Manager - Marketing, Beverages

Function: Packaged Beverages

Location: Bangalore

Reporting To: Associate Director – Marketing, Beverages & Supplements

At Tata Consumer Products Ltd, we stand #Forbetter – Planet, Sourcing, Nutrition, Communities. And #ForBetter Opportunities

…. Here’s an exciting one!

How does this Job align to our Strategy?

At the core of Tata Consumer Products' business approach lie six strategic pillars that serve as the foundation for its growth and success: Strengthening & Accelerating our Core Business, Driving Digital and Innovation, Unlocking Synergies, Creating a Future-Ready Organization, Exploring New Opportunities and Embedding Sustainability.

This job opportunity closely aligns with the key strategic pillars, which is Exploring New Opportunities and Driving Digital and Innovation. This job role is part of the Organic India category, which is part of the Packaged Beverages Unit (Largest Business Unit in TCPL). It encompasses brand management and strategic actions for infusions portfolio.

Overall responsibility:

The Brand Manager – Beverages will be responsible for driving the growth opportunity in the Beverages & infusions category of organic India. The person will be responsible for developing the category and consumer understanding, deliver inputs to build the consumer acquisition GTM strategy for the new and evolving channels for TCPL and curate the marketing content to be used across the ecosystem for the beverages portfolio at country level, working closely with the Key stakeholders.

Top dimensions:

Geography: India

Direct reports: None

Complexity of the role (Optional):

🞴  Staying informed about category nuances for

Organic India’s portfolio

🞴 Responsible for supporting the Infusion portfolio

of the  Organic India Category

Matrix Reports: NA

Type of Role: Individual Contributor

Primary Stakeholders (Optional): External Experts, CFT - R&D, Product Supply Organization, Finance, Media & PR, Consumer Insights, Shopper marketing

What are the Key Deliverables in this role?  

Financial Outcomes

🞴  Drive growth agenda  for  the beverages portfolio  of the Organic India Category

🞴 Define mid and long-term strategy; define year priorities/activities to ensure movement towards mid-long-term goals.

🞴  Deliver on the category portfolio Business Performance by meeting committed topline and MAPE

🞴  Ensure alignment with product strategies and drive execution timelines, ensure budget oversight and share metrics around deliverables and successes.

🞴  Delivering KPIs to measure success / improvement areas, and drives transparency through consistent communications.

🞴  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.

Customer Service

🞴 Expert understanding of the Category and Consumer for the portfolio

🞴 Drive on ground execution for the beverages & infusion portfolio to ensure consumer connect and engagement

🞴 Drive Awareness and influence –

• Design & run the Influencer program for the infusion category to drive brand preferences
• Drive KPI’s for digital marketing
• Responsible for content relevant supplements & the ayurveda science
• Responsible for portfolio specific content on the Organic India website

🞴 Monitor & influence demand forecasting and adapt plans on the portfolio as required

               🞴  Work closely with Shopper & Trade Marketing, Sales teams to analyze sales & market data to deliver relevant initiatives 

🞴 Introduces and markets new products by developing time-integrated plans with expert sales, supply chain, regulatory and quality when needed

Internal Processes

🞴 Building networks with and working closely with stakeholders internal and external

🞴 Develop SOPs and Working Instructions to improve efficiency, quality and compliance in processes related to Brand Marketing

🞴 Leverage past sales performance data and past programs/ activations to arrive at recommendations for improvements.

🞴 Work closely with channel development team to develop and train the sales teams to drive sales for the portfolio

🞴 Work closely with the innovation lead on product, concept, business case and launch plan development with Shopper marketing.

Innovation and Learning

🞴 Develop training decks and provide training for commercial team about products and competitors.

  🞴 Collaborate with the consumer insights and the R&D team to ensure an innovation pipeline that enables portfolio growth

What are the Critical success factors (Key requirement) for the Role?

🞴 4-6 years of brand marketing experience in Consumer Products industry

🞴   Experience in large scale new product launches; collaborating and delivering results in a matrix organization; ability to build strong internal networks and communicates across departments and functions to meet business objectives

🞴  Good communication skills and stakeholder management capabilities

🞴  Strong stakeholder management skills, experienced in influencing stakeholders internally & externally