Senior Manager - Marketing, Supplements

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 Strengthening & Accelerating our Core Business and Driving Digital and Innovation.  This job role is part of Organic India, part of Packaged Beverages.

Top dimensions:

Geography: India

Direct reports: None

Complexity of the role (Optional):  

Matrix Reports : None

Type of Role : Individual Contributor

Primary Stakeholders  :  CFT  - R&D, Product Supply Organization, Finance, Media & PR, Consumer Insights, Shopper Marketing & Sales

What are the Key Deliverables in this role ?

Financial Outcomes

Marketing Strategy & Execution

• Lead the growth agenda for Organic India’s supplements category, ensuring alignment with the strategic role within the TCP portfolio.
• Define mid- to long-term brand strategy and annual priorities to advance category objectives.
• Achieve targeted brand business performance by meeting committed net sales revenue and gross margin goals for the supplement’s portfolio.
• Drive high growth innovation pipeline for Supplements category
• Design and execute go-to-market strategies focused on sustainable, profitable growth, including ATL/BTL activities, media mix, and launch/re-launch/exit decisions.
• Drive cost savings and gross margin improvement through strategic management of key variables.

Expert Channel Development & Deployment

• Develop and oversee deployment of expert channel initiatives as a dedicated vertical supporting OTC execution within the organization.
• Launch and manage influencer pyramid activation by engaging subject matter experts, influencers, doctors, and channel partners through integrated marketing campaigns backed by scientific content.
• Establish and train a specialized team or external agency for effective deployment of educational materials and campaigns.

Customer Service

Strategize action around Consumer Empathy

• Champion consumer empathy by strategizing actions that address consumer needs through innovative campaigns, driving market share growth and household penetration ahead of industry trends.
• Serve as the visible advocate for the consumer within the organization.
• Monitor brand health on critical metrics such as market share, TOM, spontaneous awareness, penetration, and purchase decision outcomes (PDO).
• Utilize consumer insights and industry trends to inform marketing activities and maximize category opportunities.
• Collaborate with Shopper & Trade Marketing and Sales teams to analyse data and deliver relevant initiatives.
• Influence demand forecasting and adapt portfolio plans as needed; perform competitor benchmarking and adopt best practices.

Internal Processes

Brand Communication, Media Strategy & Planning

• Develop, embed, and manage brand positioning, visual identity, and communication blueprint in partnership with Consumer Insights teams and creative agencies.
• Drive media and digital marketing strategy for the supplements category with effective budget allocation in line with overall business objectives.
• Collaborate with innovation leads on product development, concept creation, business case formation, and launch plans.
• Leverage historical sales performance data and previous activations to recommend improvements.
• Work with Consumer & Market Insight teams to monitor market/consumer trends and competitor activity to identify new communication opportunities.

Innovation and Learning

Leading Digital Transformation & People Agenda

• Lead digital transformation initiatives within brand teams to enhance processes and efficiency for the supplements category.
• In line with the medium-term plan (MTP), work closely with research teams, R&D, and innovation teams to build and launch products targeting key wellness platforms such as gut health, vitality, women’s wellness, etc., developing the full marketing mix for each initiative.
• Support on-ground execution of brand strategies in line with new architecture/interventions as directed by Reporting Manager.
• Manage external agency interfaces (Advertising, Creative, Media, Activation, Digital & PR) by ensuring clear briefs aligned with brand agenda.
• Evaluate sub-brand plans for alignment with master brand objectives; review plans (including spend) regularly to adapt as required.

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

• MBA with 5-8 years of progressive experience in Sales & Trade Marketing or Marketing functions in leading FMCG companies with added experience of expert channel & OTC execution
• 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.