Category Head - FMCG

OVERALL PURPOSE OF THE JOB :

- To conceive, develop, implement and execute successful brand strategies and obtain leadership for brands.

- Achieve brand objectives both by volume and profit, by efficient utilization of defined brand budgets to obtain utmost command for Pernod Ricard.

KEY RESPONSIBILITIES :

1. Market Share :

- Strive towards enhanced market share for the brand portfolio in line with the business objectives for the year.

- Achieve Volume and profit targets through conceptualizing, implementing and evaluating marketing plans, activities and strategies, both thematic & tactical

- Facilitate business and profit opportunities through Strategy Plans, SCAPA process, and Annual Brand planning

2. Brand Strategy and Planning :

- Lead successful global marketing/ brand strategy and activities to improve visibility and credibility in the media

- Develop and present brand plans to ensure brand growth within the Competitive environment.

- Ensure efficient utilization and tracking of allocated and phased brand budgets.

- Constantly monitor competitive strategies and pricing and recommend brand's pricing in order to protect and improve brand's volume and profitability.

- Lead the PR brands portfolio strategy which comprehensively addresses market and competitors

- Allocate adequate resources to deliver the brand strategy

- Anticipate changes in trends and environment and identifies key business opportunities / risks and develop strategies for growth

- Build relationships with strategic partners, suppliers and industry experts.

3. Brand Communication :

- Develop effective advertising and promotion programs to achieve best quality and cost - efficiency standards in the industry.

- Lead timely implementation and evaluation of marketing plans and extend the brand communication through all mediums like; fashion, lifestyle, cricket, movies etc. and the other innovative ways/mediums.

- Anticipate future trends in terms of communication and their impact on business

- Draw clear business implications from communication performance and use it to maximize a brands- performance

- Assess skills of creative / media agencies and continuously manage / challenge them to provide exceptional level of service

- Lead a creative / media agency pitch including selection recommendation

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

4. Brand Activation :

- Identify promotion best practices out of his/her market scope, use them to inspire continuous improvement of promotions on his/her brand(s) and set up best practice sharing tools across teams and companies

- Translate global brand strategy into relevant local activation, setting and directing brand / portfolio promotion strategy

- Ensure adoption of brand activation / channels relevance & strategy by the Sales department / Sales director

- Allocate & prioritize promotion resources according to brand / portfolio strategy

- Lead new innovative activations or promotional ideas to give our brands a competitive edge and a greater PR Value

- Liaise with Brand Owners, internal departments and external agencies for timely implementation of all activities.

5. Brand Leadership :

- Develop global brand vision & crusade for a Group strategic brand drawing on brand, consumer and key markets understanding

- Anticipate mid- to long-term changes within the environment and take them into account when defining vision

- Inspire commitment and alignment of the global network behind brand vision & crusade

- Seek and define new, engaging and inspiring ways to successfully communicate brand vision & crusade to internal and external stakeholders

6. Consumer Insight and Market Intelligence :

- Commission researches to monitor brand health and gain consumer insights

- Advise on new product development and strategies, packaging, printing technologies etc through consumer insights derived from market research, competitive mapping and other market intelligence.

- Monitor monthly volume and industry performance to generate accurate and meaningful insight about consumers & categories

- Monitor pricing analysis for effective pricing strategy of new brands/ Markets

7. Team Management :

- Managing, developing and coaching the Brand team to ensure the team acquires a greater understanding of brand management.

- Develop, train and motivate Regional Marketing Managers in order to ensure high standards of performance.

KEY INTERFACE :

INTERNAL :

1. Manufacturing

2. Planning

3. Sales - Zonal heads, Region heads

4. Regional Marketing Team

5. Insights

EXTERNAL :

1. Agencies - Advertising, Market Research, Media, PR and Event

2. Brand Owner Companies

3. Suppliers and Vendors - Printing, Designing and Activation

KEY PERFORMANCE INDEX :

Other Indices :

- Developing, implementing and evaluating marketing plans and strategies

- Meet Distribution objectives

- Awareness of Brand Health indicators

JOB REQUIREMENTS :

QUALIFICATIONS : Post Graduate in Marketing Management from a Premier B School

EXPERIENCE:

- 12-15 years of total experience in handling sales and marketing of consumer brands at National level

- At least 5-6 years of experience in a managerial capacity

- Prior experience with FMCG Industry is Mandatory

- Should have at least 5 years of experience in generating and translating customer insight into brand plans

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

- Experience in reappraising an existing or establishing a new brand / Business would be desired

FUNCTIONAL COMPETENCY :

- Business Intelligence

- Insights into Action

- Brand & Portfolio Strategy

- Product Evolution & Innovation

- Experience Planning

- Experience Activation

- Price Management

- Creativity

- Project Management

- Influencing & Partnering

- Drive for Business Results

- Financial Acumen

- Digital Acumen