Strategic Brand Director

Job Summary

We are seeking a seasoned Strategic Brand Director to lead the development and implementation of a robust brand program across product superiority, deepening equity, and effectively implementing it across different market types.

About the Role

• The successful candidate will have 8-10 years of experience in core brand management in the FMCG category, with a strong track record of handling significant brand campaigns.
• They will possess a deep working knowledge of gathering consumer insights and deriving strategic execution-oriented insights.
• A commercial acumen to efficiently manage marketing & media budgets is essential.
• Experience of creating a brand TVC and campaign planning is also required.

Key Responsibilities

1. Develop and implement a robust brand program across product superiority, deepening equity, and effectively implementing it across different market types.
2. Build Masterbrand architecture strategy on the category.
3. Craft Positioning with Strong BCI - Build Brand Positioning Strategy and Brand Key.
4. Develop 360 Brand campaigns to drive Equity and Preference.
5. Create a multi-channel communication strategy for the master brand through product superiority, core brand thematic, and purpose-driven campaigns.
6. Build Brand Purpose Platform.
7. Develop 'Always On' Digital plan for a 12-month calendar.
8. Deliver brand health metrics through the brand program with impactful and innovative communication plans.
9. Create Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary), Building Brand World based Visual Identity Playbook and Detailing Brand sensorial signature.

Customer Service Focus

• Build Claims toolkit - Building a ready toolbox backed with defendable evidence to support Scientific /Technical /Marketing Claims through Commissioned Studies - Kantar, Clinical, Retail, etc.
• Prove 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 Management

• Work together with Innovation Team 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 the 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 team, insights team, 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.

Requirements

• Educational Qualification – MBA (Major in Marketing preferred).
• Desirable prior experience in working closely with cross-functional teams to jointly drive business KPIs.

Bonus Requirements

• Strong understanding of how to navigate the brand world and closely working with agencies.

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