Brand Manager

Designation: Brand Manager

Organisation: Iscon Balaji Foods

Brand: Hungritos

Industry: FMCG

Category: Frozen Snacks

Location: Ahmedabad

Who are we

Iscon Balaji Foods, established in 2012, is one of Indias leading frozen food companies and a

global exporter of frozen foods and dehydrated potato flakes. Built on a foundation of innovation and world-class, state-of-the-art manufacturing, the company operates one of Indias largest French friesprocessing facilities and serves customers across 35+ countries worldwide.

Hungritos: Bite-Size Happiness!

Hungritos is the frozen snacks brand, created to bring fun, indulgent, and convenient snacking experiences to Indian consumers with a wide portfolio spanning fries, potato bites, burger patties, nuggets, cheese-based snacks amongst others.

Over the pastfew years, Hungritos has built strong momentum across General Trade, Modern Trade, and Q-commerce platforms, driven by a sharp understanding of consumer preferences and a focus on high-quality, taste-led products. The brand has successfully expanded its foot print across key markets and continues to win consumers through relevant innovations and strong on-ground execution.

Hungritos is on a mission to become a top-of-mind frozen snack brand in India, combining taste, convenience, and happiness in every bite!

Role Overview

We are looking for a result-oriented Asst. Brand Manager / Brand Manager to drive on-ground demand generation, BTL excellence, and in-store conversion across General Trade (GT),

Modern Trade (MT) and Qcom. This role will focus on translating brand strategy into high-impact execution, delivering sales growth through strong collaboration with sales teams, robust promoter programs, and sharp consumer activations.

Key Responsibilities

1) Sales Support

• Drive sales growth in GT through demand-generating initiatives in priority markets
• Lead demand creation in MT through promotions, visibility, and in-store merchandising
• Partner closely with Sales teams to align marketing interventions with monthly targets and channel priorities
• Track effectiveness of initiatives and optimize for higher offtake and throughput

2) Promoter Program Excellence

• Design and implement standardized training modules including SOPs and training videos
• Drive promoter productivity through weekly and monthly performance tracking using data and analytics
• Identify gaps, flag non-performance, and implement corrective actions
• Develop clutter-breaking assets across promoter uniforms, sampling setups, product display, and serving kits to enhance consumer engagement

3) BTL Activations Consumer Promotions

• Build and execute the annual calendar for consumer promotions and BTL activations
• Develop innovative, high-impact POSM for both exclusive (own freezers) and shared retail environments
• Lead targeted activations including society activations, assisted trials, and home delivery sampling programs
• Establish strong tracking mechanisms to measure trial, conversion, and repeat rates

4) NPDs Launch Execution

• Plan and execute timely launches of new products in alignment with business priorities
• Lead end-to-end launch execution including test launches and scale-up plans
• Develop comprehensive launch toolkits covering POSM, planograms, promoter training, and sampling protocols
• Ensure strong in-market visibility and trial generation for new products

5) Social Media s Digital Engagement

• Develop and execute a monthly social media content calendar aligned to brand priorities, campaigns, and key consumption occasions
• Drive topical, trend-led content to build relevance and increase share of voice
• Work with agencies and creators to deliver high-quality, thumb-stopping creatives across platforms (Instagram, Facebook, YouTube, etc.)
• Manage influencer collaborations to drive awareness, trials, and credibility in core TG cohorts
• Track and optimize key metrics - reach, engagement, saves, shares, C follower growth
• Integrate social media with BTL activations and on-ground campaigns to amplify impact

6) Operational Excellence Insights

• Conduct structured market visits across markets to gather actionable insights
• Drive regular consumer interactions to uncover insights and improve interventions
• Track marketing spends, ensure budget adherence, and drive ROI-focused decision making
• Build feedback loops from market to continuously refine strategies and execution

Key Skills Competencies

• Strong understanding of GT/MT dynamics and in-store execution
• Hands-on experience in BTL activations, promoter management, and retail marketing
• Data-driven approach to performance tracking and optimization
• Ability to translate strategy into high-quality execution at scale
• Strong cross-functional collaboration with Sales, Supply Chain, NPD Teams and Agencies
• High ownership, agility, and problem-solving mindset

Qualifications

• MBA from a reputed institute
• 5 – 8 years of experience in FMCG / consumer marketing roles
• Prior experience in trade marketing, BTL, or on-ground activation roles is highly preferred

What Success Looks Like

• Consistent sales growth across GT and MT channels
• High-performing, well-trained promoter ecosystem driving conversions
• Best-in-class in-store visibility and disruptive activations
• Successful, on-time launches with strong trial and repeat metrics
• Sharp control over spends with measurable ROI on marketing initiatives