Lead - Consumer Marketing - FMCG

Role Title: Lead - Consumer Marketing - This will be a IC role.

Location: Mumbai/Hyderabad

Reports to: BU Head /Head Marketing

Key Responsibilities:

Top line & Bottom line achievement

- Responsible for creating Consumer Marketing initiatives to drive business growth including vision and strategy, connections, insights, content/assets transferring best practice and exceptional consumer engagement.

- Develop and own the Consumer Marketing brand vision across chosen spaces including supporting the VI/BI & Brand Guardrails, performance marketing in D2C platforms and updates on

- Periodical circulars about brand's achievement, market trends

- Conduct and align Quarterly briefing sessions on brand communication/ inputs and performance with Business Head, Senior Management and Key Stakeholders

- Crafting strategies for the marketing leads, including Digital, Advertising, Communications and Creative

- Promotional Material; i.e. LBL, Inputs etc on a timely basis for effective marketing

- Allocate promotional budget brand wise and promotional mode wise

- Plan for quarterly inputs and mode of inputs

- Negotiate with multiple vendors for cost effective input selection

- Coordinate with selected vendor on agreed time, quality and quantity supply of inputs.

- Allocate inputs geography wise.

- Coordinate with vendor and logistics vendor to ensure timely dispatch to the field as per allocation

- Continuous monitoring of the planned activities and reorganization of promoted initiatives to improve cost without affecting top line.

- Identify and prioritize target experts and define clear consumer portraits. Ensure our brand message is strong and consistent across all channels, media mix and marketing efforts (like events, email campaigns, web pages and promotional material)

- Design branding, positioning and pricing strategies. Analyze consumer behaviour and determine customer personas

- Direct the role of Consumer Marketing with respect to Innovation and ensuring that all innovation launches that require Consumer Marketing support are fully delivered; determining the right product positioning and validated asset and claims development and delivery.

- Identify opportunities to reach new market segments and expand market share

- Lead the digital transformation agenda with outstanding consumer marketing practices and digital connections, stand-out creative ideas and solutions with an integrated media mix.

- Lead the development and implementation - in collaboration with Business Analytics, Market Research, and Competitive & Scientific Intelligence - of a clear ROI-based approach to consumer marketing based on analytical models, insights and information that lead the consumer marketing practices across the organization

- Monitor competition (acquisitions, pricing changes and new products and features).

- Participate in the quarterly and annual planning of company objectives

- Effectively Manage the A&P for each brand

- Digital and E-Commerce marketing and create a strong ecosystem

New Product Launch (As and when required):

- Identify potential areas of New Product Launch in the assigned opportunity spaces alongside our insighting lead :

-Desk Research, Nielsen, BHTs, U&A, Primary Research/ Syndicated data, consumer immersions with Insights Lead

- Analyse market potential for the identified new products

- Conduct primary research with the help of market research for achieving clarity in the right consumer segment, right launch volume and right price.

- Work with finance to validate the profitability/ viability of the product.

- Coordinate with packaging, Design and Media agency for product features finalization.

- Prepare sales projection, sampling plan for at least 6 months - 1 year from launch.

- Prepare stock allocation and ensure proper distribution in all geographies through SCM.

- Parallel, finalize on promotional activities, input plan and work towards a launch as per the agreed timelines with PMO/NPD Project manager.

- Ensure regional launch meetings for the new product through RSM's.

- Analyse consumer trend and drives leadership position (jump in ranking, growth more than market) for the brand.

Key Personal Attributes:

- Strong negotiation and influencing skills

- Strong understanding of the Consumer landscape and handling CPG/FMCG brands. Proven experience in Consumer marketing in Nutrition and Healthcare space

- Strong commercial acumen with experience in P&L/budget management, pricing and COGs strategy development

- Outstanding influencing, interpersonal, presentation and communication skills

- Ability to plan multiple products communication and deliver results according to plan with the brand leads

- High people orientation, multitasking, Agile, Execution excellence with both tactical and strategic mind-set.

Education & Experience:

- Any Graduate with MBA in Marketing with 6 to12 years of Brand Management experience.

- Experience running successful marketing campaigns

- Good knowledge of digital marketing, web analytics, Google Ad-words and creating digital campaigns

- Leadership skills with the ability to set and prioritize goals

- Analytical mind

- Exposure in Consumer Healthcare or Nutrition Industry will be preferred