MasterBrand Manager

Job Title

We are seeking a seasoned Brand Equity expert to lead the development and implementation of a robust brand program across product superiority, deepening equity, and effectively implemented across different market types.

Key Responsibilities:

• Develop and implement a comprehensive brand strategy that drives business growth and enhances brand reputation.
• Build Masterbrand architecture strategy on the category and craft positioning with strong BCI - Build Brand Positioning Strategy and Brand Key.
• Develop 360 Brand campaigns to drive equity and preference and create a multi-channel communication strategy for the master brand through product superiority, core brand thematic, and purpose-driven campaigns.
• Build Brand Purpose Platform and develop an 'Always On' Digital plan for a 12-month calendar.
• Deliver brand health metrics through the brand program with impactful and innovative communication plans.
• Create Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary) and build Brand World based Visual Identity Playbook and Detailing Brand sensorial signature.

Customer Service:

• Building Claims toolkit - building a ready toolbox backed with defendable evidence to support scientific/technical/marketing claims through commissioned studies - Kantar, Clinical, Retail, etc.
• Proving superiority at Point of Sale - strategizing, designing, and implementing efficient and scalable superiority activation programs customizable for market type.
• Superiority communication across media touchpoints – TV, digital media, packaging, BTL.
• Counterfeit action - building long-term action plan for countering counterfeit through education, legal action, sales team training.

Internal Processes:

• Work together with innovation teams for seamless takeover and incubation of new brand initiatives/extensions in line with masterbrand portfolio thinking.
• Synchronize brand marketing plans and campaigns for harmonized and efficient deployment of plans across the masterbrand.
• Work with consumer & market insight teams to monitor, analyze, and evaluate market/consumer trends, competitor activity to identify new opportunities for the brand and masterbrand communication.
• Plan and execute campaigns and projects in close partnership with stakeholders within the organization and external agencies/partners.
• Effectively manage external interfaces (research, advertising/creative, design, media, activation, digital & PR agencies).
• Effectively manage internal interfaces such as brand teams, insights teams, R&D, legal & regulatory, shopper marketing, and sales.

Innovation and Learning:

• Build masterbrand portfolio by expanding user base with relevant, compelling extensions, innovations.
• Craft masterbrand extensions' mix across mass, masstige, premium range.

Critical Success Factors:

• Experience of core brand management in FMCG category with handling of significant brand campaigns.
• Educational qualification – MBA (major in marketing preferred).
• Experience – 8-10 years (minimum 3 years in brand management/brand equity).
• End-to-end exposure of creating a brand TVC and campaign planning.
• Deep working knowledge of gathering consumer insights and deriving strategic execution-oriented insights.
• Commercial acumen to efficiently manage marketing & media budgets.
• Understanding of navigating the brand world and closely working with agencies.

Desirable Success Factors:

• Prior experience in working closely with cross-functional teams to jointly drive business KPIs.

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