Ambuja Cement - Head - Brand & Promotion

Industry - FMCG

Exp. - Min 12 years

Key Role Objective :

To build a powerful connection of brand Ambuja with all the external and internal stakeholders, especially consumers.

Key responsibility areas :

- Custodianship of immediate as well as long-term health of the brand

- Developing strategies for gaining market share and price premium over competition

- Applying deep understanding of all customer groups to building insightful communication and programs

- Represent the voice of the brand within the organization and especially at the company leadership level

- Bring disruptive thinking to the cement category

Tasks :

- Develop and lead the overall marketing strategy for the brand

- Strengthen brand health: Drive brand preference and purchase among end consumers

- Drive brand visibility on mass media through ATL communication & other relevant channels

- Develop & execute outdoor visibility initiatives

- Identify disruptive and clutter breaking means of reaching out to consumers

- Ensure that the Ambuja Brand values guide all the design of all activation and engagement programs targeting key influencers and intermediaries

- Understand needs, attitudes & choice drivers of consumers & intermediaries/influencers

- Developing a robust portfolio strategy aimed at maximising Ambuja's share of the construction pie

- Working closely with state level teams to ensure alignment between central strategy and state-level marketing plans

- Lead the relationship with external agency partners (communication, research, media)

- Planning marketing calendar in line with brand objectives & budgets

- Improve internal marketing capabilities & processes

Co-ordination with :

- Other teams (sales, customer services) for brand related initiatives

- Other functions (HR, Finance, logistics) for smooth execution

Key Performance Metrics :

- Brand health parameters (Awareness, Preference, Purchase scores) amongst consumer &influencers

- Price premium over competition

- Achievement of monthly and annual sales & profit targets

- Contribution of premium products to overall business

Desired Traits :

- A deep understanding of how to build a brand led business

- Zeal to relentlessly champion brand's philosophy across the length & breadth of the organization

- Effortless toggling between long term strategy and short term tactics

- Break moulds and challenge status quo to foster a culture that fosters new ideas

- Ability to analyse and synthesize research data to uncover new understanding and arriving at powerful insights

- Strong skills in communication development & branding