a. Analyze market, competition, category spends, past performance, etc. for the brand, identify gaps, challenges and opportunities

b. Ideate for the long-term brand vision (next 5 years) in terms of the brand communication and business numbers to deliver on today's expectations and sustain for the future; Present and iterate the vision and plans with the Marketing Manager

c. Lead discussions with agency partners to build ideas and approach for communication; Provide inputs for modification of current communication in line with long term objectives

d. Collaborate with Finance and Sales team to prepare detailed numbers on the volume projections, turnover and bottom line for the brand; Further align manufacturing for capacity and production planning

2. Brand communication:

a. Ideate and develop the brand communication plan keeping in view the long-term brand objectives and to continuously reinforce desired communications; Incorporate consumer insights and immersion findings from market research

b. Oversee execution of communication plans and guide their team from time to time; Provide inputs for issue resolution and remove roadblocks

c. Ensure alignment with various stakeholder such as agency partners for development of communication and differentiation from competition, media team for TV/ digital media execution, digital partners and internal teams such as activation and PR

3. Digital Marketing:

a. Ideate and develop digital marketing campaigns

b. Track performance of all digital marketing campaigns across platforms and analyze with respect to intended outcomes

c. Track social media presence of own brands and of key competitors

4. Brand review & Brand health metrics:

a. Closely track the brand health measures, imagery parameters and distribution numbers on a monthly basis

b. Review reports to evaluate markets wise performance, gaps and areas of opportunities; Undertake root cause analysis to identify reasons for deviations from objectives to define a future course of action

5. New Product Development:

a. Prepare plans to drive new variants for existing formats and introduce new formats

b. Collaborate with various functions such as PD, Manufacturing, Finance, etc. to evaluate product, manufacturing and financial feasibility; Use insights from market research findings and immersions to understand consumer, product relevance, etc.

c. Finalize packaging for the product in conjunction with packaging team

d. Work with the distribution team on launch decks, channel wise plans, volume expectation, etc.; Guide and resolve issues for the ABMs across stages from product brief preparation to launch

6. Driving Consumer promotions, discounts and visibility

a. Evaluating schemes/promotions of key competitors across geographies

b. Evaluating budget to be consumed for promotions/schemes and budget for promoting the promotion/scheme

c. Ideating the most suitable schemes for respective geographies and decide time period to run the scheme

d. Aligning Sales, packaging, manufacturing and finance teams to assess feasibility of schemes and alignment with brand objectives

e. Execute consumer promotion schemes (covering the objective, mechanism, merchandise etc) and prepare promotion brief and evaluate the feasibility of co-promotion by tying up with external agencies

f. Raise board notes by coordinating with Finance teams explaining reasons for price actions/promotions and their impact on business

7. Demand Planning:

a. Provide inputs (with respect to art work, packaging, manufacturing readiness, WSP and market connectivity) for the preparation of demand planning note (DPN)

8. Distribution planning:

a. Collaborate constantly with various channels such as general trade, modern trade, e-com, institutional, etc. to meet the set business objectives

b. Lead discussions with various channels for new launch planning, regular product estimate planning, trade schemes, monthly drives, visibility implementation and offers & promotions

c. Further align the stakeholders to ensure smooth distribution and movement form factory to distributors

9. Media Planning and Deployment in collaboration with media team

a. Development & execution of Media mix for specific campaign/product objectives

b. Evaluation of multiple media touchpoints - TV, Digital, Print, Radio etc. to build awareness, consideration and conversion for the product portfolio

c. Tracking of the media asset performance to ensure effectiveness and efficiency of the campaigns - brand health measures, key messages and imagery statements

10. Project Management and Cross-Functional Stakeholder Management:

a. Define the larger project / launch plans including aspects of responsibility allocations, timelines and milestones for closely tracking progress; Regularly review progress and track deviations, resolve issues and provide course correction inputs to ensure desired and timely launch

b. Continuously work with various cross functional stakeholders such as procurement, packaging development, product development, manufacturing, supply chain planning, finance, marketing services, legal and Sales team to align them to larger brand objectives and timelines of project / launch

11. People Management:

a. Support the HR team for recruitment of positions within the team; Conduct performance review and planning; Coach subordinates

b. Support HR team for Induction and immersion of new joiners

c. Work with HR team to drive and support training, and enhancing functional and business knowledge of the team; Resolve people issues in the team

Qualification & Experience:

1. Qualifications: Graduate + MBA

2. Experience:

a. Marketing and consumer centricity, with a strong brand experience in similar category

b. Experience of working on multiple projects and with multiple stakeholders simultaneously

Behavioral Skills:

1. High level of Ownership with strong result orientation approach

2. Looking for Intrapreneurs who believes in first principal approach of questioning status quo to bring fresh and innovative perspective

3. Strong analytical & problem-solving skills

4. High adaptability to constantly re-align work with changing business needs

5. Look at the larger picture and ensure full utilization of available resources and opportunities to achieve the long term and larger objectives for the brand