What are the Key Deliverables in this role?

Financial/Business Outcomes:

• Implement a multi-channel communication strategy for the master brand through product superiority, core brand thematic and purpose driven campaigns.
• Support in conceptualizing & building key brand strategies to drive business penetration.
• Execute, implement and support in designing a robust brand program across product superiority, deepening equity and developing a new generation of salts, to be effectively implemented across different market types.
• Lead in execution a 360 Brand campaigns to drive Equity and Preference
• Drive & strengthen the Brand Purpose Platform - Advocacy around 100% Iodine Saksharta and Iodine awareness program.
• Execute an ‘Always On’ Digital plan for a 12-month calendar.
• Track & diagnose key learnings from the monthly x quarterly brand data reports & plan equity actions
• Deliver on i2S for core brands in portfolio with strategic innovations rooted in deep consumer insight. Work with category & Ecomm teams to successfully deliver on launch targets like revenue, consumer adoption etc.

Customer Service:

• Building Claims tool kit - building a ready tool box backed with defendable evidence to support Scientific /Technical /Marketing Claims through Commissioned Studies - Kantar, Clinical, Retail, etc. Laison with R&D /technical team to test
• Lead, design & deliver on impactful consumer facing 360 degree activation campaigns across platforms
• Proving superiority at Point of Sale - Implementing efficient and scalable superiority activation programs customizable for market type/channels
• Counterfeit action - Executing action plan for countering counterfeit through education, legal action, Sales team training.
• GTM planning with category for successful launch of new innovations

Internal Processes:

• Work together with Innovation team for seamless takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking.
• Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the Brand and Masterbrand communication.
• Influence & drive agenda with a large set of cross functional partners across departments
• Champion and lead the process of shoot/asset creation by close partnership with agency partners and freelancer ecosystem
• Drive the innovation end to end by working closely with different cross functional teams

Innovation and Learning

• Support the reporting manager to build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations.
• Identify key innovation opportunities & build impactful propositions to strengthen & lift master brand.
• Work with reporting manager on Masterbrand Extensions' mix across:  Mass, Masstige Premium range.
• Identify & launch pioneering innovation opportunities backed by strong consumer insights
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What are the Critical success factors for the Role?

• Working knowledge of crafting, conceptualizing, writing & building impactful brand concepts
• Experience on managing large brands is preferable – end to end management of 2-3 large campaigns, building brand preference, managing brand crisis etc.
• Past experience on working/launching innovations & working with multi stakeholders is an advantage
• Experience in leading 360-degree brand activations in various retail formats – GT, MT, Ecommerce
• Hands-on working experience & knowledge of planning and executing of TVC/DVC (film making) for advertising and marketing campaigns with agency and freelancer ecosystem.
• Detailed working knowledge of Digital Media Creative basics + development + execution – Both on social and on-platform
• Working knowledge of gathering consumer insights and deriving strategic execution-oriented insights
• Experience – 5-7 years (Minimum 3 years in brand management/brand equity) either with an FMCG brand or in an agency working on FMCG brand

What are the Desirable success factors for the Role ?

• Educational Qualification – MBA (Major in Marketing preferred)
• Prior experience in working closely with cross functional teams to jointly drive business KPIs