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Brand Manager

2 months ago

Gurugram, India Pernod Ricard India Full time

OVERALL PURPOSE OF THE JOB

As the Brand manager, the incumbent will be responsible in formulating & implementing a comprehensive brand strategy for the said portfolio to achieve the defined brand objectives.


KEY RESPONSIBILITIES

Brand Delivery:

Meet and exceed annual business objectives regarding market share, net sales and volumes for the brand portfolio.

Maintain high consumer affinity and likeability for the brand(s) which is reflected in brand equity scores.


Brand Strategy & Planning:

Develop and implement local brand & portfolio strategies in line with the Global brand strategy for the brand.

Translate them in terms of defining the objectives, prioritizing the actions, mobilizing the key stake holders to achieve the plan.

Own and deliver the annual marketing plan.

Understand and develop consumer behavior and identify insights and trends with respect to the brand. Translate the key findings to formulate strategies and implement the same.

Lead the development of breakthrough consumer programs (which will include above the line, below the line and trade facing programs)

Constantly monitor competitor’s brand strategy and pricing, share the inputs for maintaining competitive advantage.

Drawing up & ensuring delivery of brand P&L objectives and Channel strategies


Brand Communication:


Develop and deliver distinctive communication strategy in line with the Global brand guidelines & positioning.

Deep understanding of traditional and new age media – mapping consumers current and potential trends, media habits, genre affinity leading to effective media planning and buying

Have deep understanding to create Brand AFP

Manage the brand’s digital assets specifically and other social handles, collaborate closely with the internal digital team & external agency to create & execute the local digital brand plan.


Collaboration and Integration

Lead a cross functional and agency working team (which includes field marketing, sales, consumer insights, business planning and other business departments) fostering and building a strong multi-functional team.


Brand Activation:

Activate the brand through brand education and advocacy by leading a team of resolute brand ambassadors – consumer, trade and internal.

Develop L3F assets (POS materials, visibility, merchandise) and work with field marketing managers as well as on and off-trade sales teams to ensure effective & timely execution.

Build, develop consumer activation programs for mass market.

Build positive brand equity with target consumers by associating with appropriate partnerships/sponsorships.


Market Intelligence & Consumer Insight

Lead the analysis and reporting of market and competitor trends to identify salient business issues/ opportunities, working closely with divisional sales/ marketing teams as necessary.

Understand the consumer and shopper behavior to identify trends in the brand.

Assist with the development of strategic brand review by analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies.

Monitor monthly volume and industry performance.

Be up to date on the legislative changes in the state impacting RTM and other business dimensions.


DIGITAL MARKETING:

Manage the brand’s digital assets specifically and all social handles, collaborate closely with the internal digital team & external agency to create & execute the digital brand plan. Some of the key responsibilities would include:

Digital Marketing Leadership: Develop and implement comprehensive digital marketing strategies to enhance brand visibility, drive online engagement, and achieve business objectives. This includes managing SEO, SEM, Influencer marketing, and paid advertising campaigns.

Social Media Management: Oversee and manage the brand’s presence across all relevant social media platforms. Create and schedule posts and monitor performance to ensure consistent and effective brand communication.

Content Creation and Brand Communication: Develop and manage high-quality, engaging content for digital platforms, including websites and social media channels. Ensure all brand communications are aligned with the brand’s voice and messaging guidelines to maintain brand consistency.


KEY INTERFACE

INTERNAL

Marketing – Regional/Zonal marketing team and national trade marketing

Sales – Domestic


EXTERNAL

Marketing agencies – Advertising, Media, Public Relations and Event Management

Market Research Agency

Merchandising Company - Suppliers and Vendors


KEY PERFORMANCE INDEX

Volume target: In Cases

CAAP target: As applicable

Market Share %

Media plans vs delivery

Brand equity scores


OTHER INDICES

Brand activation on digital media

Launch of new packaging/NPD’s

Volume vs. Industry performance

Utilization of marketing budget as per plan


JOB REQUIREMENTS


QUALIFICATIONS:

Postgraduate in Marketing Management from a Premier B School


EXPERIENCE:


6-8 Years of solid experience in Brand Management/ brand development with minimum 2-3 years of experience as Brand manager in leading CPG companies – FMCG, durables etc. Should have exposure in P&L responsibility, Consumer insights, communication strategy – design, execution, TVC etc., Media planning exposure, Digital Marketing, Packaging etc.

Should have experience in managing brand activity in media & digital space.

2 Years of sales experience would be a great plus.

Strong in Ideation, strategic thinking and ability to execute tasks independently.

Preferred Industries – Liquor, other mass market brands with youth marketing focus


BEHAVIORAL COMPETENCIES


Strong communication and Interpersonal Skills, as well as outstanding aptitude for time management

Strong focus on prioritization - identifies critical activities to reach his/her goal and eliminates roadblocks.

Action and result oriented - steadfastly pushes self and others for results, proficiency in problem solving and ability to multitask.

Accountability and self-direction