Brand Manager

2 weeks ago

Kolkata, West Bengal, India Linc Limited Full time
Brand Manager – Writing Instruments (FMCG)

Location: Kolkata

Reports To: Marketing Head

Department: Marketing

Role Overview:

We are looking for an experienced and passionate Brand Manager to lead strategic initiatives for our writing instruments category. This role demands a deep understanding of FMCG dynamics and consumer behavior, particularly in the stationery and writing products segment. You will be responsible for driving brand growth through strategic planning, communication, innovation, market analysis, and execution of brand and product initiatives.

Key Responsibilities:

1. Brand Strategy & Building

- Develop, refine, and implement brand strategies to build strong brand equity across consumer and institutional segments.
- Define clear positioning for different writing instrument sub-brands (e.g., premium pens, student-friendly markers, office supplies).

2. Marketing Communication & Promotion

- Lead end-to-end development of ATL and BTL campaigns including print, digital, retail, in-store, and event-based activations. The Communication team is responsible for implementation.
- Collaborate with creative and media agencies to deliver impactful marketing messages tailored to target demographics (students, professionals, etc.).

3. New Product Development (NPD) & Launch

- Drive innovation in writing instruments by identifying consumer needs and leading the development of new SKUs.
- Oversee the product lifecycle from concept to commercialization including packaging design, pricing strategy, and launch planning.

4. Market Research & Consumer Insights

- Conduct market surveys and gather consumer insights to inform product development and promotional planning.
- Analyze user preferences, purchasing behavior, and feedback to fine-tune offerings and messaging.

5. Competitor Analysis & Market Intelligence

- Monitor and evaluate competitor products, marketing activities, and pricing trends to identify threats and opportunities.
- Maintain a pulse on trends in education, office supplies, and lifestyle categories influencing writing tools.

6. Performance Tracking & Reporting

- Monitor campaign performance and product KPIs; analyze ROI and generate reports on brand health metrics, category growth, and sales trends.

7. Cross-functional Collaboration

- Work closely with R&D, Packaging, Sales, Supply Chain, and Finance to ensure alignment and seamless execution of brand initiatives.

Key Requirements:

- Bachelor's degree in Marketing, Business, or related field (MBA preferred).
- 8–12 years of relevant experience in FMCG brand management, preferably in writing instruments, stationery, or adjacent categories.
- Strong understanding of consumer marketing, product development, and FMCG channel dynamics.
- Excellent analytical, communication, and project management skills.
- Creative mindset with commercial acumen and a passion for branding.
- Proficiency in tools like MS Excel, PowerPoint, and familiarity with market research tools.

What We Offer:

- Opportunity to lead and shape category growth in a dynamic FMCG environment.
- A collaborative culture with a focus on innovation and brand excellence.
- Exposure to diverse markets and cross-functional leadership.

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