Senior Brand Manager - FMCG

Job Description

Position Sr. Brand Manager

Department Marketing

Location Kolkata

Reports to DGM/AGM/Group Brand Manager

ROLE OBJECTIVE

As Brand Manager, the incumbent:

Ensures that the brand's equity is nurtured & nourished in keeping with strategic objectives.

Assists in developing and executes the marketing & branding strategy to improve market share and reach.

Defines the brand & its proposition & activation, its advertising concept, pricing, packaging, and promotion.

Co-ordinates with sales department to implement & monitor marketing initiatives for the brand.

Ensures effective media evaluation & planning attain maximum ROI by coordinating with key media providers for the Brand.

Planning, strategising and ensuring the implementation of the strategies to achieve the brand objectives.

RESPONSIBILITIES:

Develops a strategy for the brand in alignment with the corporate plans and overall marketing plans.

Understands & defines the brand identity & align all the brands plans accordingly

Coordinates with advertising & research agencies as well as consultants to develop suitable brand initiatives to position the brand in keeping with the above identity

Plans ATL & BTL so as to deliver the required value proposition, as derived from the above brand identity

Coordinates with R&D for product conceptualisation, positioning, new product development etc.

Scans the business environment to explore options for revenue generation from new and existing customers

Develops and executes plans for brand extension.

Develops annual plans and budgets for the brand.

Keeps track of all brand related expenditures vis-a-vis budgets.

Provide strategic guidance to brand executives to develop these strategies into detailed marketing plans and executions (with special emphasis on-the-ground activities).

Coordinates with internal & external media agencies for implementation of the Brand's strategy.

Coordinates with other departments like Sales, R&D, Finance, Integrated Planning, Sourcing & HRD for product & brand related requirements.

Ensures that the brand focus is maintained through media & PR activities.

Conceives, develops, proposes, implements & controls attractive sales promotional drives across various levels of trade & consumer franchise.

Monitors, tracks & evaluates market & competitive dynamics.

Develops systems within brand teams which facilitates better MIS and synergy of operations

Assists in developing market entry strategy for previously untapped geographies based on market intelligence

Undertakes all market research for obtaining feedback on various aspects of the brand

Monitors and tracks of performance of brand based on specified criteria.

Plans and ensures required marketing support for brand in terms of advertising, promotion, schemes etc in co-ordination with sales team.

Monitoring and analysing the Retail Audit for planning.

Ensures that the top-line & bottom-line objectives of the brand are strictly met.

Develops various schemes incentive / discount to increase the contribution of the brand.

Negotiation with vendors for printing of POS materials and for the BTL activities.

Interacts with Brand teams regularly for understanding their needs in different areas (Systems, Operations, Brand Management) and ensures necessary actions

Ensures that the team is adequately trained in both functional and behavioural aspects on a regular basis

Supports development of a performance driven culture amongst all employees by implementing the PMS within the brand team

Key Internal Interfaces/Key External Interfaces:

Media Manager: For all media related issues

Manager - New Brand Development: For all new brand launches and market testing

Sales: For planning promotions developing marketing strategy and to et market feedback

R&D: For new product development

Corporate Communication: For standardised brand properties and aligning of individual brands with the brand & business focus

Market Research Agencies: For market feedback on products as well as competitors- products and strategies

Marketing & Branding Consultants: For developing Marketing and branding initiatives

Advertisement & Media Agencies: For all advertisement, endorsement and media related issues