Tata Consumer Product - Brand Manager - Mainstream Salts Segment

Key Deliverables in this role:

Financial Outcomes:

- Supporting in delivering the growth and volume targets in 'Top 5 Tiger states' by delivering on key consumer and trade metrices and annual JTBDs for Tata Salt. Anchor the volume and revenue delivery, by working closely with sales/ shopper team

- Tata Salt Crystal is a product with 40% Gross Margin and currently a 40 Crore + brand without any advertising. There is renewed focus to grow this profitable brand into a 100 Crore brand with 2 years.

- Currently Crystal is present only in South markets, the role aims to identify newer target markets for growth (e.g. Orissa)

- Deliver on the annual business plan for Crystal - end to end top line & bottom-line delivery (P&L)

- Pricing and profitability decisions are also driven by this role. Design/deploy right sourcing approaches and deploy cost efficient freight models in the back end.

- Expand margins by leading cost saving initiatives on both brands.

Customer Service:

- Design and execution of the 4P including ATL/ BTL/ team engagements and festive campaigns. Revamp crystal packaging to drive brand affinity and offtakes

- Deliver strong consumer actionable insights & convert them into impactful trade and consumer activations/ initiatives to grow business metrics in the allocated states. Responsible for demand generation as well as co-leading trade schemes

- Conduct analytics using internal & external reports/research and implement data driven brand initiatives. Core objective and KPI is to grow HH pen in the focus states and deliver on consumer metrices.

- The role on Crystal entails understanding market and consumers deeply, execute growth plans in focus GT markets, grow alternate channels and uncover new opportunities.

Internal Processes:

- Work collaboratively with Tata Salt AD to devise annual and MTP plans on the brands.

- Brand Manager would also work on deep consumer insights and work with equity and CI team for growing consumer KPIs for both brands.

- Work closely with external agencies and other stakeholders to establish product superiority tools for Tata Salt and Crystal and its consumer execution to reach masses.

Innovation & Learning:

- Work closely with R&D, Packaging, production & manufacturing team to develop pipeline for new relevant SKUs/ variant extensions and develop stronger product claims

Critical success factors for the Role

Educational Qualification - MBA (sales & marketing)

- Overall 4-6 years of experience in Sales & Marketing roles

- Relevant experience in handling F&B brands

- Strong understanding of consumer and research data including Nielsen, HHP etc.

- Desirable success factors for the Role

- Prior experience in FMCG

- Ability to collaborate, influence and to create impact with internal teams for business delivery