Senior Brand Manager - Personal Care

Role Objective :

As Brand Manager of Emami Ltd, the incumbent:

• Ensures that the brands equity is nurtured & nourished in keeping with strategic objectives.
• Assists in developing and executes the marketing & branding strategy to improve market share and reach.
• Defines the brand & its proposition & activation, its advertising concept, pricing, packaging, and promotion.
• Co-ordinates with sales department to implement & monitor marketing initiatives for the brand.
• Ensures effective media evaluation & planning attain maximum ROI by co-ordinating with key media providers for the Brand.
• Planning, strategizing and ensuring the implementation of the strategies to achieve the brand objectives.

Responsibilities :

• Develops a strategy for the brand in alignment with the corporate plans and overall marketing plans.
• Coordinates with advertising & research agencies as well as consultants to develop suitable brand initiatives to position the brand in keeping with the above identity
• Plans ATL & BTL so as to deliver the required value proposition, as derived from the above brand identity
• To develop, recommend and lead the execution of local marketing plans for assigned brand/s and manage the effective deployment of the marketing budget.
• P&L Management including Media plan, BTL Plan (consumer experience to grow) and Trade plan
• Develops annual plans and budgets for the brand.
• Keeps track of all brand related expenditures vis--vis budgets.
• Provide strategic guidance to brand managers to develop these strategies into detailed marketing plans and executions (with special emphasis on-the-ground activities).
• Coordinates with internal & external media agencies for implementation of the Brands strategy.
• Coordinates with other departments like Sales, R&D, Finance, Integrated Planning, Sourcing & HRD for product & brand related requirements.
• Ensures that the brand focus is maintained through media & PR activities.
• Conceives, develops, proposes, implements & controls attractive sales promotional drives across various levels of trade & consumer franchise.
• Tactical communication (Consumer offer film) development
• Develops systems within brand teams which facilitates better MIS and synergy of operations
• Assists in developing market entry strategy for previously untapped geographies based on market intelligence
• Undertakes all market research for obtaining feedback on various aspects of the brand
• Monitors and tracks of performance of brand based on specified criteria.
  
• Plans and ensures required marketing support for brand in terms of advertising, promotion, schemes etc in co-ordination with sales team.
• Monitoring and analysing the Retail Audit for planning.
• Ensures that the top-line & bottom-line objectives of the brand are strictly met.
• Develops various schemes incentive / discount to increase the contribution of the brand.
• Interacts with Brand teams regularly for understanding their needs in different areas (Systems, Operations, Brand Management) and ensures necessary actions
• Ensures that the team is adequately trained in both functional and behavioural aspects on a regular basis
• Supports development of a performance driven culture amongst all employees by implementing the PMS within the brand team

Key Internal Interfaces

• Media Manager: For all media related issues
• Supply Chain : Coordinate for all supply related issues
• Sales: For planning promotions developing marketing strategy and to et market feedback
• R&D: For new product development
• Corporate Communication: For standardised brand properties and aligning of individual brands with the Emami brand & business focus

Key External Interfaces

• Market Research Agencies: For market feedback on Emami products as well as competitors products and strategies
• Marketing & Branding Consultants: For developing Marketing and branding initiatives
• Advertisement & Media Agencies:

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DESIRED PROFILE

Education

• Post Graduate Diploma / MBA or equivalent in Marketing from premier B school

Experience

• 4-8 years in Marketing and atleast 2-3 years in a position of similar responsibility

DESIRED SKILLS

Functional

• Media relations
• Marketing Strategy
• Branding
• Sales
• Advertising / Promotions

Behavioral

• Planning & organizing
• Communication
• Leadership
• Creativity
• Analytical ability