Brand Manager - Styling - Beard & Hair Vertical - FMCG

JOB DESCRIPTION

Role Title Brand Manager - Styling (Beard and Hair)

Department Marketing Business Unit

Sub-Department Group

Organizational and Category Overview

- Park Avenue is the Flagship brand of JKHC, which has a strong anchor in male grooming space.

- The organization has been on a transformative journey over the last 2 years and is currently one of the fastest growing FMCG at 40% YOY growth.

- Most of this growth has come from organic business expansion, which is a strong reflection of strength of brand.

- Now with strong anchoring on existing business, organization wants to leverage its strong presence in Male Grooming space by expanding into emerging sub-segments.

- Extending Park Avenue brand into Styling (Hair and Beard) is an opportunity which the organization wants to leverage, by driving growths in current sub-segments and launch the complete portfolio.

Industry Overview- Styling: Beard and Hair

- https://www.tribuneindia.com/news/trends/grooming-is-blooming/562424.html

- https://timesofindia.indiatimes.com/business/india-business/beard-care-mkt-grows-to-rs-100cr/articleshow/62421528.cms

- https://www.livemint.com/Opinion/TfKuXA4eNdoLy7bOjyr0DL/Whats-with-the-beards-boys.html

Role Summary

- The candidate will be responsible for creating and driving the Styling category for the organization, which includes driving existing products and launching full portfolio of products in Beard and Hair styling.

- He/she will be responsible for both upstream and downstream projects in styling segment, which is one of the fastest growing segments in FMCG and anticipated to evolve into one of the largest as well.

- This will involve envisioning and creating portfolio strategy for Medium and long term.

- Developing and evolving product/category insights as well as implementing it across 4P's.

- Create winning products and propositions which are successfully tested with consumers and vs. competition.

- And successfully launch them in market which includes creating RTM, relevant communication (development and roll-out) as well as doing post launch evaluation.

The essence of Role - Key Accountabilities

- Operational Deliverables - Existing Products- Develop business support plan that will help achieve top line and bottom line objectives.

- New Products- Create a robust consumer proposition, packaging and launch plans which include both consumer roll-out as well as channel roll-out.

- Leverage emerging channels like E-comm, Lifestyle format stores both online and off-line and other alternate channels (e.g. Salon, Cosmetics, etc.).

- For existing and new products creating consumer relevance and trial road-map using ATL and BTL mix.

- Accountable for successful and timely execution of agreed activities as per aligned annual calendar.

- Regular Reporting of business performance of the portfolio (existing product and new launches)

Strategic Deliverables

- End to End responsibility for new category development/product development and new category/product launches.

- Category mapping, concept work, working in and leading CFT's for new product development.

- Creating medium to long term framework for product portfolio.

Role Dimensions

Financial Dimensions - Revenue

- Gross Margin

- ASP

- Market share

Non-Financial Dimensions - Brand Management

- New Product Development

- Market Research

- Communication development

- Sales & Distribution Planning

Role Complexity [E.g. Location, Industry dynamics etc.]

a. Cross Functional Coordination

b. Agency partner Management

c. Liaison with sales and trade marketing teams

Qualifications

Educational Qualifications - Must be an MBA in Marketing From a Reputed Institution

Experience Required - Must have overall 4-6 years of experience in FMCG

- Have experience in independently managing a brand/category for 3-4 yrs.

- Must have worked on product development (Development to launch).

- Must have experience of minimum 1 years in FMCG sales

Professional Certifications Required

Functional Skills Required - Both conceptual and practical understanding of Marketing/Brand Management having worked on creating long term brand strategy.

- Understanding how product development process works, having shouldered the responsibility of a product development independently.

- Conceptual understanding of market research processes along with the sound understanding of the practical application.

- Developing a support plan that will help achieve the objectives

Desired Competencies / Behaviours - Analytical & Strategic

- Execution Skills

- People Management

Impact of Influence :

- Internal Interactions / Influence Cross Functional Teams - R&D, Sales, Supply chain

- External Interactions / Influence External Vendors - Creative/Media/Research/Design