Pernod Ricard India - Brand Manager

Brand Manager

OVERALL PURPOSE OF THE JOB :

- As Brand Manager, this person would be responsible for driving execution & timely delivery of the annual marketing plans & regional brand actions emanating from the brand strategy.

KEY RESPONSIBILITIES :

1. Brand Delivery :

- Achieve the annual business objectives regarding sales volumes, market share for the brand

- Continuously monitor & ensure strong brand equity scores

2. Strategic Planning :

- Drive and deliver the annual operating plan

- Drive the execution & timely delivery of the annual marketing plans & regional brand actions emanating from the brand strategy laid out

- Drive development of breakthrough consumer activations & programs (which will include above the line, below the line and trade facing programs)

- Drive the influencer marketing programs and other innovative music, tribe and lifestyle programs

3. Brand Communication :

- Map consumers current and potential trends, media habits, genre affinity leading to effective media planning and buying

- Drive the brand's digital asset plans : Instagram/ Facebook handles specifically and other social handles, work closely with in-House Digital Team to create & execute the local digital brand plan

- Develop brand communication with the Creative Content Manager

- Develop media plan and touch point strategy in conjunction with the media agency

4. Collaboration and Integration :

- Engage with cross functional teams & agencies (which includes but is not limited to creative agencies, field marketing, sales, consumer insights and other business departments) to drive key brand deliverables

5. Brand Activation :

- Drive & activate the brand through brand education and advocacy - consumer, trade and internal

- Drive & develop L3F assets (POS materials, visibility, merchandise) and work with field marketing managers as well as on and off-trade sales teams to ensure effective & timely execution

- Collaborate with regional marketing managers to ensure efficient roll out of the central marketing & regional activations cross markets

6. Market Intelligence & Consumer Insight :

- Drive the analysis and reporting of market and competitor trends to identify salient business issues/ opportunities, working closely with divisional sales/ marketing teams as necessary

- Understand & analyze the consumer and shopper behavior to identify trends in the brand

- Drive strategic brand review presentations by analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies

- Monitor monthly volume and industry performance along with A&P review & utilization

- Be up-to-date on the legislative changes in the state impacting RTM and other business dimensions

KEY INTERFACE :

- INTERNAL

- Marketing - Regional marketing team and national trade marketing

- Sales - Domestic

- Creative Content Manager

- EXTERNAL

- Marketing agencies - Creative, Media, Public Relations and Event Management

- Market Research Agency

- Merchandising Company - Suppliers and Vendors

- OTHER INDICES

- Brand activation on digital media

- Volume vs. Industry performance

- Utilization of marketing budget as per plan

JOB REQUIREMENTS :

QUALIFICATIONS :

- Post Graduate in Marketing Management from a Premier B School

EXPERIENCE :

- 6-14 Years of overall experience with 3-5 years of strong experience in strategy/ marketing mix development & deployment

- Should have experience in managing brand activity in media & digital space

- Experience of independently handling business line to generate top line growth and drive cost efficiency will be an added advantage.

- Strong in ideation, strategic thinking and ability to execute tasks independently

- Strong ability to individually roll out brand interventions to ensure efficient execution

- Preferred Industries - FMCG, Liquor or other Consumer Facing Companies

- From a premier institute

FUNCTIONAL COMPETENCIES :

- Strong Analytical Ability

- Business Intelligence

- Insights into Action

- Product Evolution & Innovation

- Experience in Activation

- Price Management

- Creativity

- Project Management

- Influencing & Partnering

- Drive for Business Results

- Financial Acumen

- Strong Media Fundamentals

- Digital Acumen