Brand Manager - Marketing & Strategy - FMCG

Brand Manager

About Us :

Our story begins in 1988, when a Visionary and Industry Leader initiated the legacy of Pankajakasthuri, an iconic institution that is a household name now in every part of southIndia. Armoured by a portfolio of life transforming remedies, this thirty-five-year-old Ayurveda company assures true wellbeing to our Body, Mind and Spirit.

- Website : https://www.pankajakasthuri.in/

- Job Title : Brand Manager.

- Location : Bangalore.

- Reporting to : Chief Digital Commerce Officer.

Key Responsibilities :

P&L Management :

- Develop and manage budgets for branding initiatives, ensuring resources are allocated effectively to achieve branding goals.

- Monitor and track expenses related to branding activities, including advertising, design, market research, and promotional materials.

- Analyse the impact of branding efforts on revenue generation and sales performance.

- Assess the return on investment (ROI) of branding campaigns and initiatives.

- Identify opportunities to optimize costs while maintaining or enhancing brand quality and impact.

- Implement cost-saving measures where possible.

- Evaluate the profitability of different branding strategies and initiatives.

- Determine which branding efforts contribute most significantly to the bottom line.

- Collaborate with pricing teams to align brand pricing strategies with financial objectives.

- Ensure pricing decisions consider brand positioning and customer perceptions.

- Monitor changes in market share and assess how branding impacts market competitiveness.

- Identify opportunities to expand market share through branding efforts.

- Measure and quantify the brand's financial value and equity.

- Understand how brand strength influences customer loyalty and purchase decisions.

- Prepare and present P&L reports specific to branding initiatives and campaigns.

- Communicate financial results and insights to relevant stakeholders.

- Identify and mitigate financial risks associated with branding, such as overspending, underperformance, or market fluctuations.

- Utilize data analytics to assess the financial impact of branding decisions and to make data-driven recommendations.

- Develop a long-term financial strategy for branding that aligns with the overall business objectives and growth plans.

- Collaborate closely with finance and accounting teams to ensure accurate financial data and reporting.

- Maintain alignment between branding strategies and the broader financial goals of the organization.

- Continuously assess and refine branding strategies based on financial performance data.

- Seek opportunities for innovation and improvement in branding efforts.

- Ensure that all branding activities adhere to financial regulations and company governance standards.

ATL Marketing :

- Developing and executing ATL marketing campaigns and strategies.

- Managing the creation of TV, radio, print, and outdoor advertising materials.

- Collaborating with creative agencies and production teams to produce high-quality ad content.

- Conducting market research to identify target audiences and market trends.

- Budgeting and resource allocation for ATL marketing initiatives.

- Monitoring and analysing campaign performance and adjusting strategies as needed.

- Ensuring brand consistency across all ATL marketing channels.

- Coordinating with other marketing teams and departments for integrated marketing efforts.

- Compliance with industry regulations and advertising standards.

BTL Marketing :

- Planning and executing BTL marketing campaigns and initiatives.

- Organizing and managing events, trade shows, and promotional activities.

- Collaborating with agencies and vendors to create marketing materials.

- Developing and implementing direct mail and email marketing campaigns.

- Managing the logistics and budgets for BTL marketing projects.

- Analysing and reporting on the effectiveness of BTL marketing efforts.

- Coordinating with other marketing teams for integrated marketing strategies.

- Ensuring brand consistency and compliance with marketing guidelines.

Branding :

- Developing and implementing brand strategies to enhance brand awareness and recognition.

- Managing the visual and verbal aspects of the brand, including logos, taglines, and messaging.

- Conducting market research and competitor analysis to inform branding decisions.

- Creating and maintaining brand guidelines to ensure consistent brand representation.

- Overseeing the design and production of marketing materials, including digital and print collateral.

- Collaborating with internal teams and external agencies to execute branding initiatives.

- Monitoring brand performance and conducting brand health assessments.

- Leading brand campaigns and promotions.

- Ensuring brand compliance and adherence to brand standards across the organization.

Basic Qualifications :

- MBA in Marketing or Sales.

- 5+ years' experience in Marketing handling multiple brands in OTC/FMCG sector.

- Experience handling marketing communications in multiple regional languages.

- Knowledge of ATL and BTL media and how to use it in brand plans.

Preferred Industries :

- Sales.

- Marketing & Communication.

- Advertising.