Senior Brand Manager - FMCG

Company : FMCG

Exp : 6 to 15 years

Max 30 Lpa

Key Result Areas :

KRA1 : 

- Understand, Define & Continuously track evolving consumer needs

- Define & track the targeted customer in terms of demographic & psychographic profile

- Drive sharp consumer understanding through analysis of TG's consumption behavior

- Understand triggers - needs, motivations & barriers

KRA2 : 

- Define Brand Positioning & build a system to monitor brand performance

- Based on the Target Group profile, their needs and motivations, revisit/redefine existing brand positioning in coordination with the internal team & external partners

- Ensure consistent & clear understanding of the brand positioning across all stake-holders

- Oversee and ensure manifestation of brand expression across all consumer touch points in coordination with the respective stake-holders

- Set Up a tracking system to periodically monitor and provide feedback to internal & external stakeholders on Desired vs. Actual Brand Positioning

KRA3 : 

- Build & execute Communication & Marketing plans in coordination with agency partners

- Develop comprehensive annual marketing plans in line with defined business objectives

- Develop and execute seasonal communication and marketing activities in line with the stated strategy ensuring a consistent 360 approach with clear timelines and well defined measurement criteria

- Define the consumer engagement framework and undertake initiatives to engage consumers across various touch points to strengthen the Brand values & drive offtakes

- Develop annual marketing calendar and rolling 3 month calendar in alignment with marketing goals and own implementation of the same by all concerned stake-holders

KRA4 : 

Impacting Brand Financials

- Build efficient annual spend plans in line with overall marketing budget, Execute marketing plans in adherence to the budget, drive better cost efficiencies through execution innovation

- Identify new growth avenues for the brand and develop strategies for tapping into the opportunity working with relevant stakeholders

- Identify trends and insights, and optimize spend and performance based on the insights

KRA5 : 

Efficiency in marketing processes

- Drive adherence to the defined marketing processes. Develop & standardize operating process where exists none

- Manage Day to day coordination with agencies to execute the planned activities

- Monitor agency deliverables and performance. Drive continuous performance enhancement - quality of output and delivery timeline - by assessing issues and removing roadblocks

KRA6 :

 Competition Monitoring & Benchmarking

- Set up systems to gather intelligence on competitor activity constantly and Identify insights to either predict future threat or best practices that can be incorporated in marketing/ communication plan

- Consistently track emerging trends and technologies in experience delivery including best practices across different industries and ensure adoption of the same in the brand