Pernod Ricard India | Brand Manager
1 week ago
KEY OPERATING HIGHLIGHTS: BALLANTINE’S
Pernod Ricard India is the most profitable liquor company in India with ~42% operating segment vols share. It is home to a number of renowned brands, including Royal Stag, Blenders Pride, 100 Pipers, Ballantine’s, Chivas, Absolut, Jameson, Beefeater Gin, Jacob’s Creek and many more. Ballantine’s is one of the fastest growing scotch brands in the country rapidly capturing the imagination of affluent Indians. The ambition on this brand is to further scale up and accelerate its growth by enhancing equity, aspiration and innovation.
OVERALL PURPOSE OF THE JOB
- Drive the development and execution of the brand strategy and plans for the Ballantine’s portfolio of brands and its extensions towards achieving the stated objectives and ambition.
KEY RESPONSIBILITIES
Brand Delivery: Meet and exceed annual business objectives regarding market share, net sales and volumes while driving continuous improvement in brand equity scores and share of search.
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 brand positioning.
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.
Some of the key responsibilities would include
developing and implement comprehensive digital marketing strategies to enhance brand visibility, drive online engagement, and achieve business objectives.
Drive Content Creation and Brand Communication: Develop and manage high-quality, engaging content for digital platform, aligned with the brand’s voice and messaging guidelines to maintain brand consistency.
Media and Digital:
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
Integrate diverse media channels into overall communications mix to drive an effective communication and touchpoint mix
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.
Manage the brand’s presence across all relevant social media platforms. Monitor performance to ensure consistent and effective 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.
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:
Develop & implement activation platforms, consistent with brand positioning, using key cultural conversations, to drive scaled up consumer engagement across touchpoints.
Activate the brand through brand education and advocacy by leading a team of resolute brand ambassadors – consumer, trade and internal.
Work with the National Trade Marketing teams to 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.
JOB REQUIREMENTS
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
Strong in Ideation and ability to execute tasks independently.
KEY INTERFACE
INTERNAL
Brand Team: Ballantine’s
Digital Marketing Team
Media Team
Consumer Research Team
National Trade Marketing
Sales & Region Marketing RMMs/ZMMs
Manufacturing team (Blenders, Supply Chain, packaging etc)
Global Brand Team
EXTERNAL
Marketing Agencies: Creative, Digital, Media, PR & Event
Market Research Agency
Merchandising Company - Suppliers and Vendors
JOB REQUIREMENTS
QUALIFICATIONS:
Postgraduate in Marketing Management from a Premier B School
EXPERIENCE & PREREQUISITES:
9-10 Years of experience in leading FMCG or Alcobev. Should have exposure in managing P&L performance, Consumer insights, communication strategy – design, execution, Media, Digital Marketing, Packaging etc.
Digital/Media Planning experience to amplify brand engagement platforms/events is mandatory.
FMCG or Alcobev Industry experience is mandatory.
Proven consumer insights, trade activation and brand identity management experience is critical
At least 2-3 years sales or trade marketing experience is desirable.
Understanding of key tenets of lifestyle category.
Should be open to travel max once/twice a month
Proficiency in power point and excel is a must.
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