Brand Lead - Innovation | Pernod Ricard India

JOB SUMMARY

- Design the comprehensive brand positioning and consumer mapping and lead development of launch strategy and brand assets to drive consumer acquisition

- Creation of ATL and BTL assets with advertising agencies

- Lead the consumer trends and undertake concept testing to validate innovation projects

- Collaborate and work with sales team to jointly launch NPD plans across regions

- Liaise with relevant Brand Company head for business case inputs and approvals

KEY RESPONSIBILITIES:

Innovation Strategy

- To conceive, develop, implement, and execute successful innovation strategies and obtain leadership across brands

- Lead successful NPD strategy and activities to improve visibility and credibility in the media

- Develop and present innovation plans to ensure business growth within the Competitive environment

- Ensure efficient utilization and tracking of allocated and phased innovation budgets

- Constantly monitor competitive strategies and pricing and recommend innovation plan to launch NPDs in desirable markets

- Lead the PR NPD strategy which comprehensively addresses market and competitors and allocate adequate resources to deliver the strategy

- Anticipate changes in trends and environment and identify key business opportunities / risks and develop strategies for growth

- Build relationships with strategic partners, suppliers, and industry experts

- Lead the development of "Innovation" culture within the organisation

- Brand communication led media Innovations

Market Share:

- Strive towards enhanced market share for the innovation portfolio in line with the business objectives for the year

- Achieve relevant targets (Volume and profit) through conceptualizing, implementing, and evaluating marketing plans, activities, and strategies in collaboration with the regional teams

- Facilitate business and profit opportunities through Strategy Plans

Consumer Insight and Market Intelligence:

- Commission researches to use relevant market data, consumer & demographic trends to develop future market projections. Work closely with the insights team.

- Advise on new product development and strategies etc. through consumer insights derived from market research, competitive mapping, and other market intelligence

- Monitor monthly volume and industry performance of NPDs to generate accurate and meaningful insight about consumers & categories

Brand Communication:

- Lead timely implementation and evaluation of NPD marketing plans and extend the brand communication through all mediums like fashion, lifestyle, cricket, movies etc. and the other innovative ways/mediums

- Anticipate future trends in terms of communication and their impact on business

- Draw clear business implications from communication performance and use it to maximize a brands' performance

- Assess skills of creative / media agencies and continuously manage / challenge them to provide exceptional level of service

- Leverage Digital media initiatives to further strengthen the brand activation

- Media Planning - traditional and digital

Brand Activation:

- Identify promotion best practices out of the market scope, use them to inspire continuous improvement of promotions on NPDs and set up best practice sharing tools across teams and companies

- Ensure adoption of brand activation / channels relevance & strategy by the Sales team

- Allocate & prioritize promotion resources according to brand / innovation strategy

- Lead new innovative activations or promotional ideas to give our brands a competitive edge and a greater PR Value

- Project Lead for collaboration with Incubation team within Sales to drive launch metrics and monitor impact.

Cross Functional Working:

- The Innovation Team requires a multi-functional structure to support it and involves multiple stakeholder management- both internal and external

- Develop, train, and motivate Regional Marketing and Sales Teams to ensure high standards of performance

- Liaise with Brand Owners, internal departments, and external agencies for timely implementation of all activities

INTERACTIONS:

INTERNALLY:

- Cross Functional Teams: Manufacturing, Planning, Strategy, Finance, Trade Marketing etc.

- Sales - Zonal heads, Region heads

- Regional Marketing Team

- PR Leadership Team

- Consumer Insights

EXTERNALLY:

- Agencies - Advertising, Market Research, Media, PR, and Event

- Brand Owner Companies

- Suppliers and Vendors - Printing, Designing and Activation

PROFILE DETAILS:

QUALIFICATION:

- Postgraduate in Marketing Management from a Premier B School

- EXPERIENCE (Please specify in case there are any preferred industries):

- 6-10 years of total experience in handling sales and marketing of domestic and international consumer brands at National level (Including Premier category)

- Should have at least 3 years of experience in generating and translating innovation plans

FUNCTIONAL COMPETENCY:

- Business Intelligence

- Insights into Action

- Brand & Portfolio Strategy

- Product Evolution & Innovation

- Experience Planning

- Experience Activation

- Price Management

- Communication Development

- Creativity

- Project Management

- Influencing & Partnering

- Drive for Business Results

- Financial Acumen

- Digital Acumen

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