Brand Manager

Purpose Statement:- The purpose of this job is to manage the New Segments in Decorative Paint portfolio some of which include Construction Chemicals, Commercial Flooring, Painting Tools & Ancillaries Range etc. A key part of this job also involves leading the marketing for export markets including Bangladesh, Nepal, Bhutan & Myanmar.- The key marketing tasks are to develop and implement key strategic imperatives and execution plans that will help manage and grow the brand health & brand equity of sub-brands. This includes driving the implementation of new segments marketing plan via in-market execution & on-ground communication.- Further, this role comprises product management for entire Dulux Portfolio. - The key product management tasks are managing and strengthening the segment product portfolio in line with the segment strategy and market trends, ensuring that the product group matches customer expectations and needs through the life-cycle, supporting the development of new or replacement products & managing their launch into the market and managing the withdrawal of unwanted or obsolete products.- A critical part of product managers role is to own the NPI Structure:- Marketing & Product- Management Director- BU South Asia- Vandana Krishnia- Regional Marketing Manager- Mass, Adjacent & Pre-Deco- Marketing Lead - New Segments, Export Markets & Product Management : VacantCritical RESULT AREA - 1:- Lead development of the strategic marketing plan & key strategic imperatives for the New Segments in Decorative Paint & Export Markets in line with business strategyMAJOR ACTIVITIES OUTCOME:- Identify the needs of consumers in New segments within Decorative Paints & Export markets by working with insights team to utilize & interpret internal/ external market information related to products- Lead the development of the strategic marketing plan & annual key initiatives for the segments and products/sub-brands, in alignment with Marketing & Product Management Director- Manage the implementation of the brand architecture, pricing architecture & brand positioning and messaging for products/sub-brands in the portfolio- Develop livery & packaging designs which drive conversion at the point of sale and point of consumption. These need to be consistent with brand positioning and must have sync with brand architecture- Custodian for driving cross-functional collaboration for introducing the products range on time & in full: Identify new product opportunity and lead & execute NPD project with cross-function team to ensure NPD on time in full launch.- Responsible for launch of new products through coordination with multi-disciplinary teams. Drive product launch planning and provide guidance to the cross-functional product launch team to complete all required preparation and launch activities.- Coordinate product introduction and market exploitation with the Marketing and Sales organizations to ensure maximum penetration of marketing segments.- Guide new product development and/or modifications of a product or product line to achieve the goals set by Sales/Marketing and in line with the budget- Support the commercial team with guidance on specific product selection versus customer requirements.- Ensure market potential by working with Country Category Managers to establish pricing targets and market strategies, estimate potential sales, introduce market and distribution/channel issues. - Identify new product opportunities according to market trend- Own all the marketing initiatives, campaigns, and offtake programs- Monitor brand KPIs (market share, volume & value sales, margins)- Manage A&P and review effectiveness of key marketing initiatives- Lead subcategory-related discussion in the Marketing meetings & Business ReviewsKEY RESULT AREA - 2:- Responsible for managing the life cycle of the product portfolio by bridging the organizations commercial and RD&I teams, ensuring market needs are fully defined and communicated into the product development processesMAJOR ACTIVITIES:- Collaborate and manage the Innovation Roadmap for Decorative category portfolio, roadmap and Innovation projects: Facilitate in finalization of innovation strategy and execution plan based on consumer & painter needs, key market trends, competitive context and latest in in-house technology developments ensure a healthy 12Q pipeline. Guide countries with in-market execution and deliver on financial KPIs in sync with stated strategy- Strategy Development and execution: Work closely with category managers, sales leadership, insights team and other stakeholders to keep abreast with business insights. Support to develop business plan in short/mid/long term for assigned product lines in owned channel / category to fit for Dulux brand and business strategy- Portfolio management: Lead assigned product lines portfolio management to build strong and efficient portfolio to support business healthy growth, pricing strategy and management with country/channel, SKU rationalization and closely monitor portfolio health check- NPD and Innovation: Build up knowhow & be close to the competitors, market new trends & innovations (ingredient, claims, business