Tata Consumer Product - Brand Manager - Staples

Key Deliverables in this role:

Strong P&L and Business Ownership:

- Needs to have handled P&L for a brand

- Anchor volume and revenue target delivery for the portfolio by working closely with Sales & Shopper teams for all channels

- Drive Innovations with right marketing mix within Staples portfolio.

- Develop and Strengthen GTM for newly launched/developing products in the portfolio

- Track channel wise financial metrics and plan interventions to ensure delivery of top and bottom line metrices

- Plan and execute BTL led marketing initiatives - for trade and consumer activations in key geographies Ideate, develop, and execute campaigns on Digital media.

- Lead margin improvement projects for the portfolio by looking into cost structure elements - RM, Freight, packaging etc.

Consumer Centricity and Stakeholder Management:

- High degree of consumer understanding

- Identify big bets for building range in the Tata Sampann Staples portfolio

- Develop channel specific pack price interventions with right price laddering and promo strategy

- Enable programs with front end teams to build right market assortment and availability

- Ability to understand and manage risks with CFTs that arise with working in a commodity business

- Partner with equity team to build Sampann brand equity to enable right to charge premium by developing persuasive, consumer validated assets

- Build a coherent digital presence landing functional superiority, having superlative A+ content

Internal Process Improvement:

- Re-engineer Value Chain, actively lead opportunities to build efficiencies:

- Seek ways to reduce business waste - better forecasting, aged stock mitigation mechanisms

- Define/review product specifications & RM/PM procurement practices, right packaging

- Lead CFTs to improve supply metrics on OTIFs, Fill Rates

Media mix development and Innovation:

- Develop right media mix model to target right consumer cohorts:

- Develop, deploy effective and efficient media model optimized on reach, frequency and cost.

- Drive consideration, advocacy by right consumer targeting on high affinity platforms

Critical success factors for the Role:

- Experience of brand management / sales experience in FMCG category

- Having exposure in BTL / trade / Shopper marketing elements creation

- Prior experience in working closely with sales team to drive business

- Educational Qualification - MBA (Major in marketing preferred)

- Experience: 4-8 years in Sales & Marketing roles