Business Head - Beverages - IIM/ISB/MDI/FMS/Ivy League

Business Head - Alcohol/Beer Beverages 

Job Description:

Budgeting & Performance

- Draw up an Annual Operating Plan for each variant under the portfolio. The annual operating plan should include EBP, Volume, Marketing Spends.

- Draw up & execute on a detailed brand plan covering each activity & campaigns listed under annual operating plan in order to consistently grow the business through proper allocation of funds against the most important volume & brand levers.

- Review the brand plan on quarterly basis for course correction against targets set forth in Annual Operating Plan.

- Develop and implement short and long-term channel strategy to drive growth in selective distribution through on-premise & off-premise trade channels.

Portfolio Management:

- Manage and grow brand's portfolio of variants and sub brands in terms of reach, awareness and volume.

- Guide the positioning of each brand variant in the portfolio by defining the core product attributes, key customer segments, unique proposition & reason to exist.

- Maximize market share for each consumer segment through an effective mix of market selection, SKU mix, pricing, channel selection, consumer promos & trial generation.

- Design all consumer marketing campaigns for the portfolio across ATL, BTL, Digital, Trade On-premise, Off-premise & QCOs.

- Develop & Implement right channel marketing strategy for each variant to drive growth in relevant point or sale.

- Drive the target trial and volume number through effective use of consumer promos, sampling, events etc. for the portfolio.

- Conduct Brand Variant level research for identifying product market fit, key consumer segments, Occasions etc. for winning market share.

- Design & implement campaigns for the new product and SKU launch

Marketing Communication:

- Build & execute effective marketing communication across campaigns to deliver on campaign objectives & build right associations with the target segments.

- Managing partner eco system for developing marketing material & content for the portfolio.

- Training trade marketing & sales teams with brand variant ethos, marketing communication kits, guidelines etc.

Process Management:

- Develop collaboration rituals and way of working with various internal and external stakeholders to develop the right flow of information & accountability.

Go to Market:

- Develop high impact brand programs in order to drive large scale awareness & adoption to support long term brand growth

- Work with key service providers internally & externally to execute on marketing campaigns.

- Work with trade marketing & sales teams build marketing campaigns in sync with objectives defined in the Brand Plan.

- Work hand in hand with sales teams to implement key brand programs across all strategic channels with an objective of ensuring perfect execution of brand programs and drive sales.

- Lead & execute key integrated campaigns defining a go to market strategy & KPIs

- Lead & manage all creative concept work on the variant brands under the portfolio.

- Maintaining Brand Integrity across all marketing initiatives and communication and controlling the same through deploying style guides, brand guidelines, communication

templates and campaign toolkits.

Market Knowledge & Future Trends

- Track marketing activities of key players in the segment.

Brand Training & Evangelizing

- Lead variant training programs for all levels of the organization & key partners (including agencies & trade). Design the curriculum, create the content and manage the delivery.

Key Results Areas:

- Develop, implement, and measure marketing campaigns to connect with key customer segments and meet AOP targets.

- Increase in Brand Variant Awareness, Preference, Trials & Volume Growth.

- Strong relationship with key customers & influencers.

Key Performance Indicators

- Brand Variant Awareness % (Amongst Target Segment - Consumers & Customers)

- Volume & EBP (As per AOP)

- Brand Equity Parameters / Brand Associations

- NPS Score (at brand variant level)

- Program Specific Metrics

 Key Skills Non- Negotiables

- Business Acumen & Analytical Outlook. Should have led a category with deep penetration in Tier 2 & Tier 3 , Regional Media Understanding & Execution, Good Negotiation Skills.  Consumer Orientation.

- Good to have

- Data Analysis o Insights driven mindset.

- Technical

- 7-9 years of marketing experience in Hospitality, Alcobev, Premium Beverages.

- MBA (Marketing ) from a premier institute from India / Global 

- Excellent interpersonal and communication skills. Must be able to work with all levels inside and outside the organization and must be able to adapt to various work styles, personalities and profiles.