Tata Consumer Product

Key Deliverables in this role:Financial Outcomes:- Anchor the volume, revenue and profitability targets for the assigned platforms (Self Serve Marketplaces, ONDC etc)- Ensure best in class CX by ensuring optimal UI/UX design for own websites and also owning the merchandizing calendar for own websites and 3P marketplaces- Own the discovery on self serve marketplaces though Performance marketing initiatives- Work to provide best in class customer experience by laying processes to optimize TAT for delivery and creating a process to respond to customer queries- Own the charter to bring in additional traffic through CRM and Affiliate Network (Influencers as well as Network Partners)- Own the experiments in alternate channels and GTM (lead the discussions along with sales team) to discover new sources of revenue- Monitor & ensure brand profitability including Gross Margins & MAPE through relevant price & cost interventions on the platforms assigned- Own the channels for trial and discovery for entire foods portfolio [Partnerships with sampling platforms, reward redemptions etc]- These are new categories and new brands - hence the incumbent needs to be really proficient in driving business as well as brand metrics- Consistently review the business model and reinvent it as the business size increases - review unit economics on Ecom, ROAS, Promo, COGS with economies of scale to optimize margins- Analyze the CAC, Repeats, Customer LTV and optimize spends/strategy to make all channels operationally profitable- Manage Risk : Most food categories are with low shelf life, plus there is no trendline/data for forecasting - this leaves 'value risk' on the table - hence marketing planning, liquidation ability is important incase decisions go southCustomer Service:- Understand the consumer and identify actionable insights to grow diverse set of sub categories within multiple brands on different platforms- Be the voice of consumer and deliver strong consumer actionable insights & convert them into impactful comms on digital to drive business- Very strong understanding needed on digital marketing - understanding of creating personas/cohorts on digital and sharp shooting them - as it's a very high cost model - and we have very limited "burn" available - hence driving digital campaigns with precision- Create best in class CX on all brand touchpoints (on Ecom, CRED, Jiomart and other platforms) to ensure that we have a seamless consumer x brand interaction and flawless communication- Own the entire CRM piece for all channels wherever 1P data is available and maximize customer repeats across channels- Deliver best in class, clutter breaking creatives/comms to drive brand metrics (right from awareness to repeat). Since, this will be a digital heavy role - creative fatigue sets in easily and hence its imperative to create a bank of creatives for better customer experienceInternal Processes:- Design a process for the right forecast for every channel basis the trends and the inputs for the month to avoid stockouts and ageing of the portfolio- Work closely with the Digital team to better the product ecosystem (viz. Shopify, D365 etc) for seamless flow of data- Effectively manage external interfaces (Account teams/Last mile logistics/tech agencies etc) to evaluate and enable deployment of relevant plans to achieve business objectivesInnovation & Learning:- Find Innovative ways of Marketing to develop right media mix model for smaller business to target right consumer cohorts:- Develop, deploy effective and efficient media model optimized on conversions and N2B audience.- Identify right market X channel X media approach given thin budgets- Drive consideration, advocacy by right consumer targeting on high affinity platforms- Deep understanding of how competition (mainly start-ups) operates & how do we leverage learning for scaling up smaller categories into 'future growth engines' for TCPLCritical success factors for the Role:- Educational Qualification - Preferably an MBA with 4-6 years of experience in Digital Marketing- Strong experience in working on digital businesses' overall - from designing mixes, optimizing unit economics, to managing sales and media- Fully working knowledge of digital metrics to lead the thinking on how to track delivery of a digital business (including the backend working knowledge of Shopify/Drop Ship models/Marketplaces like Jiomart, Healthkart etc)- Robust understanding of tech stack, business model and last mile logistics for D2C brands- Proven experience in building digital brandsDesirable success factors for the Role:- Ideal if the person has done some work in building some brands/businesses on Digital. [if the person has seen the journey of 01 and 110/100]- Experience with a startup which has business skewed towards Ecom/Digital- Prior experience in FMCG/FMCD- Ability to collaborate, influence and to create impact with internal teams for business delivery (ref:iimjobs.com)