Manipal Group - Brand Manager

Roles and Responsibilities:

Strategy:

- Brand Manager will be responsible for the overall brand image of the company and ensuring brand communication integrity across all marketing channels

- Strategize on brand positioning including analysis of benefit/value-based, cost-based and competitor-based positioning

- Brand strategy, including the setting of style guides, brand guidelines, brand vision and value proposition for short as well as long term

- Develop the marketing strategic roadmap and multi-channel strategy, and lead all aspects of offline & online marketing initiatives

Research & Analysis:

- Research consumer behavior and trends, monitor market trends and work with the BU head & NPD team to identify potential areas in which to invest, based upon consumer needs and spending habits

- Analysis of advertisement salience, brand resonance, market share & promotion effectiveness

- Pricing of products and analyzing the potential profitability

- Ideate on new packaging designs, including shape, size, colors, fonts, and imagery

- Analysis of sales forecasts and relevant financials and reporting on product sales

- Analyze the success of marketing campaigns and creating reports

Operations:

- Working with external agencies & cross-functional teams for the planning and execution of all communications and media actions on all channels

- including print, broadcast, online and social media to ensure that products and services resonate with customers- expectations and to build the credibility of the brand

- Supervise advertising, product design and other forms of marketing to maintain consistency in branding

- Oversee the production of ATL & BTL Initiatives - TV adverts, newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, roadshows and liaising with art designers, copywriters, media buyers and printers

- Supervise the sign off of marketing literature and campaigns, liaising with legal and compliance personnel, ensuring the designs and messages meet the company brand and regulatory guidelines

- Monitor product distribution and consumer reactions through focus groups and market research

Key Qualities/Attributes:

- Ability to think strategically and derive strong consumer insights from research & analysis

- Ambitious enjoys challenges and has a passion for design & consumer behavior analysis

- Excellent communication skills and ability to work with cross-functional teams

- Strong analytical skills and business acumen

- Independent, hands-on, proactive and be able to work in fast pace environment

Preferred Experience & Qualifications:

- Demonstrated brand strategy experience preferably in the beauty retail sector with brands such as Body Shop, Kama Ayurveda, Forest Essentials etc.

- 8-10 years of In-depth marketing experience in similar roles

- Demonstrated experience in the art of storytelling

- Engineering degree and MBA - marketing from a reputed institution