Emami Group - Senior Brand Manager - Digital First Brands

- Defining the New Product strategy for brand Zandu

- Understanding the E-Commerce business dynamics and accordingly define the product entry strategy

- Identifying new categories and products with the right fitment with brand Zandu

- Build a strong product pipeline of atleast 100 new products for next one year

- Identify the complete pricing, sourcing, marketing strategy and execution of the same

- Managing the NPD portfolio P&L with a healthy topline and bottomline

- Launch the brands in digital space and define the marketing plans for successful launch across categories

- Own the digital first brands and launch them in other channels post success stories in digital space.

- Leading consumer studies for insight mining and assisting in conceptualization of new ideas, assessment of feasibility of newly identified product /extension concepts/innovations and go-to-market execution for the assigned Brand/Product Portfolio for improved market performance (e.g., market share, profitability etc.).

Process/Sub Process Responsibilities/Activities

Brand Strategy & Planning

- Devising brand strategy and formulation of brand vision, brand architecture & plans for Zandu Digital First brands.

- Devises annual marketing plan for ZanduCare range in consultation with team & with approval from HOD for finalization.

- Prepares Brand wise budget (based on primary information from team) 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

- Conducts market visits to gather consumer insights 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 Activation & Management

- 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 channel specific GTM and marketing and tactical interventions to drive business (like consumer promo, trade 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.

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.

- Improvising brand P&L by reviewing & analyzing product performance, competition and proposing corrective measures on a monthly basis