Brand Manager - FMCG

To conceive, develop and execute successful brand strategies to achieve defined brand objectives and effectively obtain leadership

KEY RESPONSIBILITIES

1. Market Share:

- Delivering on annual Business objectives on market share, sales and volumes for the Brand.

2. Brand Strategy and Planning:

- Develop and Implement local brand & portfolio strategies in line with brand positioning.

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

- Develop and implement brand promotional activities across various touchpoints.

- Effective and optimum utilization of the monthly budgets

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

- 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.

3. Brand Activation:

- Identify and deploy best practices for improved promotional activities.

- Translate the brand strategy into local brand activation/promotional strategy.

- Complete ownership of new promotional ideas and activities to achieve competitive advantage.

- Explore on the ground initiatives and innovations in lines with strategic objectives

- Communication and liasioning with various regions and departments

4. Brand Communication:

- Significant Media Planning and consumer affinity program knowledge

- To have experience in Brand building

- Digital capabilities

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

- Identify and benchmark best practices in communication strategies.

- Maximize return on investment from the budget.

- Drive advertising and event management companies to achieve higher performance for the brand

- Develop established brand properties and events

- Leverage Digital media initiatives to further strengthen the brand activation.

- Develop and source/ replicate merchandising material and promotional material.

5. Consumer Insight and Market Intelligence

- Plan new Product Development, packaging etc through consumer insights derived from market research, competitive mapping and other market intelligence.

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

- Leverage the above results and translate them into action plan to achieve business objectives.

- Use the above insights and explore opportunities to address market needs

- Monitor monthly volume and industry performance

- Be up-to-date on the legislative changes in the state.

6. Others

- Work with cross functional teams and external associates to ensure quality in execution

- Guide and motivate Regional Marketing Manager and his team for high performance of relevant brands budget

- Efficiency in budgets

- Negotiation skills

KEY INTERFACE

INTERNAL

- Marketing - Regional Marketing Team

- Sales - Key Accounts Team

- Brand Company team

EXTERNAL

- Brand Ambassador and agencies

- Opinion Leaders

- Marketing agencies - Advertising, Media, Public Relations and Event Management

- Market Research Agency

- Merchandising Company - Suppliers and Vendors

KEY PERFORMANCE INDEX

- Brand A:

- Volume target: C/s

- CAAP target: Crs.

- Market Share %:

OTHER INDICES

- Media understanding

- Digital media

- New Product Development

- Launch of new packaging

- Volume vs. Industry Performance

- Utilisation of marketing budget as per monthly phasing

JOB REQUIREMENTS

QUALIFICATIONS:

- Post Graduate in Marketing Management from a Premier B School

EXPERIENCE:(Please specify in case there are any preferred industries):

- 7-10 Years of total experience with minimum 4 years of experience as Brand Manager.

- Prior work experience with FMCG Industry is mandatory

- Experience of independently managing a Product/ brand Portfolio or a business line to generate top line growth and drive cost efficiency

- Should have experience in managing brand activity in the Digital Space

- 1-2 Years of sales experience would be a great plus

- Strong in Ideation, Strategic thinking and ability to execute tasks independently

- Preferred Industries - Premium PR brands internationally/premium brands in other liquor companies/premium hotels/premium tobacco/premium credit cards or other lifestyle brands

BEHAVIORAL COMPETENCIES

- Very strong communication and Interpersonal Skills

- Creative sensibilities

- Strong focus on prioritization - Identifies critical activities to reach his/her goal and eliminates roadblocks

- Action and result oriented - Steadfastly pushes self and others for results

- Accountability and Self Direction

- Passionate and enthusiastic

LEADERSHIP COMPETENCIES:

Competency Name Comments

Strategic Vision - Proactively participate in projects that involve change.

- Translates objectives into tactical action plan.

- Understand various business areas and functions at PR, and effectively builds internal relationship as well as external.

Entrepreneurship - Propose new ideas, methods on improving the brand performance.

- With a positive attitude encourages team to support an idea/project.

- Influences others to gain support for an idea or cause

Result orientation - Assigns tasks and accountabilities to the relevant individuals for achieving results.

- Composed and works towards achieving individual goals with high performance standards in challenging environment.

- Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results

- Achieves own individual objectives, applying professional excellence standards and delivers high quality work

Live The values - Maintain highest level of professional standard that are aligned with PR's values, ethics and charter.

- Committed to CSR; encourages and establishes an environment of mutual trust by honest, straight forward and transparent communication within the team.

- Establishes a mutual trust environment by communicating in an honest, straight forward and transparent manner with colleagues at all levels

- Displays enthusiasm and values the contribution of each employee to the

success of the Pernod Ricard

People Development - Give continuous feedback and encourage people to work outside their comfort zone and work as a mentor/coach.

- Educates himself/herself on the PR's resources and processes.

Team Management - Inspire team members to take decision and guide, support them.

- Encourages teamwork and facilitates the process of effective decision making amongst the team members.

FUNCTIONAL COMPETENCIES:

Competency Name Comments

Analytical Skills - Translate complex data/information into clear insights.

- Propose alternative, draw articulated conclusion and build comprehensive action plan to have decisive impact on the organization.

Innovation - Translate consumer insight and business trends into - innovation projects- to align with brand strategy.

- Co-ordinate across departments to deliver the - innovation project-

- Define KPI's and analyse the ROI to assess the performance of the - innovation project- .

Project Management - Ability to plan and organize complex and diverse tasks into small projects.

- Sell these projects to the stakeholders.

- Set KPI's and monitor timelines, costs and project risks.

Brand Leadership - Advocates and persuades the brand vision and crusade.

- Develops and validates the same for the local and regional brands, drawing on brand, consumer and market understanding in line with the Brand owner.

Creativity - Ability to explore and generate new ideas to resolve problems and give a new perspective.

- Encourage creativity and champion new ideas and bring them to life by taking calculate risks.

Business Acumen - Demonstrate good understanding of business environment, PR's financial terms.

- Manage the A&P budget efficiently.

- Analyze relevant business criteria to define corrective action plans.

- Understand how P&L lever optimizes business performance.

Relationship Building - Proactively communicate across departments and external stakeholders.

- Identify potential conflicts and resolves it.

- Proficient in dealing with people across levels as well as external stakeholders.