Jubilant Foodworks - Assistant Vice President - Category Head - Marketing (12-15 yrs)

Job Purpose:

Jubilant FoodWorks is amidst transformation & expansion which will fuel the next level of growth and this creates both challenges and opportunities. While JFL is the largest QSR in the sub-continent, it is set to double in scale & size with a vision towards becoming a Multi Business, Multi Product, Multi Country Operations.

Also with Indian consumers expanding their palate profile and seeking new experiences in cuisines, cooking styles and dishes, it becomes imperative that Jubilant FoodWorks offers this new age Indian consumer a variety of products that are in line with ever evolving consumer demands.

Since, In Jubilant, we believe that all Innovations must at their very core, strengthen the equity of the lead brand and also drive significant top-lines for the organisation it will be critical to view all innovations with that lens.

The incumbent will lead a team of 2-3 people and will drive innovation agenda as well as conceptualize the business driving activities online (on app) as well as offline (store level) using traditional ATL channels (TV, non-TV and digital) and well as the new age channels (CRM, in app visibility)

Key Accountabilities:

- Be the owner of accelerating the new user acquisition for Domion's through entry level pizza offerings by driving:

- Formulating marketing strategy for existing entry level offerings

- Conceptualizing and bringing to life new innovations for the entry level consumer

- Own the Sides, beverages & Dessert agenda

- Devise instore and online asset interventions to increase the attachment of these categories to the core pizza orders

- Drive innovations for these categories to address consumer needs

- Lead a team of 1-2 direct reports in driving the above agenda

- P&L Ownership of the Entry level, Sides, Beverages, Desserts part of the portfolio:

- Drive topline and bottom line for the portfolio through

- Devising business growth strategies to drive existing product offerings through levers of ATL (TV, Non TV and brand digital), CRM and in app properties on home page, menu, cart etc

- Tapping into existing consumer base and upgrading them to increasing average ticket size per order through the sides, beverages and dessert portfolio

- Increasing frequency of purchase of existing portfolio buyers

- Utilize instore and local activation strategy to increase awareness of Domino's entry level offerings, sides, beverages etc

- Develop a robust two year innovation pipeline (for the relevant portfolio) by working closely with your reporting team, cross functional partners and external partners to in line with consumer and business needs. This will include

- Build a very strong understanding of insights on food and beverage consumption in QSR category, understanding of occasions and demand moments.

- Detailed understanding of business strategy (frequency, Repeats and new customer acquisition) and how innovations can plug those white spaces to drive all these

- Constantly updating yourself with the latest in food trends across India and the globe

- Consumer need gap leading to which categories to enter into and which to strengthen

- Develop entry strategy and launch of new products. This will involve developing the full marketing mix including operations strategy, launch specifics and all ATL/BTL initiatives for year 1

- Drive collaboration by ensuring smooth partnership of team members with cross functional partners

Lead the charge on driving innovation rigour through tools like:

- Stage gate management

- Focus on consumer research

- Working closely with marketing insights team, chef team, the Supply Chain Team, the Quality Team, The Operations/Training Team to ensure robustness of the commercialisation process.

- Lead the association with key beverage partner, PepsiCo India

- Ensure yearly Joint Business Plan is aligned and agreed upon

- Drive key business objectives of beverage incidence and attachment to drive greater volume and sales mix of beverages in our stores

- Work with all key cross functional stakeholder to develop a robust value chain to drive the above

- Monitor consumption trends, focus on competitor analysis and ensure customer satisfaction

- Work closely with the Chef team, operations and supply chain team to bring idea to life

- Manage all research needs- product sensory evaluations, copy testing etc

- Drive working relationship with all agency partners including creative agency, media agency partners and on ground activation partner