Senior Manager - Category Communication - FMCG

Direct Report to - Communication Director

Experience - 

Main Purpose of Job

To lead, inspire, develop, challenge and coordinate market media communications. Supporting Marketing and Business Managers to accelerate strong brand growth by applying the Winning actions from Creating Engaging Brand Experiences and Plan and Execute Flawlessly within the BRAND BUILDING THE WAY framework.

Key Responsibilities - 

- Brand Building The Way Champion

- Leads Brand Building The Way process to deliver compelling communication around One Big Idea.

- Runs BRAND ENGAGEMENT PILOT 1 and co-leads BRAND ENGAGEMENT PILOT 3 with media head. BRAND ENGAGEMENT PILOT - Brand Engagement Pilot. Its the l- Way of developing communication to create engaging brand experiences for consumers that inspire and empower them to become active advocates for the brand. BRAND ENGAGEMENT PILOT has four steps (BRAND ENGAGEMENT PILOT 1 would mean the first step and so on):

- Ultimate brief

- Big idea

- Engagement strategy

- Brand Experiences

- Ultimate responsibility for the development of outstanding creative & design work 100 % aligned with l- communication principles.

- Aligns with both creative and media agencies/vendors on creation of content (including video assets & websites).

- Deploy Communication Expertise to Enable Brand and Business Objectives

- Translates and creates brand and business objectives into a compelling BRAND ENGAGEMENT PILOT for the Agency partner

- Is able to connect cultural, product and consumer thinking into compelling insight, is able to help brand team and agency partner to crystallize a single meaningful product truth on which to pivot the communication

- Delivers consistent and compelling communication for brand activity calendar on time and in full

- Proposes a wide media view to Communications Director and partners him/her to align GD function for a Wide content approach.

- Supports the cluster marketing imperative of market head by delivering cluster insight based communication.

- Be able to deliver communication assets that are adapted to digital touchpoints and aim to better relevant KPIs

- Evolve with Communication Director Brand communication reviews. Collaborative quarterly/annual process with brand and communication partners to better understand what's working and what's not.

- Anchor relationships with agency partners and large and upcoming publishers and propose programs to strengthen the relationship, keep abreast of global view on data privacy and these evolving partnerships and keep CD informed to manage key discussions and needs for India

- Anchors content strategy and delivers content for the POEM model

- Partners CES, CMI and MEDIA on PCE and Analytics Integration

- Design bespoke digital ecosystem for digital first businesses and for PCE led campaigns. Be on top of interlinkages between different digital touchpoints for each brand and BU to be able to recommend a sharp digital ecosystem. Define consumer journeys and KPIs for the interlinkages. Infuse right content into the journey.

- Co-lead the digital ecosystem application with CES and brand team.

- Help scale and sustain the ecosytem or PCE journey. By delivering content in response to the digital model.

- Financial and Audit Compliance

- Ensures all Communication processes and financial activities are compliant and clear Audit requirements

- Evolve market content audit capability to track core KPI's for 'delivery, compliance and market advantage'.

- Consult Audit and Procurement to evolve best practice and identify external partners for benchmarking.