Senior/Brand Manager - FMCG - IIM/MDI/ISB/FMS

JD : Brand Manager / Sr. Brand Manager

Position Title : Brand Manager / Sr. Brand Manager Job Band :

Reporting to : VP - Marketing No of Reportee : None / One

Place of posting : Pune

Job Purpose

Job Context & Role:

The FMCG industry is the fourth largest sector in the Indian economy. Food and beverage sector account for approximately 19% of the overall FMCG industry and is expected to grow at 14-15% CAGR over the next 5 years. Positive demographic mix, low penetration, growing awareness, increasing aspirations driven by changing lifestyle and rising income level have been the key growth drivers for the sector. This offers huge growth opportunity for the company.

Over the past 65 years, The Company has been creating a world of wholesome and delicious products, bringing the goodness of global cuisine to homes and delighting the taste buds of millions in India and abroad. Starting with the iconic portfolio consisting of Custard, Cornflour, Baking Powder & Cocoa including our recent entries like Pasta, Falooda, Sauces & Cake mixes have become immensely popular with a very strong customer equity. The company today, is not only one of the few iconic brands which has flourished for over six decades but also the No#1 brand for Custard Powder, Cornflour, Baking Powder, Cocoa and Vegetarian Jelly Crystals in India. The company has grown @CAGR 20% in the last 3 years backed by the distribution expansion, operational improvements, and investment on the brand and plans to continue to grow aggressively going forward.

The success of companies in future would depend upon building, communicating and constantly enhancing the brand across the diverse segments it operates. It would also require the brand to constantly reinvent itself and position in a way that it becomes the preferred choice for their customers.

In this context, this role is going to be pivotal in driving the company's growth agenda. As a senior member of the marketing team; key responsibilities of this role would include:

1. Continuously track & understand evolving consumer expectations through multiple sources including appropriate research interventions and defining consumer needs across touch points

2. Building a brand that resonates with ever evolving food & beverage landscape of target consumers

3. Defining and communicating positioning of the brand across diverse segments it is present - adapted to the segment needs, yet connected to the overall positioning Mother brand.

4. Initiate and implement brand communication activities in coordination with multiple agencies, under strict timelines ensuring quality delivery and within budget

5. Cross functional accountability and coordination with internal teams like Operations, Commercial, R&D, Sales, Trade Marketing etc. for implementation of key initiatives

6. Building internal & external capabilities to deliver an WOW experience at every touch point

Key Result Areas :

KRA1: Understand, Define & Continuously track evolving consumer needs

- Define & track the targeted customer in terms of demographic & psychographic profile

- Drive sharp consumer understanding through analysis of TG's consumption behavior

- Understand triggers - needs, motivations & barriers

KRA2: Define Brand Positioning & build a system to monitor brand performance :

- Based on the Target Group profile, their needs and motivations, revisit/redefine existing brand positioning in coordination with the internal team & external partners

- Ensure consistent & clear understanding of the brand positioning across all stake-holders

- Oversee and ensure the manifestation of brand expression across all consumer touch points in coordination with the respective stake-holders

- Set Up a tracking system to periodically monitor and provide feedback to internal & external stakeholders on Desired vs. Actual Brand Positioning

KRA3: Build & execute Communication & Marketing plans in coordination with agency partners

- Develop comprehensive annual marketing plans in line with defined business objectives

- Develop and execute seasonal communication and marketing activities in line with the stated strategy ensuring a consistent 360 approach with clear timelines and well defined measurement criteria

- Define the consumer engagement framework and undertake initiatives to engage consumers across various touch points to strengthen the Brand values & drive offtakes

- Develop annual marketing calendar and rolling 3 month calendar in alignment with marketing goals and own implementation of the same by all concerned stake-holders

KRA4: Impacting Brand Financials :

- Build efficient annual spend plans in line with overall marketing budget, Execute marketing plans in adherence to the budget, drive better cost efficiencies through execution innovation

- Identify new growth avenues for the brand and develop strategies for tapping into the opportunity working with relevant stakeholders

- Identify trends and insights, and optimize spend and performance based on the insights

KRA5:

- Efficiency in marketing processes

- Drive adherence to the defined marketing processes. Develop & standardize operating process where exists none

- Manage Day to day coordination with agencies to execute the planned activities

- Monitor agency deliverables and performance. Drive continuous performance enhancement - quality of output and delivery timeline - by assessing issues and removing roadblocks

KRA6: Competition Monitoring & Benchmarking

- Set up systems to gather intelligence on competitor activity constantly and Identify insights to either predict future threat or best practices that can be incorporated in marketing/ communication plan

- Consistently track emerging trends and technologies in experience delivery including best practices across different industries and ensure adoption of the same in the brand

Requisite Competencies:

Technical

- Campaign Planning and Execution

- Agency Management

- Consumer In sighting

- Digital marketing

Behavioral

- Strong Analytical Skills

- Creative thinking abilities

- Collaborating and influencing ability

- Brand thinking

Who can apply

- 8-10 years of hands-on brand management experience

- Preferably MBA in Marketing from a Tier-I B-School

- Worked in industries like FMCG, FMCD or Retail"