Relaxo Footwears - Brand Manager

Travel Required: Yes (35%)

Functional: GM Marketing

Minimum Job Requirements

Educational Qualification: MBA (Proffered Tier 1/2 institutes)

Experience: 7 - 12 yrs. of Marketing/Branding in Footwear/FMCG

Any additional requirement:

Purpose of the Position (Job Summary)

To develop and implement the marketing strategy for defined product category (including New Product Development, pricing, promotion, NPD and Communication, packaging development), in line with overall business objectives.

Key Roles and Responsibilities

Financial

1. Develop and deliver the strategy and marketing activity to support product category in line with business objectives to maximize market share and brand profitability.

2. In conjunction with Head of Marketing formulate category marketing strategy and detailed brand plans, ensuring effective implementation and analysis of performance results.

3. Full analysis of product performance using internal and external sales performance data and on-going review of market and competitor activity.

4. Manage the category P&L ensuring that all strategic initiatives and new product development meets overall profitability targets.

5. Manage ROI analysis on key promotional activities against planned action standards presenting results and recommendations to Head of Marketing and commercial teams.

Customer Oriented

1. Reviews channel and customer-specific point-of-purchase trade plans and provides feedback on consistency with marketing plan.

2. Analyzes consumer, category, competition, and channel/customer as part of a situation assessment.

People Oriented

1. Effectively manage relationships with all external suppliers (PR, advertising, packaging, research etc.) to ensure that agreed objectives are delivered on time and within budget.

2. Effectively manage communication and strong relationships with all internal stakeholders (sales, finance, operations and NPD teams).

3. Build effective relationships with communication agencies (advertising and PR) and co-ordinate consumer activity plans.

Internal Business Process

1. Regular monitoring and reporting of the Key Metrics.

Competencies

Technical/Functional

1. Market Research & Analysis

2. Marketing Strategy & Planning

3. Positioning & Branding

Behavioral

1. Analytical/Problem Solving

2. Team Leadership

3. Creativity and Innovation

Key Responsibility Areas

Quantitative

1. Increase Net Realization by improving product mix

2. Zonal Brands Performance

3. NPD Placement

4. NPD Feedback 

Qualitative

1. Operationalization of Market working tracking process & formats

2. Competition Analysis & Recommendations

3. Allocation Of NPD Stocks & POP Materials - Brand specific

4. Business Pulse Outlets.

Key Stakeholder Management

Internal

1. Field Sales Staff

2. Corporate Communication

3. CPD

4. Finance

5. Sales Development

6. NPD

External

1.PR Agencies