General Manager - Media Planning & Buying

Function: Marketing

Location: Bangalore

Reporting To: Vice President - Media & Digital Marketing

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, Driving Digital and Innovation. This role spearheads media planning and buying of  all the categories of TCPL – Packaged Foods ~3500+Crs, Packaged Beverages ~5500 Crs, Soulfull ~150 Crs, NourishCo ~1000 Crs. 

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: 3

Complexity of the role (Optional):

• Multiple categories
• Ability to adapt to changing landscape of media
• Ability to manage team members based in different locations along with home location
• Ability to adapt to fast evolving system, and processes, business ask and evolving roles within TCPLWill this job require travel: Yes

Matrix Reports : NA

Type of Role : People Manager

Primary Stakeholders (Optional) : Marketing

What are the Key Deliverables in this role ?

Financial Outcomes

• Revenue Targets for all four business categories
• Ensure Gold standard media planning and Buying across 40+ brands across all (4) Business Units of TCPL handling:
  • 60+ media plans monthly
• Consumer Insights based validation of brand health parameters and evaluation of media investments. Identifying and leveraging opportunities / media properties for Impact.  
• Ability to conceptualize, formulate and execute high quality media campaigns to elevate brand image, accelerate demand generation and meet revenue targets
• Deliver ongoing annual reduction and cost efficiencies on marketing related spends in media and marketing procurement
• Manage marketing procurement ,as an establishing function
• Manage overall media buying for TCPL(all media)
• Financial Working

• Understand and develop budgets and right media spend mix
• Ensure that media spends are within the sanctioned budget
• Actively support various cost control and waste minimization initiatives

Customer Service

• Mind Measure targets for all four categories
• Actively engage in vendor management processes ranging from vendor identification and selection to contract, compliance and performance management including scorecards and regular reviews
• Agency management, review, timely delivery of KPI
• Communication Planning
  • Execute media plans; awareness of difference between various channels & consumer preference
  • Understand the correlation between brand and media strategy
  • Be able to track media activity against sales
  • Basic understanding of branding and brand positioning concepts
• Design Thinking
  • Uses qualitative market research tools to identify need gaps; can translate consumer trends into media strategy
  • Plan interventions to increase salience amongst target audience
• Business Application

• Thorough knowledge about TCPL product offerings and capabilities
• Identify opportunity areas to grow business through media

Internal Processes

• Improvement of process and reporting accuracy & agility
• Manage timely and accurate report submission with agency
• Improve system basis dynamism of the company
• Manage Brand teams, agency and finance
• Able to manage category heads for specific requirement
• Sharp understanding of business which can be used to bring best & relevant media output
• Ability to establish and stabilize marketing procurement requirements
• Project Management & Engineering
  • Ensure timelines for the campaigns being planned
• Process Control

• Display innovation by deviating from traditional methods in developing new procedures

Innovation and Learning

• Drive innovation in media planning
• Passionate about  bringing innovation to key campaigns
• Be updated on media industry changes and act with agility
• Understanding of ROI from innovation

What are the Critical success factors for the Role ?

• 11-13 years of experience in traditional media planning and buying
• Minimum 6 years of experience of client management within a media agency
• Education: MBA /Mass Communication
• Build Strategic Partnership with Business Leadership Teams

a) Prioritize aspects of the strategic intent (tough choices) that are most important for the function and align stakeholders (Category, marketing innovation, Finance)

b) Partner with stakeholders to look at strategic directional trends to modify or discontinue existing practices (Judgement, problem solving and conflict resolution)

• Agency management
• Strategic thinking on media, beyond what agency recommends
• Strong understanding of media buying back end process
• Mandatory Language Requirements (spoken): English (Expert)

What are the Desirable success factors for the Role ?

• Having worked or handled FMCG Category
• Knows to how run BARC, MAP etc.
• Understands Brand Track studies, TOM,SPONT etc., Volumetrics, BDI/CDI
• Understands media buying aspects like CPRP,ER and optimization of the same
• Excellent Written and Oral Communication & soft skills, to manage multi-layer stakeholders

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.’

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