Associate Director, Brand

1 week ago

India Tata Consumer Products Full time
Financial Outcomes:

 Strategize, design and implement a robust brand program across product superiority, deepening equity and effectively implemented across different market types

 Building Masterbrand architecture strategy on the category

 Crafting Positioning with Strong BCI - Build Brand Positioning Strategy and Brand Key.

 Developing 360 Brand campaigns to drive Equity and Preference

 Creating a multi-channel communication strategy for the master brand through product superiority, core brand thematic and

Building Brand Purpose Platform

 Developing 'Always On' Digital plan for a 12-month calendar

 Deliver brand health metrics through the brand program with impactful and innovative communication plans

 Creating Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary), Building Brand World based

Visual Identity Playbook and Detailing Brand sensorial signature

 Building Claims toolkit - Building a ready toolbox backed with defendable evidence to support Scientific /Technical /Marketing

Claims through Commissioned Studies - Kantar, Clinical, Retail, etc.

 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

Work together with Innovation Team for seamless takeover and incubation of New Brand initiatives/extensions in line with

Synchronize brand marketing plans and campaigns for harmonized and efficient deployment of plans across the Masterbrand

 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.

 Plan and execute the campaigns and projects in close partnership with stakeholders within the organization and external

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

Experience of core brand management in FMCG category, with handling of some 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.

 Commercial acumen to be able to efficiently manage the marketing & media budgets.

 Understanding on how to navigate the brand world and closely working with agencies.

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

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