What are the Key Deliverables in this role ?

Financial Outcomes

Marketing Strategy & Execution

• Lead & Drive growth agenda for the  Brand as per its strategic role in the TCP portfolio
• Define mid-long term brand strategy; define  year priorities/activities to ensure movement towards mid-long-term goals.
• Lead & Deliver on Brand Business Performance by meeting committed Targets: Net Sales Revenue, gross margin, MAPE targets, net margin for portfolio of brands/brand.
• Define and implement go-to-market strategies for brand focused on long term sustainable and profitable growth - ATL/ BTL mix and budget, media mix, launch/re-launch/exit-decisions.
• Lead Cost Savings/Gross margin improvement through key linked variables.

Drive Portfolio Expansion

• Deeper industry and consumer insights to ensure we continue to expand the brand to increase total addressable market and drive improvement in return ratios.  Driving innovation that increases penetration & drives a better brand mix.

Customer Service

Strategize action around Consumer Empathy

Delivering to our consumers’ needs and engaging through Iconic and first of its kind campaigns

• Ahead of industry growth in tea by ensuring gain in market share, Consumption growth by increased household penetration
• Be the visible voice and advocate for the consumer within the organization.
• Responsible for brand health performance on critical metrics such as market share, TOM, SPONT, penetration, PDO
• Use Consumer Insights on needs gap and industry trends as inputs for developing marketing activities for maximizing opportunity in the category.
• Work closely with Shopper & Trade Marketing, Sales teams to analyze sales & market data to develop & deliver relevant initiatives
• Monitor & influence demand forecasting and adapt plans on the portfolio as required.
• Perform competitor benchmarking and adopt best-practices.     

Internal Processes

Brand Communication, Media Strategy & Planning

• Develop, embed, and manage the brand positioning, visual identity and communication blueprint working with Consumer Insights team/Creative agencies.
• Develop and drive media and digital marketing strategy for the brand with set budget allocation (in-line with overall business media and digital strategy) working with the media buying team.
• Work closely with the innovation lead on product, concept, business case and launch plan development with Shopper marketing/Trade marketing.
• Leverage past sales performance data and past programs/ activations/ schemes to arrive at recommendations for improvements.
• Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the brand communication.

Innovation and Learning

Leading Digital Transformation & People Agenda

• Drive Digital adoption within the brand portfolio to improve process and efficiency.
• Assisting Reporting Manager for on ground execution of Brand in line with new architecture strategies / interventions.
• Effectively manage external interfaces (Advertising/Creative, Design, Media , Activation, Digital & PR agencies) by
  • Ensuring sharp understanding of brand architecture and agenda ensuring timely issuance of briefs to teams.
  • Evaluate and enable deployment of relevant plans on brand variants to achieve master brand objectives.

• MBA with 8+  years of progressive experience in Sales & Trade Marketing functions in leading FMCG companies Exposure to Brand management and equity building. Good communication skills and stakeholder management capabilities Knowledge & experience of market research methodology, consumer insight generation tools, brand health metrics, product & packaging development cycles, understanding of financial & distribution metrics and levers to drive improvement. Ability to drive, evaluate and optimize ATL & BTL spends.   What are the Desirable success factors for the Role ? Good experience within the consumer goods industry, marketing (brand/category/Innovation) domain knowledge and an understanding of its challenges and opportunities.