Duties and Responsibilities :

Brand Building and Communication

- Design/ review the elements defining the brand - name, logo, colours, tag lines etc.

- Ensure that brand image has lasting impression in the mind of the end consumer and consumers from the target segments identify with the brand

- Supervise product packaging to ensure consistency with brand image and coming up with ideas for new packaging designs, including shape, size, colours, fonts and imagery

- Provide inputs on graphics/ structure to agencies/ Packaging development teams and evaluate feasibility (Cost, logistics), conduct and analyse pack test

- Planning and Execution of all marketing campaigns and initiatives as per agreed budgets and timelines

- Overseeing the production of TV adverts, newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, road shows and liaising with art designers, copywriters, media buyers and printers

- Prepare media briefs (objective, route, target, cost etc.) and share with media partners, ensure and monitor the execution and evaluate the outcomes vs objective of the media initiative

- Drive teams internally (operations, finance, supply chain, training) and externally (franchise partners and all agencies) for successful execution of marketing initiatives

- Do Post Campaign Analysis for all initiatives

Market Scanning

- Analyse how the brand is positioned in the market and crystallize targeted consumers insights

- Monitor market trends, research consumer markets and competitors- activities to identify opportunities and key issues

- Responsible for identifying the need, formulate and implement consumer research on the brand to drive long-term equity as well as oversee product improvements in sync with the overall brand strategy

- Work closely with distribution partners and Marketing Research companies to obtain relevant information, including the development and implementation of brand audit studies and focus groups

- Traveling internally to ensure the brand image is consistent with distributors and suppliers

Brand Strategy and Performance

- Partner with Marketing Head to understand requirements from the brand and accordingly build a brand strategy

- Translate brand strategies into brand plans, brand positioning, and go-to-market strategies

- Lead creative development and create the motivating stimulus to get the targeted population to - take action-

- Coordinate the development of communication materials such as catalogs, websites, brochures, packaging and in-store displays

- Establish performance specifications, cost and price parameters, market applications and sales estimates

- Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs) and brand health parameters

- Coordinate regular meetings and preparing regular reports outlining the brands- performance

Lead Projects

- Independently lead marketing projects for the brand from time to time

- Execute against agreed timelines

Skills Required:

- MBA from a Tier I business school with experience in Brand Management and Marketing

- Strong logical and analytical skills

- Project management and in-market execution

- Demonstrated experience in leading projects and cross-functional teams

- Strong understanding and experience in generating insights, understanding consumer behavior and brand positioning and creative execution

- Manage the creative/TVC development process and running 360 Campaigns.

Stakeholders:

- External agencies - Advertising agency, PR agency, other vendors

- Franchise partners

- Internal cross-functional teams

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