Brand Manager

2 weeks ago

Kolkata, India RPSG (FMCG) - Guiltfree Industries Limited Full time

"Innovating Taste, Elevating Brands".Ready to make your mark?


Position Summary


To define overall brand strategy, business & marketing plans, innovation architecture for the brand. Deliver the yearly business, analyze market/ customers trends and competition, create gap fill plans, provide inputs into developing plans for extensions into new categories and channels with the objective of enhancing brand market share, sales volume and profitability. End-to-end responsibility for the brand extensions in adjacent categories.


Areas of Responsibility:


- Business Planning & Delivery:


Design & execute the overall business plan to meet aligned yearly objectives. Works with multifunctional team to ensure day to day business delivery


- New Product/ Product Extension Planning, Development and Launch:


- Gather input on new product from usage and attribute study for the category/ products; Identify new product positioning/ story and directional product/ emotional attributes; Prepare and provide new product brief (market size, competition, flavours, gram ages, differentiation etc.) to PD; Test prototype samples and provide inputs to PD team during development phase.


Packaging Development:


- Prepare packaging brief with inputs on target group, market, competition, differentiation etc. to develop superior packaging structures in design. Pack test with consumers on likability and purchase intent. Projects to adhere to benchmark costs.


Market Research Conceptualization, Execution & Findings Implementation:


- Analyze data and identify key trends/ correlations from the MR report prepared by agency.


Brand Planning:


- Prepare brand architecture (mother brand, sub-brand) for all new extensions; Conduct competition analysis for market practices in supporting brand (promotions/ activations).


Brand Communication, Development and Execution:


- Provide briefs to agency based on brand architecture (consumer/ product attributes, differentiation, competition etc.),


Trade Promotion:


- Coordination with trade promotion vertical for brand schemes.


Consumer Promotion:


- Monitor and review implementation in order to create effective pull for products by the consumer in the market.


Operating Network


- External: Creative agency; Packaging agency; Activation agency; Media agency; Research agency


- Internal: Marketing, Manufacturing, Finance, Procurement, Research, Product Development, Quality, R&D, Legal, TM, Sales & Logistics team


Education & Relevant Experience:


- MBA in marketing from Tier I/2 Top Management Institute with 3-5 years of experience in FMCG business. Experience in Brand Management (Food Division) is must. Some sales experience is good.


Skills / Abilities:


- Experience in Brand Management (product, price, promotion, placement) managing a brand and showing demonstrated success growing the brand, market share, equity.


- Knowledge of statutory compliance related to the category products (legal declarations/ implications)

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