model), monitor NPD performance and external environment after launch and get insight/learnings to feedback for business impact and take corrective action if required to meet business objectives and help in conducting of related forums with key ones being monthly Product Management & Innovation Gate Review meetingsKEY RESULT AREA - 3 :- Develop & execute in-market communication campaigns on traditional and digital media for New Segments &MAJOR ACTIVITIES:1. Utilize high impact / differentiated product positioning and messaging to the internal organization and external customers, message strategy, planning and deliverables communication for New Segments & Export Markets portfolio (based on new and compelling insights that coverts non-users of the brand, intenders and retain existing On-time, Integrated campaigns that deliver on agreed objectivesb. Performance tracking of country campaigns and provide quarterly marketing reviews2. Manage end to end process of communication development process including communication brief, engagement with creative agency, concept and ad test, production of assets, on ground implementation guidelines and in country execution3. Measure, evaluate and course correct communication strategy based on key learnings of current/ previous campaigns to deliver compelling and differentiated propositions to consumers/ painters4. Create high-impact sales & customer retention tools such as presentations, demos, videos & product guides5. Collaborate with country marketing teams on communication guidelines, consumer/ painter propositions and aligning on the way forward 6. Liaise with PR Communications on earned media opportunities for NPI, strategic brand communication pillars and campaign value proposition, and provide guidance to country as part of overall communication plan7. Liaise with digital marketing team on digital content strategy, content assets development and always on digital strategy8. Share best practices amongst country teamsKEY RESULT AREA - 4:- Drive Compliance to Product stewardship and sustainability metrics.MAJOR ACTIVITIES:- Be familiar with and ensure compliance with applicable policies and procedures related to personal conduct and HSE standards- Develop marketing communication assets and strategy to help establish our sustainable products, projects and initiatives and help drive our image as a company focused on reducing its carbon Full compliance with Product Stewardship guidelines- Achievement of Product Quality standards- Achievement of Sustainability KPIsKEY RESULT AREA - 5:People and Organization Development:- Be able to collaborate effectively with cross functional, cross country/ cultural team members and deliver on projects/ business agenda- Drive performance management through clear and challenging performance targets for the country marketing teams and consistent review against performance metrics- Give input to the South Asia Marketing & Product Mgmt. Director, if any work processes need Highly engaged team and healthy retention rate- Efficient and integrated internal Developing and driving marketing strategies that give us sustainable competitive advantage- Developing marketing communication assets supported by a strong communication strategy to ensure that our brand is available throughout the consumer decorative journey and help in conversion from consideration to main brand used.- Engaging and collaborating with each country effectively, especially with the country category leads, to help them grow their Decisions and Dimensions:- Proposing the key strategic initiatives innovation, communications - for the region, and the allocation of budgets- Developing pan-region communications campaigns using creative ideas that resonate with the markets and is true to the brand- Prioritizing key initiatives and and Knowledge:1. Educational Qualifications:- Bachelors Degree- Masters degree2. Relevant Working Experience:- Minimum of 4-5 years experience as a Brand Manager or Product Manager- Experience in Consumer goods or building materials or Paint, Waterproofing, Wood, Metal, Trim or chemicals sub-category management and/or brand management is highly preferred- Understanding of consumer journey and customer experience/touchpoints along journey- Data-driven mindset and strong analytical skills, with experience in using primary and syndicated research/insights, market and competitive analysis to elevate performance- Strong business acumen, analytical and organization skills- Demonstrates agility and the ability to operate effectively under ambiguity- Be able to take leadership, be self-motivated & be an effective team member- Good interpersonal skills to communicate effectively and collaborate with multiple teams across multiple geographies, time zones and cultures.- Skilled at influencing opinion to accomplish business goals & objectives while maintaining strong interpersonal relationships across various functions & various management stakeholders.- Extremely detail orientated with strong project management skills on multi-market projects.- Results focused, excellent communicator who enjoys a collaborative working style. 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