Brand Manager

Position: Brand Manager

Location: Phoolbagan, Kankurgachi, Kolkata

Experience Required: 5-7 years

Compensation: ?6 - 7 LPA (Based on last drawn salary)

Qualification: MBA in Marketing from a recognised university

KEY RESPONSIBILITIES:

Brand Strategy & Development

• Spearhead the Dil ki Choice campaign implementation across priority districts
• Develop comprehensive marketing strategies for all product categories (Mustard, Soyabean, Sunflower, and Rice Bran oils)
• Ensure brand consistency across all touchpoints while tailoring communications to regional sensibilities

District-Level Marketing

• Lead marketing efforts in priority districts (Presidency Division and Midnapore Division)
• Implement district-specific activation plans focused on product-specific growth opportunities
• Optimize marketing budget allocation across districts based on growth potential

Trade Marketing & Distribution

• Enhance retail visibility through window displays and dealer boards
• Develop and execute retailer engagement programs to strengthen distribution

Consumer Engagement

• Design culturally resonant activations that connect with Bengali women
• Ensure communications reflect both traditional values and modern aspirations
• Oversee sampling programs and community activations

Creative Development

• Manage relationship with creative agency partners
• Ensure all creative materials effectively communicate Dil ki Choice positioning
• Review and approve creative assets across all marketing channels

Budget Management

• Oversee Rs. 120-150 million annual marketing budget
• Ensure optimal allocation across districts, product categories, and marketing channels
• Track ROI metrics and adjust spending based on performance

Research & Consumer Insights

• Utilize market research to understand Bengali women consumers
• Translate consumer insights into actionable marketing strategies
• Monitor brand health metrics and competitive landscape

Stakeholder Management

• Coordinate with cross-functional teams including sales, production, and finance
• Manage external agency partners (creative, media, activation)
• Report to senior management on marketing initiatives and outcomes

Performance Tracking

• Set and achieve market share growth targets by district and product
• Monitor key brand metrics including awareness, consideration, and loyalty
• Analyze campaign effectiveness and optimize based on results

New Product Development

• Provide market insights for product refinements (e.g., perfect pungency for mustard oil)
• Support packaging refresh initiatives across product variants
• Identify new product opportunities based on consumer need

KEY SKILLS REQUIRED:

• Strong strategic thinking and analytical abilities
• Excellence in stakeholder management and agency coordination
• Deep understanding of Bengali culture and consumer behaviour
• Proven track record in FMCG brand management
• Exceptional budget management and ROI optimization skills
• Creative problem solving and innovative thinking
• Strong leadership and team management capabilities

COMPETENCIES:

• Results-oriented with ability to drive growth in competitive markets
• Customer-centric mindset focused on consumer needs
• Excellent communication and presentation skills
• Collaborative approach to working across departments
• Adaptability and responsiveness to market dynamics