Product Manager - Marketing & Branding - FMCG

Key Responsibilities:

Product Development & Innovation:

- Lead development of new biscuit products, variants, pack sizes, and recipe improvements from concept to commercialization.

- Collaborate with R&D and manufacturing teams to optimize formulations, shelf life, texture, and taste while ensuring cost efficiency.

- Drive renovation of existing products to improve quality, cost, or consumer appeal.

Consumer & Market Insights:

- Analyze consumer behavior, taste preferences, price sensitivity, and consumption occasions within the biscuits, cakes, rusks category.

- Conduct market research, sensory tests, and competitive benchmarking to identify white spaces and innovation opportunities.

- Track competitor launches, pricing, grammage, claims, and promotions.

Product Strategy & Portfolio Management:

- Develop category and product strategies aligned with business growth, margin targets, and brand positioning.

- Manage product mix, SKU rationalization, pricevalue architecture, and pack-size strategy.

- Define product positioning, claims, and communication briefs for ATL/BTL campaigns.

Go-to-Market & Launch Excellence:

- Lead go-to-market planning for new product launches, including pricing, channel strategy, trade schemes, and launch phasing.

- Coordinate with Sales and Trade Marketing teams to ensure effective in-market execution and

visibility.

Cross-functional Collaboration:

- Act as the central interface between Marketing, R&D, Manufacturing, Quality, Supply Chain, Sales, and Finance.

- Ensure smooth scale-up from pilot to commercial production with minimal quality or supply disruptions.

Performance Tracking & Optimization:

- Monitor product performance across key KPIs such as sales, market share, margins, distribution, and consumer feedback.

- Initiate corrective actions for underperforming SKUs and drive continuous improvement initiatives.

Regulatory, Quality & Compliance:

- Ensure all products meet FSSAI, labelling, food safety, and internal quality standards.

- Work closely with Quality and Regulatory teams to ensure compliant claims, ingredients, and packaging information.

Qualifications & Experience:

- MBA in Marketing / Business Management (preferred).

- 5+ years of experience in Product / Brand Management within FMCG, preferably in Biscuits, Bakery, or Food categories.

- Strong understanding of food product development, manufacturing constraints, and cost drivers.

- Experience managing high-volume SKUs, price points, grammage, and margins.

- Excellent analytical, project management, and stakeholder management skills.

- Creative, consumer-focused mindset with strong execution capability.

- Proficiency in MS Excel, PowerPoint, market research tools, and basic financial analysis.

Key Competencies:

- Consumer Insight & Category Thinking

- Product Innovation & Renovation

- Cost-Value Optimization

- Cross-functional Leadership

- Data-driven Decision Making

- Launch & Execution Excellence

- Marketing Plan & Execution across Traditional & Digital Platforms

- Nielsen & Household Panel