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HR Head at Bajo Foods Pvt Ltd
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Lo! Foods - Group Brand Manager (10-15 yrs)
Group Brand Manager
Job Summary:
Lo! Foods is a leading Low Carb Focused Food Brand in India. We have established ourselves as the leader in the Ultra Low Carb (Keto) space and have also built out a unique distribution channel through our Cloud Kitchen network; and are the largest Cloud Kitchen brand in India focused on Low Carb.
Lo! Foods is launching 2 new FMCG Food product ranges and brands, targeted to diverse and very large (100 Mn + TAM) consumer segments; with a broad based appeal. All using the core expertise in Low Carb Foods and with a unique product line with clear and measurable health benefits.
We will have a Brand Portfolio covering very large health segment needs - Obesity, Diabetes and Strength. We are looking at a Group Brand Manager, who can anchor and build this D2C Brand portfolio; including repositioning the existing sub-brand and launching from scratch the brands in the new portfolio; and making them theMarket Leader in their fields.
Roles & Responsibilities:
Portfolio & Brand Strategy:
- Build out the Brand Architecture and strategy for the Portfolio.
- Drive consumer research to understand the Habits and Practices of the 3 Segments.
- Build a detailed Brand Definition, Proposition; along with the Brand Identity, Packaging Design; based on deep consumer understanding.
Brand Building:
- Build out the most loved brands in the segments; with distinct identity;
- Build out high visibility and recall in the consumer minds with an efficient marketing spend.
Category Building:
- Since these are new categories, and new to category products; build out a strategic long term plan for the development of the overall Product category in India.
- Execute on creating a need and realization within the consumer segment for the product line.
Revenue:
- Build Quarterly and Annual detailed Marketing and Brand Plans. Align Budgets and work with internal and external teams to meet the Revenue Goals.
- Work closely with the Revenue team to ensure the brands are meeting the Revenue Goals.
- Analyze data or insights to determine category performance and provide suggestions for growth
Product Improvement & New Product Development:
- Work with the internal teams to finalize and finetune the right pricing, packaging, place and promotion for the Organization.
- Work with R&D and Production teams to improve and build new products, based on Consumer feedback and research.
Team Building:
- Recruit the right team members, across Brand, Design, Video, Content and Social media to help execute the Brand Building Plan.
- Mentor the team to deliver World class work along with having a clear career path.
Qualifications:
- MBA Degree.
- 10+ years of Work experience
- 5+ Years of direct Brand Management experience as a Brand Owner is necessary. Only Agency experience is not sufficient.
- 3+ years of Sales / Revenue Experience is necessary, preferably offline and online both.
- Experience in launching a brand / sub-brand.
- Experience in Brand Management in an FMCG / Foods / Pharma / Healthcare consumer focused Brand is necessary. B2B (Doctors / Hospitals) only focused Brand management is not sufficient.
Having the experiences below is a plus:
- Content Led Brand Marketing
- Extensive Digital Marketing component of Brand Marketing activities and spends.
Key Skills:
- Strong communication and interpersonal skills. Especially the ability to work cross-departments to achieve results
- Strong Project management skills
- Ability to get things done
- Self Driven
- Analytical oriented
- Ability to merge creative and analytical insights
- Strong creative bent of mind.
- Communicate clear decisions, next steps, and accountability
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