Talent Acquisition at Executive Search
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Senior Brand Manager - FMCG - IIM/MDI/ISB (7-12 yrs)
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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