AGM - Brand Management - Personal Care

Reports to Head - Brand Manager & CEO

ROLE OBJECTIVE: AGM/DGM Brand

Qualifiers:

Should have handled a brand worth 150 + Cr.

Should be having 6 years of experience in Brand Management of Personal Care

RESPONSIBILITIES

- Develops a strategy for the brand in alignment with the corporate plans and overall marketing plans.

- Understands & defines the brand identity & align all the brands plans accordingly Coordinates with advertising & research agencies as well as consultants to develop suitable brand initiatives to position the brand in keeping with the above identity Plans ATL & BTL so as to deliver the required value proposition, as derived from the above brand identity Coordinates with R&D for product conceptualization, positioning, new product development etc.

- Scans the business environment to explore options for revenue generation from new and existing customers. Develops and executes plans for brand extension.

- Develops annual plans and budgets for the brand.

- Keeps track of all brand-related expenditures vis--vis budgets.

- Provide strategic guidance to brand executives to develop these strategies into detailed marketing plans and executions (with special emphasis on-the-ground activities).

- Coordinates with internal & external media agencies for implementation of the Brand's strategy.

- Coordinates with other departments like Sales, R&D, Finance, Integrated Planning, Sourcing & HRD for product & brand related requirements.

- Ensures that the brand focus is maintained through media & PR activities.

- Conceives, develops, proposes, implements & controls attractive sales promotional drives across various levels of trade & consumer franchise.

- Monitors, tracks & evaluates market & competitive dynamics.

- Develops systems within brand teams which facilitate better MIS and synergy of operations Assists in developing market entry strategy for previously untapped geographies based on market intelligence Undertakes all market research for obtaining feedback on various aspects of the brand Monitors and tracks of a performance of brand based on specified criteria.

- Plans and ensures required marketing support for a brand in terms of advertising, promotion, schemes etc in coordination with the sales team.

- Monitoring and analyzing the Retail Audit for planning. Ensures that the top-line & bottom-line objectives of the brand are strictly met.

- Develops various schemes incentive/discount to increase the contribution of the brand.

- Negotiation with vendors for printing of POS materials and for the BTL activities.

- Interacts with Brand teams regularly for understanding their needs in different areas (Systems, Operations, Brand Management) and ensures necessary actions Ensures that the team is adequately trained in both functional and behavioral aspects on a regular basis Supports development of a performance was driven culture amongst all employees by implementing the PMS within the brand team

Key External Interfaces :

- Media Manager: For all media-related issues

- Manager - New Brand Development: For all new brand launches and market testing

- Sales: For planning promotions developing the marketing strategy and to et market feedback

- R&D: For new product development

- Corporate Communication: For standardized brand properties and aligning of individual brands with our brand & business focus Market Research Agencies: For market feedback on our products as well as competitors- products and strategies

- Marketing & Branding Consultants: For developing Marketing and branding initiatives

- Advertisement & Media Agencies: For all advertisement, endorsement and media-related issues

- JOB REQUIREMENTS DESIRED PROFILE

Education Experience Post Graduate Diploma / MBA or equivalent in Marketing 6-10 years in Marketing and atleast 2-3 years in a position of similar responsibility

DESIRED SKILLS Functional Behavioral Media relations Marketing Strategy Branding Sales Advertising / Promotions Planning & organizing Communication Leadership Creativity Analytical ability Note: List of skills is indicative & not exhaustive. A detailed study needs to be conducted for an exhaustive listing