Emami Group - Category Head - Talc Segment

Formulating and devising brand strategy and plans to achieve the brand objectives in partnership with the Sales and Consumer Insight teams and other cross-functional innovation teams for Brands /product categories under CCD domain.

- Deciding the marketing mix and communication strategy for the assigned brand by analyzing consumer research data, highlighting business challenges, market competiveness and consumer trends.

- Driving new product development and/or innovation of existing products and ensures conceptualization and finalization of new ideas; assessment of feasibility of newly identified product /extension concepts/innovations and go-to-market execution for the assigned categories for improved market performance (e.g., market share, profitability etc.). - Strengthening Brand equity and strategizing for improving Brand health and performance, segment wise, and aligns actions to Marketing/Brand strategy for achieving top line, bottom line and budget management for responsible Brand /Product categories.

- Driving standardization of processes and systems within the department and providing strategic guidance and direction to Brand teams to perform on-the-ground activities

Process/Sub Process Responsibilities/Activities

Brand Strategy & Planning :

- Assists in devising brand strategy and marketing plans and crafting SWOT for assigned brands /product portfolio of CCD range.

- Prepares Brand wise budget (based on primary information from team) for CCD Range and presents to HOD for approval and finalization.

- Monitors expenditure and analyzes marketing spends of assigned brands for inputs on next year's budget and modifies budget based on the performance trend of Brands.

Consumer Insight:

- Interfaces with consumers through consumer immersions & research studies to gain insights for probable product ideas and business analytics to collect competitor information and understand reason for performance/ non-performance of the Brand.

- Creates briefs for consumer studies essential for understanding the changing role of brand in consumers' lives and crafts communication briefs for the brand, based on the business challenge, marketing objective and brand task at hand.

Brand Innovation & Activation:

- Interfaces with internal resource/ external agencies for finalizing communication strategy, understanding effectiveness of brand messages and creative for the brand, including negotiations on timelines & cost.

- Prepares annual Calendar of Activation (COA) with cost break-up to track event activities and cost and monitors ATL & BTL planning & execution for brand building and extension in line with annual budgets.

- Drives region specific GTM and marketing and tactical interventions to drive business (like consumer promo, trade incentives, Field force incentives) and interfaces with supply chain for stock connectivity.

- Participates in product conceptualization, positioning and new product development in co-ordination with R&D, Operations and CQA and anchors for timely development and implementation of NPD launch.

- Monitors market performance of the categories as per operating plan and plans course corrections as required based on consumer reaction/response post product launch.

Top line/ Brand Performance:

- Improvement Monitors overall Category / Brand health, product performance segment wise and aligns actions to Marketing/Brand strategy.

- Achieves top line performance of the assigned category/portfolio/focus brands in line with the organizational goal.

- Conducts data analysis to understand category and loss/gain in market share and different market penetration and consumption patterns.

- Reviews generation of MIS /review decks on brand(s) assigned, category, competition and trade at regular intervals so as to result in effective brand management.

Bottom Line Improvement:

- Developing optimum formulation to protect profitability and ensures bottom line improvement through formulation change, Product Life Cycle management, ensuring product sustainability etc.

- Assists in improving P&L of the assigned portfolio by reviewing & analyzing competition price and proposing price revision once in 6 months.

- Manages trade spends and participates by being a part of cost management committee to execute identified projects to optimize cost.

People Management:

- Executes staff deployment and drives motivation levels of the team, monitors engagement and facilitates resolution of issues to manage efficiency levels and drives timely delivery of all operational targets by the team.