- MBA with specialization in Marketing

Relevant Experience :

- Minimum 12 years of overall experience across roles in sales and marketing

- Currently leading or in a senior position in marketing function

- Mid-sized FMCG and snacks companies