Deputy General Manager - Marketing, Premium Brands

Function: Packaged Beverages

Location: Bangalore

Reporting To: Director – Marketing, Premium Brands

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: Strengthen core & accelerate our growth business, Build on new opportunities, Drive execution excellence everyday, Create future ready organisation, Drive Digital and Innovation and Embed Sustainability.

This job opportunity closely aligns with the key strategic pillars, which is Strengthen core & accelerate our growth business and Driving Digital and Innovation.  This job role is part of the Packaged Beverages Unit (Largest Business Unit in TCPL) as it encompasses P&L ownership and strategic actions for one of premium brands. (Tetley)

Where do you come in as?

                                                                                                                                                                         

                                                                                                                                                                         

                                                                                                                                                                                                                                                               

This job is at N-3 level (N corresponds to CEO’s level)

Top dimensions:

Geography: India

Direct reports: None

Complexity of the role (Optional): Overall Portfolio

Will this job require travel: Yes

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

• Drive growth agenda for the  Brand  (Tetley) 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.
• 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.
  • Review plans on an ongoing basis (including spends) to adapt as required.

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

• MBA with 6+  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.
• Mandatory Language Requirements (spoken): English (Expert)

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.

TCPL Growth Mindset and Behaviors

We are obsessed about keeping Consumers & Customers first in our hearts – that’s why we are here !

We are trailblazers in executing with Excellence … Together as One Team !

We take Ownership of our business …delivering value for our Stakeholders .. no Compromises !

We are Open to Continuously improving … Continuously innovating … For Better !

We live & breathe our Tata Code of Conduct 

About Us: At Tata Consumer, we stand ‘For Better.’

Tata Consumer Products is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. Our brands embody our purpose of ‘For Better ‘through the value they deliver to consumers with a focus on innovation, health and wellness, convenience and premiumisation. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks, mini meals, herbal supplements and vending business. Few of our key brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+, Tata Salt, Tata Sampann, Tata Soulfull, Organic India and Chings.  In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products.

The Company has a consolidated annual turnover of ~Rs. 20,290 Crs with operations in India and International markets. For more information please visit www.tataconsumer.com