Category Head - Banjaras

Role Purpose- Critical role responsible for developing category strategy and drive consumer demand with the objective of growing brand recall and market share, protecting brand identity, increasing operating profit, and maintaining good brand health in line with the overall marketing strategy for BCCL. The role holder will drive and coordinate with the sales team to create synergy within the functions to build operational efficiencies. The role bearer would develop the Value Proposition and the marketing & branding strategy for the category to achieve larger organizational objectives.

Planning, Strategy & Financials -

• Support BCCLs vision and drive marketing and branding strategy in alignment with the business priorities to increase/sustain revenue, market penetration, brand perception and profitability • Design strong value proposition to capture new avenues of expansion, boost market share, and increase brand recall across geographies for the designated category • Identify potential branding opportunities for the category by analyzing market strategies, consumer requirements, market potential, and financials • Keep abreast of competitor intelligence and industry trends and share recommendations with Head – Marketing • Provide inputs to formulate annual budget for the marketing department and ensure adherence to the set budget • Determine allocation of resources within the category; Ensure adherence to budget and optimal utilization of resources • Execute marketing plans and branding initiatives to deepen market penetration and customer retention across geographies

Operational/ Functional -

• Design long-term and mid-term performance goals for the marketing department for the category in alignment with overall organizational targets and review them in a timely fashion • Examine competition performance and new entrant activities, analyze historic trends in pricing and category performance, interpret changing consumer behavior and study socio-economic indicators to help determine pricing strategy • Scan the market for potential new avenues of revenue generation; Develop market entry strategy for previously untapped customer bases and geographies for the category based on market intelligence • Scan the business environment on a continuous basis to identify, analyze and capture market trends and demands and provide developmental feedback for capability building targeted at catering to the markets present and future requirement • Ensures that the brand identity and brand equity developed for each of the brands within the Category is in alignment with the overall Marketing Strategy & Corporate Brand • Drive best in class customer experience across all touch points by reviewing and redesigning processes and customer facing interfaces • Review digital marketing activations, social media initiatives, advertising spends and other investments and measure ROI against each • Visit critical markets and key customers regularly to understand latest consumer behavior patterns • Brand Health • Market penetration • Product Innovation support • Digital content scores Disclaimer: This job description is not an exhaustive list of accountabilities and activities. Job incumbents may be required to perform additional job-related tasks and duties as assigned. Page 2 of 3 • Review consumer insights plan, define prioritization matrix for research, and monitor progress • Review promotional plans for the category, contribute towards strategy for interacting with media and cascade internal and external messaging of the organization • Manage relationship with the media and advertising agencies for all marketing initiatives to facilitate favorable coverage and ensure optimal ROI on all media investments • Work with the CIMI team and assimilate insights shared to facilitate new product development, packaging related innovation etc. with an aim to drive market development for the category • Review achievement of market share and demand generation targets in various retail environments for the category • Monitor effectiveness of the category marketing plan and take appropriate corrective /preventive actions to meet annual targets towards realization of business plan • Review Brand wise initiatives and guide Brand Managers to translate the Marketing & Brand strategies into detailed marketing plans and drive value proposition execution of the respective brand • Collaborate with MT and Ecom teams on channel-specific assortment, exclusive SKUs, visibility programs, and joint business planning to drive category offtake across organized retail and digital platforms • Custom Product & Demand Generation Programs: Design and execute custom-made product programs and demand generation initiatives with MT/Ecom teams — channel relevant packs, promotional bundles, and digital-first launches to drive trial and repeat purchase. • Partner with R&D to identify NPD opportunities from consumer insights and white-space analysis; own the ideation-to-launch pipeline with briefs, consumer profiling, positioning, and GTM alignment. • Post-Launch Feedback Loop: Track new product performance post-launch and feed real-time market and consumer data back to R&D and supply chain for rapid iteration, reformulation, or line extensions. • Partner with Sales, HR

People/ Self Development -

Review and monitor performance of team members and provide requisite developmental support/ inputs • Drive high performance and recommend training as required for teams continuous development • Develop the team and update their knowledge base to cater the organization need • Enhance engagement levels of the team, thereby increasing employee satisfaction in the department

Policies, Processes and Procedures -

• Drive best practices, digital way of work and ensure continuous improvement within the marketing department • Create standard framework and uniform processes for marketing department • Ensure adherence to organizational policies in all processes including • Design structural and procedural changes in collaboration with internal stakeholders to improve marketing efficiency

QUALIFICATIONS / REQUIREMENTS Knowledge and Experience • 12-14 years of relevant experience in Marketing roles (FMCG/Consumer Care Industry), with at least 5-6 years of experience in a managerial position Education and Certifications • MBA in Sales & Marketing from Tier 1/Tier 2 Institutes