Brand & Category Manager - FMCG (6-12 yrs)

3 weeks ago

Pune, Maharashtra, India iimjobs Full time
Brand Manager Category

Theme of the role :

  • Separate focus on each product segment from the perspective of Category specific insights to drive differentiation and market share gains with sales development.
  • Innovation and new product launch keeping in mind the market trends and competitive situations.
  • Sales planning linked to marketing inputs, including field retail needs and viceversa, by geography and key SKUs.
  • Forward looking marketing calendar at quarterly and half yearly and annual level.
Effective and efficient brand communication, with consistency across brands in both ATL & BTL. Good content and digital marketing for the brands.
Maintaining a repository of insights & information on major categories and brands
Ensuring designbased approach is applied consistently across brands with a harmonized brand architecture and consistent brand identity guidelines across touchpoints.

Responsibilities:

Brand and Category Manager is responsible for:

  • Insights about their categories .consumer insights,monitoring market trends and competitive activities,planning market research
Sales development and market share gains, jointly shared with sales function,including demand forecasting for their category, key SKUs
working with ZSMs/RSMs on low base key products to take remedial actions
Select proper products for conducting BTL in each of the geographies in consultation with ZSMs/RSMs
Create highquality content for all BTL activities
Planning, implementing and evaluating post performance of marketing activities (ATL digital, retail). Develop monthly and quarterly marketing and field input plans with ZSMs/RSMs
Managing marketing expenses (sales and marketing i.e.,schemes and A&SP)
Innovation roadmap for the category.
Planning NPDs with R&D on a forward basis

Planned field launch of new products with sales function and drive sales of 'Young Products' to achieve desired results
Coordination with other functions in supply chain and operations for smooth functioning of their category in market
Brand and Category Manager is also responsible for their respective categories: Driving execution of brand communications by managing creative development and implementation for key brands via proper briefing processes and coordination with

creative agency for all ATL, BTL and digital content
Driving media strategy and implementation in coordination with media support function to
Leads annual media planning for their respective brands, as per brand plans
Driving media efficiencies and effectiveness through deals,mediamix analysis, TG analysis, trends and past learning's
Monitor Post-Campaign evaluation metrics in a timely manner
Ensuring that estimation, billing with the agencies follow PM Authorization matrix and SO
Ensuring the ATL expenditure on brands as per budgets
Support GM Marketing & Sales in any corporate communication activity like employer brand, corporate communications, workshops etc.
Brand and Category Manager is also responsible for
Conceptualization and execution of Digital Marketing creative & media strategy for their respective brand/s in coordination with digital support function in
Planning and executing digital marketing campaigns for major brands, including SEO, SM (social media), video and display advertising, eCommerce through performance marketing, SEM
Collaborate with various stakeholders to make effective & engaging digital marketing creatives including videos & display

Brand and Category Manager is also responsible for:

  • Planning & execution of annual market research plans for major categories and brands
Collation of marketing insights for brands / categories across touch points internal (like retail surveys, panels,market visits) as well as external (like ad tests, concept tests, U&A studies, market sizing, product tests, brand equity studies) to provide inputs to business planning;

be single point source of data & insights for their category
Utilizing data & insights across all brand touchpoints
Creating and keeping regularly updated dashboards & Insight summaries by integrating all sources and creating actionable insights
Planning and implementing corporate initiatives like employee surveys, consumer immersions etc.
Ensure proper presentation of research studies by agencies and followup actions
Managing market research annual budgets for brand/s
Driving relationship and KRAs with research agencies and other vendor partners
Brand and Category manager is also responsible for
Bringing value to business by understanding needs of various brands through design thinking
Working on multidisciplinary projects that can span from brand identity, packaging structure and design, retail design, exhibitions and events, etc.
Briefing and supervising the functioning of external design agencies / inhouse teams for design development and taking it through various stages of the project till completion to ensure overall effectiveness
Ensuring brand identity guidelines are followed consistently by brands across various touchpoints
Works on certain subjects where lead is taken by GM Marketing & sales
Ideation for big new products/categories
Brand communication (ATL, digital, BTL)
Strategy for overcoming obstacles in scaling up volumes of new products and Young products
Developing strategy for competition fighting
Product or SKU rationalization/Cost reduction/improved product mix
Identification of packaging innovation
Brand architecture initiatives
Identification and design of any other new major initiative

Competencies 'Must have':
Experience and understanding of sales function and channel management
Stakeholder management
Business acumen
Data management and analysis
Digital: Social Media management & content development

Competencies:
'Desirable':

Design development exposure, including packaging
Market research
Communications development, including ATL/digital content
Skills required Strategic, analytical, and operational excellence
Brand / Product management
Thorough understanding of sales & distribution system

Profile & experience:
MBA from a grade 2 B-School with 69 years of experience, of which at least 35 should be in field sales

OR
Even a nonMBA risen from sales function with an aptitude for marketing
Channel development and distribution experience (minimum 35 years), Brand / product management experience is optional

Reports into GM Marketing & Sales

Reporting's into the position

None

Other key interfaces:
ZSMs/RSMs
R&D, including packaging

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