Senior Brand Manager

What are the Key Deliverables in this role

Financial/Business Outcomes:

• Anchor the volume, revenue and profitability targets for the brand, by working closely with cross functional teams and proactively solving for business challenges
• Monitor & ensure brand profitability including Revenue, Gross Margins & MAPE through relevant price & cost interventions.
• Develop and implement annual marketing plan for the category to achieve the volume and revenue target and improve profitability of the category
• Ensure adherence to media planning process and timelines, creation of strong media plans, discipline of regular reviews
• Deliver growth by improving brand health metrics such as awareness, offtakes, market share, penetration & distribution
• Responsible for demand generation as well as co-leading trade schemes with Shopper Marketing team
• Independently lead brand strategy and devise GTM accordingly to deliver portfolio growth
• Get a strong category and competition understanding to identify growth opportunities
• Expand margins by leading cost saving initiatives with Cross functional teams
• Work and improve on 6Ps of the assigned brand to ensure delivery of business and brand metrics

Customer Service:

• The brand needs strong ability to unlock insight – to find the way to win in the competitive context – and then design and execution of marketing assets including ATL/ BTL/ team engagements and festive campaigns.
• Be the voice of consumer and deliver strong consumer actionable insights & convert them into impactful trade and consumer activations/ initiatives to grow business metrics
• Conduct analysis using internal & external reports/research and implement data driven brand initiatives.

Internal Processes:

• Work closely with Shopper & Trade Marketing, Sales teams to analyze sales & market data to develop & deliver relevant initiatives.
• Work with procurement & supply chain teams to ensure stock availabillity
• Lead and manage internal Cross Functional Teams on key projects/interventions to deliver on brand objectives.
• Monitor & influence demand forecasting and adapt plans as required.
• Effectively manage external interfaces (Advertising/Creative, Design, Media, Activation, Digital & PR agencies) by o Ensuring sharp understanding of brand agenda & ensuring timely issuance of briefs.

1. o Evaluate and enable deployment of relevant plans to achieve brand objectives.
2. o Review plans on an ongoing basis (including spends) to adapt as required

Innovation and Learning

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

What are the Critical success factors for the Role

• Experience of brand management / sales experience in FMCG category
• Prior experience in working closely with sales team to drive volume/value
• Conceptual clarity in basic pricing methodology
• Strong data mining & analytical skills (comfortable handing data and MS excel proficiency), strong presentation skills
• Educational Qualification – MBA (Major in marketing preferred)
• Experience – 3-6 years

What are the Desirable success factors for the Role

• Analytical and problem-solving abilities, with a focus on delivering actionable insights and innovative solutions.
• Good communication skills and stakeholder management capabilities
• Familiarity with the consumer goods industry and an understanding of its challenges and opportunities