What are the Key Deliverables in this role ?

Financial Outcomes

• This role provides leadership in delivering P&L for the Premium Salts category which includes low sodium salt, pink salt, rock salt, black salt along with cooking soda.
• Responsible for meeting committed revenue, gross margin, marketing spend targets and net margin for category brands.
• Premium Salts as a category is a high gross margin category & there is huge focus as directly impacts profitability.
• Creating and deploying the right channel strategy in the right geography for the premium salts portfolio & to identify the right leavers to gain market share is the job at hand.
• Lead and provide strategic marketing direction to increase brand growth (long term and within the year)
• Define and implement go-to-market strategies for driving long term brand growth- ATL/ BTL mix and budget, media mix, launch/re-launch/exit-decisions.
• Strategize, develop, and drive media and digital marketing strategy for the business with set budget allocation.

Customer Service:

• Use Consumer Insights on needs and trends as inputs for developing marketing activities for maximizing opportunity (through Marketing Managers/ Brand Managers for Brands but own category view) – Comprehend consumer insights and work across multiple channels, SKUs, accounts, and locations.
• Identify big bets for building the Premium Salts portfolio and build on the premiumization aspect
• Get a strong category and competition understanding to identify growth opportunities for the category.
• There is high consumer acceptance in alternate channels across Ecommerce & Modern Trade platforms. Gaining share by driving new consumers to Premium Salts portfolio is the key job to be done which is to be led by this role.
• Develop new markets for expansion of Soda
• Increase penetration by driving awareness and availability in GT- the largest channel

Internal Processes:

• Influence multiple stakeholders in the TCPL ecosystem to drive growth for the category
• Lead the team to re-engineer the value chain and actively lead opportunities to build efficiencies
• Constantly explore new operational models to optimize costs including supply chain costs
• Anchor revenue and margin delivery through strong engagement with stakeholders across the value chain - from the backend comprising Procurement, Planning, Supply Chain, 3P Production to front end channel sales teams

Innovation and Learning:

• Lead the team to innovatively develop, embed, and manage the brand positioning, visual identity, and communication blueprint, within limited resources.
• Driving a high-performance culture and building the capability of Marketing Managers/ Brand Managers
• This team is solely responsible for innovations on product, concept, business case and launch plan development along with consumer in-sighting for this category resulting in end-to-end category management.
• Set up businesses/market development across channels for the new innovations in premium salts range like Black salt, double fortified salt etc.

What are the Critical success factors for the Role ?

• Educational Qualification – MBA
• Overall minimum 8-10 years of experience in Sales and Marketing
• P&L handling – strong understanding of business, pricing & cost management
• Having Commercial Acumen prowess is critical and needs to be comfortable in data led decision making
• Ability to marshal resources and stakeholders towards business goals, demonstrated by prior experience in working closely with cross functional teams to jointly drive business KPIs
• Brand Management experience of at least 4-5 years
• Understanding consumer insights – study of syndicated reports and ad hoc research requitements 

What are the Desirable success factors for the Role ?

• Prior experience in an FMCG
• Prior experience in working closely with cross functional teams & leading change
• New category development experience