Manager - Marketing - FMCG

Job Title - Marketing Manager

Location - Chennai

Reporting - Consumer Marketing Lead

Key Roles & Responsibilities :

- Responsible for upstream marketing activities for the category in India, primarily responsible for the category

- Builds locally relevant portfolio roadmap for the category

- Owner of local consumer insights and value proposition development based on consumer insights

- Responsible for the life cycle management and market readiness as a part of the PDLM process. Ensures creation of business cases, completion of appropriate deliverables (feature description, value proposition, costing, pricing)

- Consumer & Market Insights: Analyzes market, competition, trends at a broader category level, development of new technology. Ensures that the portfolio is leading the market needs and expectations

- Translates in-depth consumer and market insights into winning concepts, to ensure a solid mid- and long-term portfolio creation

- Interacts with various stake holders such as R&D, internal and external design, operations, manufacturing, external suppliers

- Defining both short and long-term road map (building innovation pipeline of products)

- Develop the core positioning for categories while building local relevance with clear brand differentiation

- Managing the entire product line life cycle from strategic planning to tactical activities (includes all categories)

- Conceptualizing & Conducting research on the basis of insights funneling, concept testing, prototype testing, home use test, positioning studies, competition benchmarking, Usage and attitude study, communication studies etc.

- New Product/Solution Development

- Collaborate with functional and project partners to advance new product/solution opportunities from ideation to active product development. Represent marketing on cross-functional new product development teams to define project scope and prioritize / validate customer needs

- Lead market assessment and business case development. Develop and present business cases to justify investment in the new opportunities.

- Lead development of go-to-market strategy, value proposition and key claims. Ensure team alignment on strategic rationale, commercial strategy, financial valuation. Support team in due diligence and pitch to leadership. Develop and update financials and ensure team alignment with key assumptions.

- Develop content for new product introduction like key proposition build up, trade presentation, rich assets (like demo videos, lifestyle images, product images suitable for online and offline promotions, digital campaign etc)

- Interacts with various stake holders such as R&D, internal and external design, operations, manufacturing, external suppliers

- Continuous improvement : Tracking brand health, Field call rate, value enhancement, consumer delight

- Profitability improvement : DFX, value engineering, product & channel mix profitability matrix, End pricing & end owner of business cases