Brand and Category Manager

1 month ago

Pune, India Masflair Full time
Brand and Category ManagerresponsibilitiesPurposethe role Separate focus oneach product segment from the perspective ofCategory specific insights to drive differentiation and marketshare gains with sales developmentInnovation and new product launch keeping in mind the market trendsand competitive situations Sales planninglinked to marketing inputs including field retail needs andviceversa by geography and key SKUs Forwardlooking marketing calendar at quarterly and half yearly and annuallevel Effective and efficient brandcommunication with consistency across brands in both ATL &BTL. Good content and digital marketing for thebrands Maintaining a repository of insights& information on major categories andbrands Ensuring designbased approach isapplied consistently across brands with a harmonised brandarchitecture and consistent brand identity guidelines acrosstouchpoints
ResponsibilitiesBrand and Category Manager is responsiblefor Insightsabout their categories consumer insightsmonitoring market trends and competitiveactivities planning market research Salesdevelopment and market sharegains jointly shared withsales function * including demandforecasting for their category SKUs *working with ZSMs/RSMs on low base key products and take remedialactions * Select proper products forconducting BTL in each of the geographies inconsultation with ZSMs/RSMs the geographies in consultation withZSMs/RSMs * Create highquality content for all BTLactivities Planningimplementing and evaluatingpost performance of marketingactivities (ATL digitalretail). Develop monthly and quarterlymarketing and field input plans withZSMs/RSMs Managing marketingexpenses (sales and marketingi.e. schemes andA&SP) Innovationroadmap for the category *planning NPDs with R&D on a forwardbasis * planned field launch of new productswith sales function and drive sales of YoungProducts to achieve desiredresults Coordination with other functions insupply chain and operations for smoothfunctioning of their category inmarket Brand and CategoryManager is also responsible for theirrespective categories Drivingexecution of brand communicationsby managing creative development andimplementation for key brands via properbriefing processes and coordination withcreative agency for all ATL BTL and digitalcontentDriving media strategy andimplementation Leads annual mediaplanning for their respective brands as perbrand plans Driving media efficiencies andeffectiveness through deals mediamix analysis TG analysis trendsand past learning s Monitor PostCampaignevaluation metrics in a timely mannerEnsuring the ATL expenditure on brands as perbudgets Ensuring that estimationbilling with the agencies followPMAuthorization matrix andSO Support GM Marketing &Sales in any corporate communication activity likeemployer brand corporate communications workshopsetc. Brand and Category Manager is also responsiblefor Conceptualization and execution ofDigital Marketingcreative & media strategy for theirrespective brand/s Planning andexecuting digital marketing campaignsfor major brands including SEO SM (socialmedia) video and display advertisingeCommerce through performance marketingSEM Collaborate with various stakeholders tomake effective & engagingdigital marketing creatives including videos& displayWebsite and other digital assets developmentand maintenance for various brands andCorporate within thecompany Measuring and reporting on theperformance of all digital marketingcampaigns and assets by releasingmonthlydashboards Driverelationship and KRAs with multiple digital media& performancemarketing agencies and other vendorpartners Brand and Category Manager is also responsiblefor Planning & execution ofannual market research plansfor major categories andbrands Collation of marketinginsights for brands / categoriesacross touch points internal (like retail surveyspanels market visits) as well as external(like ad tests concept tests U&Astudies market sizing product tests brandequity studies) to provide inputs to businessplanning; be single point source of data& insights for their categoryUtilizing data & insights across allbrand touchpoints Creating and keepingregularly updated dashboards& Insightsummaries by integrating all sources andcreating actionableinsights Planning and implementing corporateinitiatives like employee surveysconsumer immersions etc. Ensureproper presentation of research studiesby agencies andfollowup actions Managing marketresearch annual budgets forbrand/s Driving relationship andKRAs with research agencies andother vendor partners Brandand Category manager is also responsiblefor Bringing value to business byunderstanding needs of various brandsthrough design thinking Working onmultidisciplinary projects that can spanfrom brand identity packaging structure anddesign retail design exhibitions and eventsetc. Briefing and supervising thefunctioning of external design agencies /inhouse teams for design development andtaking it through various stages of the projecttill completion to ensure overalleffectiveness Ensuring brand identityguidelines are followed consistently bybrands across various touchpoints Works on certain subjectswhere lead is taken by GM Marketing &sales * Ideation for big newproducts/categories * Brand communication(ATL digital BTL) * Strategy for overcomingobstacles in scaling up volumes of newproducts and Young products * Developingstrategy for competition fighting * Productor SKU rationalization/Costreduction/improved productmix * Identification of packaginginnovation * Brand architectureinitiatives * Identification and design ofany other new majorinitiativeCompetenciesMust have Experience and understanding of sales function and channelmanagement Stakeholdermanagement Businessacumen Data management andanalysisDigital: Social Media management& content developmentCompetenciesdesirable Design development exposureincluding packaging MarketresearchCommunications development includingATL/digital contentSkillsrequired Strategic analytical andoperational excellence Brand / ProductmanagementThorough understanding of sales& distributionsystem
Profile& experience MBA froma grade 2 BSchool with 69 years of experience of which at least 35should be in fieldsalesOReven a nonMBArisen from sales function with an aptitude formarketing
Channeldevelopment and distribution experience (minimum 35 years) Brand /product management experience isoptionalReports intoGM Marketing & SalesReporting s intothe position NoneaOther key interfacesZSMs/RSMs R&D includingpackaging OperationsExternal agencies advertising media digital research designetc.

categoryinsights,market analysis,digital marketing,btl activations,brandadvertising,corporate communications,website building,marketresearch,dashboard builder,packaging design

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