Brand Manager

JOB DESCRIPTION

Position: Brand Manager

Department: Sales & Marketing

Location: Trivandrum/Bangalore

Reporting to Chief Digital Commerce Officer

About Us

Our story begins in 1988, when a Visionary and Industry Leader initiated the legacy of Pankajakasthuri, an iconic institution that is a household name now in every part of south India. Armoured by a portfolio of life transforming remedies, this thirty-five-year-old Ayurveda company assures true wellbeing to our Body, Mind and Spirit https://www.pankajakasthuri.in/

Key Responsibilities

1. ATL Marketing

• Developing and executing ATL marketing campaigns and strategies.
• Managing the creation of TV, radio, print, and outdoor advertising materials.
• Collaborating with creative agencies and production teams to produce high-quality ad content.
• Conducting market research to identify target audiences and market trends.
• Budgeting and resource allocation for ATL marketing initiatives.
• Monitoring and analysing campaign performance and adjusting strategies as needed.
• Ensuring brand consistency across all ATL marketing channels.
• Coordinating with other marketing teams and departments for integrated marketing efforts.
• Compliance with industry regulations and advertising standards.

2. BTL Marketing

• Planning and executing BTL marketing campaigns and initiatives.
• Organizing and managing events, trade shows, and promotional activities.
• Collaborating with agencies and vendors to create marketing materials.
• Developing and implementing direct mail and email marketing campaigns.
• Managing the logistics and budgets for BTL marketing projects.
• Analysing and reporting on the effectiveness of BTL marketing efforts.
• Coordinating with other marketing teams for integrated marketing strategies.
• Ensuring brand consistency and compliance with marketing guidelines.

3. Branding

• Developing and implementing brand strategies to enhance brand awareness and recognition.
• Managing the visual and verbal aspects of the brand, including logos, taglines, and messaging.
• Conducting market research and competitor analysis to inform branding decisions.
• Creating and maintaining brand guidelines to ensure consistent brand representation.
• Overseeing the design and production of marketing materials, including digital and print collateral.
• Collaborating with internal teams and external agencies to execute branding initiatives.
• Monitoring brand performance and conducting brand health assessments.
• Leading brand campaigns and promotions.
• Ensuring brand compliance and adherence to brand standards across the organization.

4. P&L Management (Desired)

• Develop and manage budgets for branding initiatives, ensuring resources are allocated effectively to achieve branding goals.
• Monitor and track expenses related to branding activities, including advertising, design, market research, and promotional materials.
• Analyse the impact of branding efforts on revenue generation and sales performance.
• Identify opportunities to optimize costs while maintaining or enhancing brand quality and impact.
• Evaluate the profitability of different branding strategies and initiatives.
• Determine which branding efforts contribute most significantly to the bottom line.
• Collaborate with pricing teams to align brand pricing strategies with financial objectives.
• Identify opportunities to expand market share through branding efforts.
• Measure and quantify the brand's financial value and equity.
• Understand how brand strength influences customer loyalty and purchase decisions.
• Prepare and present P&L reports specific to branding initiatives and campaigns.
• Communicate financial results and insights to relevant stakeholders.
• Identify and mitigate financial risks associated with branding, such as overspending, underperformance, or market fluctuations.

Basic Qualifications

• MBA in Marketing or Sales
• 4+ years experience in Marketing handling multiple brands in OTC/FMCG sector
• Experience handling marketing communications in multiple regional languages
• Knowledge of ATL and BTL media and how to use it in brand plans

Preferred Industries

• Sales
• Marketing & Communication
• Advertising