Tata Consumer Product - Associate Director - Marketing

Associate Director - Marketing, Beverages & Supplements

Key Deliverables in this role:

Financial Outcomes:

Marketing Strategy & Execution :

- Drive growth agenda for Portfolio under Organic India umbrella as per its strategic role in the TCP portfolio

- Responsible for shaping the marketing strategy, focused on sustainable and profitable growth for the portfolio

- Deliver on the portfolio's Business Performance by meeting committed: Net Sales Revenue, gross margin, MAPE targets, net margin for portfolio of brands

- Define and implement go-to-market strategies for the portfolio focused on long term sustainable and profitable growth - ATL/ BTL mix and budget, media mix, launch/re-launch/exit-decisions.

- Define the marketing and communication objectives and other strategic priorities

Drive Portfolio Expansion:

- Deeper industry and consumer insights to ensure we continue to expand the portfolio to increase total addressable market. Driving innovation that closely aligns with consumer needs with a strong sense of compliance with the OTC/proprietary healthcare foods industry.

- Collaborate with shopper marketing team to develop pharmacy channel and develop advocacy programs

Customer Service:

- Strategize action around Consumer Empathy

- Delivering to our consumers' needs and engaging through digital platforms through relevant content and engagement.

- Developing and enriching the consumer understanding for the portfolio

Driving penetration & market share:

- Use Consumer Insights on needs and trends as inputs for developing marketing activities for maximizing opportunity.

- Responsible for brand health performance on critical metrics such as market share, TOM, SPONT, penetration, PDO

- Work closely with Shopper & Trade Marketing, Sales teams to analyze sales & market data to develop & deliver relevant initiatives

- Monitor & influence demand forecasting and adapt plans on the portfolio as required.

- Drive digital led initiatives to build distinctive content and awareness for Organic India category

Internal Processes:

- Brand Communication, Media Strategy & Planning

- Lead Brand Team and manage internal Cross Functional Teams on key projects/interventions to deliver on brand objectives.

- Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the brand and category communication.

- Work together with Innovation Team for seam less takeover and incubation of New Brand initiatives/extensions in line with category thinking.

Innovation and Learning:

- Leading Digital Transformation & People agenda

- Drive digital transformation within the brand teams to improve process and efficiency

- Effectively manage external interfaces (Advertising/Creative, Design, Media, Activation, Digital & PR agencies) by

- Ensuring sharp understanding of category architecture and agenda ensuring timely issuance of briefs by team.

- Evaluate and enable deployment of relevant plans on various portfolios to achieve category objectives.

- Review plans on an ongoing basis (including spends) to adapt as required.

- Assisting Reporting Manager for on ground execution of extended category in line with new architecture strategies / interventions.

- As a marketing leader build a strong inclusive, diverse and high performing team on a critical brand for the organization.

Critical success factors for the Role:

- MBA with 8-12 Years of overall experience

- Ideal experience of 4-5 years in brand management

- Exposure to digital marketing

- Mandatory requirement of 2-3 years of sales/ trade marketing experience

- Proven track record for developing B2C growth marketing strategies that deliver tangible business results

- Strong analytical skills and data-driven thinking

- Desirable success factors for the Role:

- Good communication skills and stakeholder management capabilities

- Familiarity with the consumer goods industry/OTC/Healthcare marketing (brand/category/Innovation) domain knowledge and an understanding of its challenges and opportunities