What are the Key Deliverables in this role?

Financial Outcomes

Marketing Strategy & Execution

• Drive growth agenda for one of the Tea Portfolios as per its strategic role as the penetration driver in the TCP portfolio and propel brand to becoming the Most Penetrated Tea brand in the category in short-term.
• 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: Net Sales Revenue, gross margin & MAPE for portfolio .
• 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 to help deliver on consumer value proposition.

Customer Service

• 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.

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Internal Processes

Brand Communication, Media Strategy & Planning

• Develop, embed, and manage the brand positioning, visual identity and communication blueprint working with brand managers/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 R&D to constantly look for product & packaging innovation opportunities.
• 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 transformation /Digital adoption within the brand teams 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 various sub brands to achieve master brand objectives.
  • Review plans on an ongoing basis (including spends) to adapt as required.
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