Associate Manager

4 days ago

Bengaluru, India Tata Consumer Products Full time

What are the Key Deliverables in this role ?

Financial Outcomes

Marketing Strategy & Execution

 Drive growth agenda under National Brands umbrella as per its strategic role in the TCP 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 Targets: 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 & drives a better brand mix.

Customer Service

Strategize action around Consumer Empathy

Delivering to our consumers’ needs and engaging through Iconic and first of its kind campaigns - Hyperlocal communication

 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.

Internal Processes

Brand Communication, Media Strategy & Planning

 Develop, embed, and manage the brand positioning, visual identity and communication blueprint working with Consumer

Insights team/Creative agencies.

 Develop and drive media and digital marketing strategy for thebrand 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 communicationInnovation and Learning

Leading Digital Transformation & People Agenda

 Drive Digital adoption within thebrand portfolio 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

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

o Evaluate and enable deployment of relevant plans on brand variants to achieve master brand objectives.

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

What are the Critical success factors (Key requirement) for the Role?

 MBA with 2-3 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 spends.

What are the 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

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