Director, Marketing

Role Overview

The Front Line Marketing Lead – North + CMG role provides marketing thought leadership and drives the marketing agenda for territories under KGBPL and LBPL bottling groups, as well as for the CMG Operations (All India). This role is responsible for generating and growing consumer demand in those markets by working in alliance with INSWA's central marketing teams. This role has a wide stakeholder remit and has to work closely with franchise operations, CMG, C&CL and key bottling leaders and associates. The FLM Lead also provides people leadership to a team of 3 regional FLMs and is accountable for their growth and development.

Focus, Scope and Impact

• Front-Line Marketing Leadership: Drive the marketing agenda for the states of Punjab, Haryana, HP, J&K, Rajasthan, parts of Gujarat as well as for the CMG operations spanning All-India.

• Gain consumer insight through data analysis, market visits, first-hand interaction with consumers, stakeholder interactions. Also, have a firsthand understanding of business performance and the drivers for the same.

• Own and leverage the IQ process. Work in partnership with brand teams to conceptualize & execute marketing plans needed to achieve the brand & business goals in the markets. Provide input on existing portfolio and brand plans (activities, calendars, execution of allocated DME) as well as look at new opportunities.
• Manage portfolio conflicts and drive aligned prioritization. Maximize impact and minimize waste of marketing inputs via system alignment and end-to-end integration.
• Drive bottler alignment on the marketing agenda: portfolio priorities and category/brand strategies and plans (objectives, DME investments, IQ calendars, success metrics, E2E and IMX campaigns) in partnership with the network teams.
• Oversee localization and real-time amplification of IMX campaigns within the region, providing input to central brand and IMX teams. Keep abreast of the emerging trends in the marketplace and align marketing plan with the changing market dynamics.
• Manage brand activation at the local level, including POS activations, promos, experiential marketing and events (leveraging mkt assets), in coordination with network and bottler teams
• Maintain regular interaction with the field and set governance protocols for marketing program executions.

People Leadership: Lead a team of 3 region FLMs, providing them with regular guidance and support, removing barriers and investing in building their performance as well as potential. This role is accountable for team culture and engagement metrics.

Network Leadership:

• Support system processes and drive cadences to ensure well planned and well executed integrated marketing executions.
• Set clear business and brand metrics for marketing programs and track the same. Feed-forward the learnings for future marketing interventions.
• Support ABP via identification and articulation of growth levers for the regions that are co-created and aligned with the network.

Minimum Qualifications and Requirements:

Experience

• Overall work experience of 12-15 years
• Significant marketing and people leadership experience
• Direct experience with marketing activation
• Business and commercial acumen
• Experience working in cross-functional and cross-geographical teams preferred

Work Focus

• Ability to provide nuanced region-level input on marketing strategy and plans (e.g. consumer / shopper insights) and other key elements of broader OU / global strategy, as necessary
• Ability to develop relationships with key stakeholders (Category, IMX, Ops, C&CL, bottler teams) and ensure alignment and buy-in on marketing agenda
• Ability to coordinate full details (calendars, resources, metrics) of local activation with bottlers
• Ability to identify needs for campaign localization or customization as necessary
• Ability to lead empowered teams

Communication Focus

• Role will require frequent communication with OU Frontline Marketing Lead, Head of Marketing, OU Category teams, OU IMX team, OU Franchise leadership teams, OU C&CL team, among others.
• Role will also interact frequently with Bottlers and external parties (customers, agencies)

Skills

Marketing Insights; Marketing; Marketing Planning; Data Driven

Annual Incentive Reference Value Percentage:30

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.