Function: Marketing

Key Stakeholders:

Internal:

Group Product Manager,Marketing Support Functions (Research / Media),Sales & Trade Marketing,Planning,R&D,Scale Up,Purchase,Commercial 

External:

Advertising & Design Agencies,Media and Research Agencies,Consumers and Shoppers,Trade 

Educational Qualification: MBA with a specialization in Marketing 

Experience: At least 3-5 years of total experience wherein 2 years in Brand Management in an FMCG / Retail set up and 1-2 years in Sales 

Key Responsibilities:

Brand Planning

·         Work on Brand Annual Plans, Quarter Plans as well as Monthly Activity Plans to ensure growth, profitability and innovation objectives of business

·         Draw up activity calendars and required budgets

·         Review and present status against these plans, objectives and budgets

 

Brand Idea Management:

·         Mine and refresh consumer insights to help Create / Refine / Refresh Core Brand Idea and proposition

·         Carry out consumer, trade and competitive analysis and provide inputs to the Group Product Manager in the process of defining the Brand Seed, Pyramid and Proposition. 

Consumer & Market Research:

·         Ensure periodic connects with the consumers and market to be the first voice of the consumer and market

·         Ensure all major decisions on brand are vetted or checked for gross negatives using relevant qualitative and quantitative research in conjunction with the CI team

·         Draft briefs for the market research agency for consumer research related to the Brand. Prepare QRE's based on objective. Review research plan, provide feedback, seek approval on the plan finalized. Provide inputs into selection of respondents and participate in research. 

Pricing:

·         Gather competitive information on pricing inclusive of all margins and schemes, analyse effect on sales due to pricing structure revision, prepare price change proposal and share with the Group Product Manager in order to sustainably increase the Volume, NSV and Gross Margin of the assigned Brand 

Consumer Promotions:

·         Brainstorm and generate alternate consumer promotion concepts plans. Assess commercial and execution feasibility of shortlisted concepts and communicate final concept to Central Planning, R&D and Technical. Seek approval from Legal on the selected consumer promotion. Coordinate execution with Planning and Purchase. 

Media:

·         Create brief for media agency based on brand vision, plan and objectives.

·         Draw up the media activity calendar and allocate expenses based on activity, brand plans and budget allocations. 

·         Assess media plans to ensure that brand objectives are being met and ensure on time execution. Review media execution versus plan.

Communication Management:

·         Draft creative briefs for creative agency to chalk out the brand communication objectives

·         Work with the creative agency to convert the brief into a powerful communication idea and creative output

·         Lead the process of communication creation and execution

Agency Management:

·         Work with multiple creative agencies (Creative, Packaging, Digital, PR) to ensure that brand activities are designed and executed as per brand needs

Market Execution & Activations:

·         Seek required approvals for all brand activities, communicate plans to Sales with timelines and probable effect on sales due to the activity, and approve incurred expenses based on the approved estimates in order to manage marketing services pertaining to the select brands for BIL

·         Design activation ideas and find relevant execution partners

·         Manage the activation process to ensure impactful market execution

Innovation Management:

·         Scope environment for portfolio gaps or market gaps. Create the Innovation funnel for the brand.

·         Prepare product and concept note and prepare draft charter for the project with the help of assigned multifunctional resources. 

·         Define Project plan and timelines and lead the cross functional team to ensure desired objectives.

·         Lead the consumer validation at each step of the Innovation funnel.

·         Create the overall marketing mix for the new product offering (Packaging, Pricing, Trade Offering, Promotion) 

·         Lead the product launch and ensure tracking of launch in incubation stage

Profitability Accountability:

·         Ensure profitability objectives of brand are aligned with business objectives of organization

·         Identify the need for projects (pricing or cost efficiency) and ensure relevant teams are aligned on the same

·        Ensure A&SP management

Other Responsibilities: 

·         Ensure Statutory and Legal compliance by providing intent, scope of contract and relevant information on planned consumer promotions to legal, provide feedback for modifications on the first drafts gain approval on the contract based on coverage of scope defined and also a principal approval on terms from other parties involved. 

·         Incorporate of IPRS guidelines into development of items in order to ensure compliance to statutory and legal guidelines. 

·         Monthly Sales Forecast: Provide inputs to Central Planning on the activities planned for the brand and the timelines for the same in order to contribute to sales forecasting. 

·         Portal Management: Provide content and scope of content for portal management 

·         Distributor Relationship Management: Provide inputs to the distributor relationship plan from a budget/consumer/brand perspective 

·         Terms of Trade Process: Provide inputs in planning of promotional activities based on brand strategy 

·         Performance Management: Set and define KRA's and discuss the same with Superior for changes/approval, complete self assessment form based on KRA set at the start of the period