Senior Brand Manager/Category Manager - Food

Category Manager - Food-800 Cr

Designation : Senior Brand manager/Category Manager-800 CR

Location : Pune

- Separate focus on each product segment from the perspective of Category specific insights to drive differentiation and market share gains with sales development

- Innovation and new product launch keeping in mind the market trends and competitive situations

- Sales planning linked to marketing inputs, including field retail needs and vice-versa, by geography and key SKUs

- Forward looking marketing calendar at quarterly and half yearly and annual level

- Effective and efficient brand communication, with consistency across brands in both ATL & BTL. Good content and digital marketing for the brands

- Maintaining a repository of insights & information on major categories and brands

- Ensuring design-based approach is applied consistently across brands with a harmonised brand architecture and consistent brand identity guidelines across touchpoints

- Brand and Category Manager is responsible for

- Insights about their categories .consumer insights, monitoring market trends and competitive activities, planning market research

- Sales development and market share gains, jointly shared with sales function, including demand forecasting for their category, key SKUs working with ZSMs/RSMs on low base key products to take remedial actions

- Select proper products for conducting BTL in each of the geographies in consultation with ZSMs/RSMs

- Create high-quality content for all BTL activities

- Planning, implementing and evaluating post- performance of marketing activities (ATL digital, retail).

- Develop monthly and quarterly marketing and field input plans with ZSMs/RSMs

- Managing marketing expenses (sales and marketing i.e., schemes and A&SP)

- Innovation roadmap for the category.

- Planning NPDs with R&D on a forward basis

- Planned field launch of new products with sales function and drive sales of 'Young Products' to achieve desired results

- Coordination with other functions in supply chain and operations for smooth functioning of their category in market

- Brand and Category Manager is also responsible for their respective categories

- Driving execution of brand communications by managing creative development and implementation for key brands via proper briefing processes and coordination with creative agency for all ATL, BTL and digital content

- Driving media strategy and implementation Leads annual media planning for their respective brands, as per brand plans

- Driving media efficiencies and effectiveness through deals, media-mix analysis, TG analysis, trends and past learning's

- Monitor Post-Campaign evaluation metrics in a timely manner

- Ensuring the ATL expenditure on brands as per budgets

- Ensuring that estimation, billing with the agencies follow PM

- Authorization matrix and SO

- Support GM Marketing & Sales in any corporate communication activity like employer brand, corporate communications, workshops etc.

- Brand and Category Manager is also responsible for Conceptualization and execution of Digital Marketing creative & media strategy for their respective brand/s

- Planning and executing digital marketing campaigns for major brands, including SEO, SM (social media), video and display advertising, eCommerce through performance marketing, SEM

- Collaborate with various stakeholders to make effective & engaging digital marketing creatives including videos & display

- Website and other digital assets development and maintenance for various brands and Corporate within the company

- Measuring and reporting on the performance of all digital marketing campaigns and assets by releasing monthly dashboards

- Drive relationship and KRAs with multiple digital media & performance marketing agencies and other vendor partners

- Brand and Category Manager is also responsible for

- Planning & execution of annual market research plans for major categories and brands

- Collation of marketing insights for brands / categories across touch points - internal (like retail surveys, panels, market visits) as well as external (like ad tests, concept tests, U&A studies, market sizing, product tests, brand equity studies) to provide inputs to business planning; be single point source of data & insights for their category

- Utilizing data & insights across all brand touch-points

- Creating and keeping regularly updated dashboards & Insight summaries by integrating all sources and creating actionable insights

- Planning and implementing corporate initiatives like employee surveys, consumer immersions etc.

- Ensure proper presentation of research studies by agencies and follow-up actions

- Managing market research annual budgets for brand/s

- Driving relationship and KRAs with research agencies and other vendor partners

- Brand and Category manager is also responsible for

- Bringing value to business by understanding needs of various brands through design thinking

- Working on multi-disciplinary projects that can span from brand identity, packaging structure and design, retail design, exhibitions and events, etc.

- Briefing and supervising the functioning of external design agencies / in-house teams for design development and taking it through various stages of the project till completion to ensure overall effectiveness

- Ensuring brand identity guidelines are followed consistently by brands across various touch-points

- Works on certain subjects where lead is taken by GM Marketing & sales

- Ideation for big new products/categories

- Brand communication (ATL, digital, BTL)

- Strategy for overcoming obstacles in scaling up volumes of new products and Young products

- Developing strategy for competition fighting

- Product or SKU rationalization/Cost reduction/improved product mix

- Identification of packaging innovation

- Brand architecture initiatives

- Identification and design of any other new major initiative

- Experience and understanding of sales function and channel management

- Stakeholder management

- Business acumen

- Data management and analysis

- Digital: Social Media management & content development

- Design development exposure, including packaging

- Market research

- Communications development, including ATL/digital content

- Strategic, analytical, and operational excellence

- Brand / Product management

- Thorough understanding of sales & distribution system

- MBA from a grade 2 B-School with 6-9 years of experience, of which at least 3-5 should be in field sales