Tata Consumer Product - Associate Manager - Brand Equity

Key Deliverables in this role:

Financial/Business Outcomes:

- Implement a multi-channel communication strategy for the Tata Salt master brand through product superiority, core brand thematic and purpose driven campaigns.

- Support in conceptualizing & building key brand strategies to drive business penetration.

- Execute, implement and support in designing a robust brand program across product superiority, deepening equity and developing a new generation of salts, to be effectively implemented across different market types.

- Lead in execution a 360 Brand campaigns to drive Equity and Preference

- Drive & strengthen the Brand Purpose Platform - Advocacy around 100% Iodine Saksharta and Iodine awareness program.

- Execute an 'Always On' Digital plan for a 12-month calendar.

- Track & diagnose key learnings from the monthly x quarterly brand data reports & plan equity actions

Customer Service:

- Building Claims tool kit - building a ready tool box backed with defendable evidence to support Scientific /Technical /Marketing Claims through Commissioned Studies - Kantar, Clinical, Retail, etc. Laison with R&D /technical team to test

- Lead, design & deliver on impactful consumer facing 360 degree activation campaigns across platforms

- Proving superiority at Point of Sale - Implementing efficient and scalable superiority activation programs customizable for market type/channels

- Counterfeit action - Executing action plan for countering counterfeit through education, legal action, Sales team training.

Internal Processes:

- Work together with Innovation team for seamless takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking.

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

- Influence & drive agenda with a large set of cross functional partners across departments

- Champion and lead the process of shoot/asset creation by close partnership with agency partners and freelancer ecosystem

Innovation and Learning

- Support the reporting manager to build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations.

- Identify key innovation opportunities & build impactful propositions to strengthen & lift master brand.

- Work with reporting manager on Masterbrand Extensions' mix across: Mass, Masstige Premium range.

Critical Success Factors for the role:

- Working knowledge of crafting, conceptualizing, writing & building impactful brand concepts

- Experience on managing large brands is preferable - end to end management of 2-3 large campaigns, building brand preference, managing brand crisis etc.

- Experience in leading 360-degree brand activations in various retail formats - GT, MT, Ecommerce

- Hands-on working experience & knowledge of planning and executing of TVC/DVC (film making) for advertising and marketing campaigns with agency and freelancer ecosystem.

- Detailed working knowledge of Digital Media Creative basics + development + execution - Both on social and on-platform

- Working knowledge of gathering consumer insights and deriving strategic execution-oriented insights

- Experience - 3-5 years (Minimum 3 years in brand management/brand equity) either with an FMCG brand or in an agency working on FMCG brand

Desirable Success Factors for the role:

- Educational Qualification - MBA (Major in Marketing preferred)

- Prior experience in working closely with cross functional teams to jointly drive business KPIs