Associate Director, Marketing

Key Deliverables in this role:

Financial Outcomes:

Marketing Strategy & Execution:

- Drive growth agenda for Portfolio of category - Responsible for shaping the marketing strategy, focused on sustainable and profitable growth. Business Performance by meeting committed: Net Sales Revenue, gross margin, MAPE targets, net margin for portfolio of brands.

- Define and implement go-to-market strategies for portfolio focused on long term sustainable and profitable growth - ATL/ BTL mix and budget, media mix, launch/re-launch/exit-decisions.

Drive Portfolio Expansion:

- Deeper industry and consumer insights to ensure we continue to expand the portfolio to increase total addressable market and drive improvement in return ratios. Driving innovation that increases penetration or premiumization or sales.

Customer Service:

- Strategize action around Consumer Empathy

- Delivering to our consumers' needs and engaging through Iconic and first of its kind campaigns - Hyperlocal marketing, Leveraging AI to hyper personalized campaigns.

- Ahead of industry growth by ensuring gain in market share, Consumption growth by increased household penetration

- Responsible for brand health performance on critical metrics such as market share, TOM, SPONT, penetration, PDO

- Use Consumer Insights on needs and trends as inputs for developing marketing activities for maximizing opportunity.

- 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.

- Lead Cost Savings/Gross margin actions through process improvement.

Internal Processes:

- Brand Communication, Media Strategy & Planning

- Lead Brand Team and manage internal Cross Functional Teams on key projects/interventions to deliver on brand objectives.

- Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the brand and Masterbrand communication.

- Work together with Innovation Team for seam less takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking.

- Support Inventory optimization projects.

Innovation and Learning:

- Leading Digital Transformation & People agenda

- Driving innovation that increases penetration or premiumization or sales

- Drive digital transformation within the brand teams to improve process and efficiency

Effectively manage external interfaces (Advertising/Creative, Design, Media, Activation, Digital & PR agencies) by

- Ensuring sharp understanding of master brand architecture and agenda ensuring timely issuance of briefs by team.

- Evaluate and enable deployment of relevant plans on various sub brands to achieve master brand objectives.

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

- Assisting Reporting Manager for on ground execution of extended master Brand in line with new architecture strategies / interventions.

- As a marketing leader build a strong inclusive, diverse and high performing team on a critical brand for the organization.

- Work with diverse team and cultures spanning India.

Critical success factors for the Role:

- MBA with 12-14 Years of overall experience

- Ideal experience of 4-5 years in brand management

- Mandatory requirement of 2-3 years of sales/ trade marketing experience

- Proven track record for developing B2C growth marketing strategies that deliver tangible business results

- Strong analytical skills and data-driven thinking

Desirable success factors for the Role:

- Good communication skills and stakeholder management capabilities

- Familiarity with the consumer goods industry, marketing (brand/category/Innovation) domain knowledge and an understanding of its challenges and opportunities

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