BRAND MANAGER - INNOVATION AND CONSUMER ACTIVATION

Job Purpose :

- Consumer of today is looking for value and social purpose from the complete package that a brand offers, be it packaging or promotions or any other offerings from a brand. There is a need to define the offerings of all the LTFoods brands from a value add perspective which drive consumer preference and selection beyond just the proposition and functional benefits, which the respective Brand Managers own.

- An example of this is packaging which h delivers utility value or which delivers environmental friendliness.

- The second emerging trend is experiential marketing for driving brand selection. Recent trends have been on AI assisted experiences to physical experiences created in a contemporary environment. Creating such relevant experiences and brand physical experiences is the second purpose of this role.

- This role encompasses all the brands in the company.

- LTFoods has several consumer brands, with Daawat being the flagship brand. Its other major brands are Chef Secretz, Heritage and Devaaya. It has further expanded in health based rice offerings with Brown Rice and Fortified Rice and in rice based value adds like Daawat Saute Sauces.

Key Deliverables :

1. Create an Innovation Agenda for the selected LT brands, based on the brand agenda and on creating insights on the TA purchase behaviour and understanding of their requirements and needs which the innovation can fulfil.

2. Create an understanding of how the current LT brand's consumer is evolving in tastes and preferences; in habits and behaviours and in the way they interface with our category and with all other categories.

3. To define the role of the traditional (4Ps) and the emerging marketing mix elements in driving consumer preference and create a strategy of how to influence choice and purchase, in addition to advertising but in synch with the brand proposition and equity.

4. An annual calendar of initiatives and programs that deliver the Innovation and Activation agenda. Deliver all these agendas through creating detailed action plans which deliver superior and timely executions.

Prior Experience :

1. Marketing or Consumer Activation or Innovation roles

2. Packaging or Product Innovation roles who were part of brand teams and thus have an exposure to brand thinking and marketing concepts.

3. Have worked with and have contacts with external vendors like packaging and promotion design agencies; promotion and activation agencies, packaging suppliers; research agencies; communication agencies.

4. 5 years in such roles or a combination of such roles and brand management

Core Competencies :

1. Innovation : Ability to design new and effective ways of reaching consumers

2. Action Orientation : Ability to translate the ideas into actionable plans.

3. Independence and self drive : Can progress projects with only guidance and minimal supervision.

4. Business Orientation : Have a cost and payback orientation to plans. Ability to define business impacts of plans.

5. Consumer Orientation, in defining plans. Needs to stay on top of trends in consumer behaviour through a personal sense and feel for the same coupled with data where available.

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