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What are the Key Deliverables in this role?
Financial Outcomes
Marketing Strategy & Execution
- Drive growth agenda for Beverages & infusions portfolio of Organic India
- 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 for portfolio .
- 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 to help deliver on consumer value proposition.
Customer Service
- Create distinctive brand associations, memory structures for the brand in minds of consumers
- Collaborate with tech companies to create & deliver campaigns to enable consumer actions a scale.
- 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.
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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 R&D to constantly look for product & packaging innovation opportunities.
- 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.
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What are the Critical success factors (Key requirement) for the Role?
- MBA with 3-5 years of progressive experience in Sales & Trade Marketing or Marketing functions in leading FMCG companies.
- Passionate about Marketing with innovative & experimentative bent of mind.
- Attention to detail and execution excellence.
- 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.\
- Mandatory Language Requirements (spoken) : English (Expert)
What are the Desirable success factors for the Role?
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Good experience within the consumer goods industry, marketing (brand/category/Innovation) domain knowledge and an understanding of its challenges and opportunities
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