Brand Manager - FMCG

Brand Manager

This is regarding job opening with a FMCG for the position of Brand Manager

KEY RESPONSIBILITIES :

Brand Delivery :

- Meet and exceed annual business objectives regarding market share, net sales and volumes for the brand portfolio

- Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores

Brand Strategy & Planning :

- Develop and Implement local brand & portfolio strategies in line with the Global brand strategy for the brand.

- Translate them in terms of defining the objectives, prioritizing the actions, mobilizing the key stake holders to achieve the plan.

- Own and deliver the annual marketing plan

- Understand and develop consumer behavior and identify insights and trends with respect to the brand. Translate the key findings to formulate strategies and implement the same

- Lead the development of breakthrough consumer programs (which will include above the line, below the line and trade facing programs)

- Constantly monitor competitor's brand strategy and pricing, share the inputs for maintaining competitive advantage.

- Drawing up & ensuring delivery of brand P&L objectives and Channel strategies

Brand Communication :

- Develop and deliver distinctive communication strategy in line with the Global brand guidelines & positioning.

- Deep understanding of traditional and new age media - mapping consumers current and potential trends, media habits, genre affinity leading to effective media planning and buying

- Have deep understanding to create Brand AFP

- Manage the brand's digital assets specifically and other social handles, work closely with the internal digital team & external agency to create & execute the local digital brand plan

- Collaboration and Integration

- Lead a cross functional and agency working team (which includes field marketing, sales, consumer insights, business planning and other business departments) fostering and building a strong multi-functional team

Brand Activation:

- Activate the brand through brand education and advocacy by leading a team of dedicated brand ambassadors - consumer, trade and internal

- Develop L3F assets (POS materials, visibility, merchandise) and work with field marketing managers as well as on and off-trade sales teams to ensure effective & timely execution

- Build, develop consumer activation programs for mass market

- Build positive brand equity with target consumers by associating with appropriate partnerships/sponsorships

Market Intelligence & Consumer Insight :

- Lead the analysis and reporting of market and competitor trends to identify salient business issues/ opportunities, working closely with divisional sales/ marketing teams as necessary

- Understand the consumer and shopper behavior to identify trends in the brand.

- Assist with the development of strategic brand review by analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies

- Monitor monthly volume and industry performance

- Be up-to-date on the legislative changes in the state impacting RTM and other business dimensions

Training and People Development :

- Create a positive working relationship and also build a high-performance culture within the team and have capacity to influence trade/Zonal marketing

- Leverage the capabilities of the larger team (immediate brand team, cross functional teams and agencies)

- Develop and coach direct report, as well as junior staff across the brand