Global Category Manager - Personal Care Brand

A Leading personal care brand, a 50:50 JV (leading Indian Group and US Company) having Global presence is looking for a Global Category Manager

Roles & Responsibilities

The Category Manager shall interact & provide decisive influence to the process of Product Development. The role starts from receiving and understanding the brief, determining business potential of the product, thorough understanding of category & competition, leading strategic development and creating unique differentiation in product mix and positioning, interaction with different departments and facilitating the development of the product to ensure the product is delivered at lightning speed. However, one should not forget that the quality of the product delivered should be world class. The BM should pre-empt causes of delays and should be able to overcome show stoppers.

Category & Market Understanding

- In-depth understanding of Category and Market - customers, competitors, their product and positioning, business environment, category movement, threats and opportunities.

- Interact with the Activation team and form a strong partnership to grow category/Brand.

- Provide strategic inputs and suggest potential renovation and innovation that is sustainable and provides a minimum 20% growth.

Owning the Brand Architecture

- Structuring/re-structuring products under Brand's entity. Effectively managing the Parent Brand and a family of sub-brands

- Defining different leagues of Branding within the company

How Corporate/ Division Brands and sub-brands relate to and support each other

Sub-brands should reinforce the core purpose of Corporate/ Division Brands to which they belong

- Integrated process of Band building by establishing brand relationships, brand values, a distinct brand personality and imagery

Product Positioning

- Understanding consumer insights, attitude, needs, need gaps, purchase behaviour, pain points and usage behaviour

- Defining the USP

- Combining category codes, company USP, translating consumer insights to script the ideal product positioning and on-pack claims and product benefits

Disruptive Packaging & Graphic Design

- Responsible for the look and feel of the product

- Visual imagery

- Create the right value perception

- Simple yet elegant - Choose pack designs that are practical and simple and create a unique identity for the Brand and enhance customer delight

- Visual Communication of the Brand, problem-solving through the use of correct typography, space, image and colour Continuous updates to seniors on a regular basis

Other Requisites

- Good Planning Ability Should be able to manage, develop and direct Innovation/ Renovation activities

- Needs to be Creative yet create the right value perception to the consumer

- Forecast trends & track new launches/ renovations

- Rigorous follow-up and follow through with Brand executives/Brand Manager and ensure timely delivery

- Good people management skills to influence key stakeholders

- Ability to preempt problems, take risks and have a Plan B

- Ability to upward delegate as part of trouble shooting