Brand Manager - FMCG (7-14 yrs)

PURPOSE OF THE ROLE

To effectively develop & communicate brand strategies, identify objectives and maximize brand potential & performance

DIMENSIONS

Internal liaison: Marketing Leadership, Sales team, supply chain team, Technical,R&D,Legal & Commercial team.

External liaison: Creative agencies, international branding and design agencies, marketing consultants, research agencies.

PRINCIPAL ACCOUNTABILITIES:

1. Brand Strategy & Planning:

- Plans, implements, and executes successful consumer and trade marketing programs, covering brand strategy, market positioning, pricing, and promotions.

- Contributes to the annual brand planning process.

- Sets the brand planning calendar, coordinates cross-functional activities, manages timelines, and ensures timely completion of all deliverables.

- Acts as the brand champion and expert, ensuring brand integrity.

- Leads the development of strategies and objectives for building and executing year-round brand engagement.

2. Brand Profitability:

- Takes ownership of the brand P&L, ensuring the brand's margins improve throughout its life cycle.

3. Consumer Insights & New Product Development:

- Utilizes category and consumer insights to identify growth opportunities and drive innovation in product development and marketing initiatives.

- Collaborates with the sales team to develop specific strategies for target markets/products.

- Demonstrates digital savviness and a commitment to quality.

- Leverages digital tools to measure marketing activities and provides strategic recommendations based on trade and consumer promotion analysis.

- Monitors product quality compliance and reviews testing reports.

ii) KNOWLEDGE, SKILLS & EXPERIENCE

- MBA with specialization in Marketing from a top institute

- 2+ years in Brand Management

- 4+ years of relevant experience in a large FMCG setup

- Ability to develop clear and sharp brand positioning and express the same through design, digital communications and POS strategies

- Develop brand architecture which is in sync with the business strategy and the brand positioning strategy.

- Experience of handling and growing a consumer brand and new brand launches.

- Expert levels of analytical capability and thorough understanding of market research and consumer surveys

- An innovative yet practical leader with great organizational skills

iii) KEY PERFORMANCE INDICATORS

- Brand growth (volume, value, Profitablity)

- Brand image improvement (net promoter scores and other brand equity measures)

- Efficiency of spends and budgetary controls

- Innovations and new launch success

- Good networking and working relationships built at work and with internal and external entities.