Tata Consumer Product - Manager - Marketing

Key Deliverables in this role:

1) Financial Outcomes

- Marketing Strategy & Execution

- Manage marketing function for one of our tea brands under the Regional Tea portfolio. Deliver on the core while focusing on accelerated innovation product portfolio.

- Define mid-long term brand strategy; define year priorities/activities to ensure movement towards mid-long-term goals.

- Deliver on Brand Business Performance by meeting committed: Net Sales Revenue, gross margin, MAPE targets, net margin for portfolio of brands/brand.

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

- Lead Cost Savings/Gross margin improvement through key linked variables.

Drive Portfolio Expansion :

- Deeper industry and consumer insights to ensure we continue to expand the brand to increase total addressable market and drive improvement in return ratios. Driving innovation that increases penetration or premiumization or sales.

2) Customer Service :

- Strategize action around Consumer Empathy

- Delivering to our consumers' needs and engage through campaigns that are deeply rooted to the regional and cultural stories of our consumers.

- Ahead of industry growth in tea by ensuring gain in market share, Consumption growth by increased household penetration

- Be the visible voice and advocate for the consumer within the organization.

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

- Use Consumer Insights on needs gap and industry trends as inputs for developing marketing activities for maximizing opportunity in the category.

- 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.

- Perform competitor benchmarking and adopt best-practices.

3) Internal Processes

- Brand Communication, Media Strategy & Planning

- Develop, embed, and manage the brand positioning, visual identity and communication blueprint working with brand managers/Consumer Insights team/Creative agencies.

- Develop and drive media and digital marketing strategy for the brand with set budget allocation (in-line with overall business media and digital strategy) working with the media buying team.

- Work closely with the innovation lead on product, concept, business case and launch plan development with Shopper marketing/Trade marketing.

- Leverage past sales performance data and past programs/ activations/ schemes to arrive at recommendations for improvements.

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

4) Innovation and Learning

- Leading Digital Transformation & People Agenda

- Drive digital transformation /Digital adoption within the brand teams to improve process and efficiency.

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

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

a. Ensuring sharp understanding of brand architecture and agenda ensuring timely issuance of briefs to teams.

b. Evaluate and enable deployment of relevant plans on various sub brands to achieve master brand objectives.

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

Critical success factors (Key requirement) for the Role :

- MBA with 4-7 years of progressive experience in Sales & Trade Marketing functions in leading FMCG companies

- Exposure to Brand management and equity building.

- Good communication skills and stakeholder management capabilities

- Knowledge & experience of market research methodology, consumer insight generation tools, brand health metrics, product & packaging development cycles, understanding of financial & distribution metrics and levers to drive improvement. Ability to drive, evaluate and optimize ATL & BTL spend

Desirable success factors for the Role : Good experience within the consumer goods industry, marketing (brand/category/Innovation) domain knowledge and an understanding of its challenges and opportunities.

Overall Portfolio :

- Regional brands (South Zone)is critical to India tea business which is a Strategic pillar to win vs competition.

- South is a premium tea market and the brand is 2nd most premium gross earner for the company on per kg basis.

- 99% of regional brands turnover is from South Zone.

- Driving iconic campaigns that are deeply rooted to the regional and cultural stories of our consumers.