Brand Manager - FMCG

Job Title: Brand Manager

Reports To: Marketing manager

Job Purpose:

• Prepare brand strategy based on 6C analysis framework (consumer, context, competition, collaborator, community, company)
• Develop Brand communication and copy strategy along with investments
• Set metrics for equity measures
• Develop / Assess brand architecture and positioning
• Develop Brand extensions and pricing strategies.

Principal Accountabilities:

Brand Communication:

• Liaise with agencies and share brief as per communication strategy, review and approve best route for communication, monitor pre-production stage and communication effectiveness post launch

New Product Development and Launch:

• Understand scope for new products/variants vis-a-vis target market/geography/segment and provide brief to PD team
• Coordinate for CPT and analyse CPT results along with financial viability

Business Planning and delivery:

• Analyse product performance SKU/Geography wise, forecast sales, review return on marketing spends

Packaging Development:

• Provide inputs on graphics/structure to agencies/Packaging development teams and evaluate feasibility (Cost, logistics), conduct and analyse pack test

Market Research - design and analysis:

• Provide brief to MR/Agencies on research requirements and research design (target group, platform, market, no of people etc.), validate design and review final research output

Trade promotion and media implementation:

• Prepare media briefs (objective, route, target, cost etc.) and share with media partners, monitor the execution and evaluate the outcomes vs objective of media initiative
• Conceptualise trade promotion schemes and identify and negotiate with vendors

Operating Network:

• Internal Marketing Team
• Internal Research and Development Team
• Internal Finance Team
• Internal Packaging Development Team

Role Requirements / Specifications:

• MBA (Marketing) with 1 - 2 years of Post MBA experience
• Candidate should have handled brands/sub brands independently
• Independently managed product launches, media campaigns
• Experience of sales is desirable

Knowledge and Skills:

Knowledge:

• Market research principles and statistical tools
• Media platforms - Digital, Social, Print and event designs
• Brand management and communication
• Knowledge of channels, sales operations

Personal Attributes:

• High degree of creativity
• High result orientation
• High energy and passion towards their product speciality

Interview Competencies:

• Strong analytical ability
• Innovate - (Create new and different)
• Deal with ambiguous environment
• Measure outcomes and connect with action
• Collaborate with multiple stakeholders
• Strong Presentation skills