Tata Consumer Product - Manager - Marketing - Smith & Jones

Manager, Marketing Smith & Jones

Key Deliverables in this role:

Financial Outcomes:

Marketing Strategy & Execution:

- Drive growth agenda for Portfolio of Smith and Jones (140 cr + / 50% GM) in new categories (Pancake Mixes, Baked Beans, Hot Sauces, Base Ketchup, Macaroni Masala etc.) under the Smith and Jones umbrella as per its expanded strategic role in the TCP portfolio

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

- Plan, Drive and execute whitespace expansion plans in line with the business case assumptions.

- Lead, Plan and execute marketing initiatives - esp. the digital first initiatives like driving the thinking on performance marketing strategy on Ecommerce and work closely with Ecom team to deliver high ROI/ROAS

- Own the channels for trial and discovery for entire foods portfolio e.g. through Partnerships with sampling platforms, reward redemptions, leveraging MT stores as Discovery Platforms etc.

- These are largely new categories - hence the incumbent needs to be proficient in driving business as well as brand metrics while Consistently review the business model and reinvent it as the business size increases - review unit economics on Ecom, ROAS, Promo, Channels opportunities in MT/SAMT etc. ,

- Analyze the CAC, Repeats, Customer LTV and optimize spends/strategy to make all channels operationally profitable.

- Manage Risk : Most food categories are with low shelf life, plus there is no trendline/data for forecasting - this leaves 'value risk' on the table - hence marketing planning, liquidation ability is important incase decisions go south!

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.

Customer Service:

Strategize action around Consumer Empathy:

- Designing and Delivering to our consumers' needs and engaging with them through Iconic and high impact campaigns Maximizing its Digital Presence while preserving its insurgent approach and disruptive innovation approach.

- Step changing growth in brand trajectory by driving category growth through both Consumption growth as well increased household penetration to leverage its market leadership.

- 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,SAH etc.

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

- Preserve the entrepreneurial and disruptive nature of the brand while driving expansion projects through sales x shopper marketing. 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.

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.

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:

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

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

- 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, Marketing & 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 spends.

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.

- Strong experience in working on digital businesses' overall - from designing mixes, optimizing unit economics, to managing sales and media.

- Understanding of digital metrics to lead the thinking on how to track delivery of a digital business (including the backend working knowledge of Shopify/Drop Ship models/Marketplaces like Amazon & Flipkart)

- Experience in building digital first/ digital heavy brands