Brand Manager - FMCG

Brand Manager

PURPOSE OF THE ROLE: To effectively develop & communicate brand strategies, identify objectives and maximize brand potential & performance

DIMENSIONS:

Internal liaison: Marketing Leadership, Marketing /sales staff, Senior Management

External liaison: Creative agencies, international branding and design agencies, marketing consultants, research agencies, tobacco forums, brand management networks

PRINCIPAL ACCOUNTABILITIES:

- Operates as the brand champion and brand expert while ensuring brand integrity.

- Plans, implements, and executes successful consumer and trade marketing programs that encompass brand strategic planning, market positioning, pricing and promotions.

- Takes ownership of the brand P&L to ensure improvement of the brand's margins over its life.

- Contributes to annual brand planning process.

- Sets brand planning calendar, coordinates cross-functional activities and planning processes, manages timelines, and ensures timely completion of all deliverables.

- Leads the development of strategies and objectives for building and executing year-round brand engagement.

- Utilizes category and consumer insights to identify growth opportunities and drive innovation in product development as well as marketing initiatives.

- Collaborates with sales team for specific strategies for catering to markets/products.

- Drives and utilises the digitisation effort to provide reports to allow proper measurement of marketing activities and makes strategic recommendations based on analysis of ongoing trade and consumer promotion programs.

- Monitors product quality compliance and testing reports.

- Represents the company and provides support as needed at external forums.

- Performs other duties as necessary to support the objectives of division and company

ii) KNOWLEDGE, SKILLS & EXPERIENCE:

- MBA with specialization in Marketing from a top institute

- 2+ years in Brand Management

- 4+ years of relevant experience in a large FMCG setup

- Ability to develop clear and sharp brand positioning and express the same through design, digital communications and POS strategies

- Develop brand architecture which is in sync with the business strategy and the brand positioning strategy.

- Experience of handling and growing a consumer brand and new brand launches.

- Expert levels of analytical capability and thorough understanding of market research and consumer surveys

- An innovative yet practical leader with great organizational skills

iii) KEY PERFORMANCE INDICATORS:

- Brand growth ( volume,value,contribution)

- Brand image improvement (net promoter scores and other brand equity measures)

- Efficiency of spends and budgetary controls

- Innovations and new launch success

- Good networking and working relationships built at work and with external entities.