Function: Marketing

Location: Mumbai

Reporting To:  Vice President-New Growth Categories & D2C

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 some of our strategic pillars, which are Strengthen and Accelerate the Core business Unlocking Synergies and Creating a Future Ready Organization. The position is responsible for growing the portfolio of Tata Sampann Pulses and Innovations which is the 2nd largest portfolio after Tata Salt in Packaged Foods. Tata Sampann Pulses is one of the fastest growing businesses for TCPL, a ~600 Cr business with market share leadership in Ecommerce and Modern Trade channels. Additionally, this position also looks at Innovations like Makhana, Daliya, Vermicelli which are crucial categories as we grow the Sampann brand.

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

Top dimensions :

Geography: India

Direct reports: 0

Complexity of the role (Optional) :  Leading end-to-end agenda for Direct Commerce (D2C channel) for Nutrikorner, 1868 & Sonnets. Responsible for revenue, profitability, experimenting with new models for delivery, innovations, brand experiments/activations on Digital and mining real consumer insights. The incumbent will also be responsible for new platform activations like ONDC, Direct Seller Models on Marketplaces, Affiliate partnerships etc for trial, discovery and driving revenue.

Matrix Reports : NA

Type of Role : Individual Contributor

Primary Stakeholders (Optional):  Digital (IT Team), Supply Chain, Finance, Internal Marketing Teams (Brand Managers), Media, External Agencies (Tech, Performance, SEO, Creative), Legal, Regulatory

What are the Key Deliverables in this role ?

Financial Outcomes

• Anchor the volume, revenue and profitability target delivery for the assigned platforms (Nutrikorner, 1868 & Sonnets)
• Design marketing budget across platforms and optimize it to deliver best in class ROAS across platforms
• Own the P&L completely and devise strategies to optimize all important levers to drive profitability including (but not limited to) AOV, CAC, CM1, CM2, CM3 margins etc
• Conduct thorough benchmarking of tech metrics on website and deliver best in class CX (customer experience)
• Conduct thorough audits and set up review mechanisms to optimize CRO with agency partners
• Create a repository of conducting experiments on the platform and champion the experiments by partnering with Brand Managers
• Transform D2C into an insight mining engine and generate ideas for new product launches, product x price mix experiments, comms experiments etc that can be plugged into other channels
• Own the channels for trial and discovery for entire TCPL portfolio [Partnerships with sampling platforms, reward redemptions, affiliate marketing etc]
• Build avenues for growth for entire TCPL portfolio on self-serve platforms like CRED, Smytten, Jiomart, Healthkart++
• Own Affiliate marketing as a channel and drive full-funnel marketing metrics for assigned brands/products
• Own the liquidation piece and manage ageing closely
• Optimize delivery/logistics (last mile delivery cost) to drive profitability
• Consistently review the business model and reinvent it as the business size increases – review unit economics and continuously improve it with new experiments/ideas.
• Analyze the CAC, Repeats, Customer LTV and optimize spends/strategy to make all channels operationally profitable or create a path to get to profitability in long run
• Own CRM, Loyalty, Retention marketing piece
• Create a pathway to get sustainable source of organic traffic on the platforms to improve CM3 margins

Customer Service:

• Understand the consumer and identify actionable insights to grow diverse set of categories within multiple brands of the company
• Be the voice of consumer and deliver strong consumer actionable insights & convert them into impactful activation ideas/ initiatives to grow business metrics
• Very strong understanding needed on digital marketing – understanding of creating personas/cohorts on digital and sharp shooting them - as it’s a very high cost model – and we have very limited “burn” available – hence driving digital campaigns with precision
• Create best in class CX on all brand touchpoints  to ensure that we have a seamless consumer x brand interaction and flawless communication
• Own the entire CRM piece for all channels wherever 1P data is available and maximize customer repeats across channels
• Deliver best in class, clutter breaking creatives/comms to drive brand metrics (right from awareness to repeat). Since, this will be a digital heavy role – creative fatigue sets in easily and hence its imperative to create a bank of creatives for better customer experience
• Design & delivery loyalty program and after sales customer service process
• Deep understanding of how different self serve platforms work (viz. Amazon, Flipkart, Healthkart/dropship model etc.) and the levers to drive offtakes on those platforms

Internal Processes:

• Manage the backend complexity (right MOQs, shelf life) etc as we are selling a large tail of assortment through dedicated small warehouses for customer service which increases the risk of write-off. Its very important in this role to have a complete control on the entire value chain
• Work closely with Sales & Supply Chain teams for Demand Planning and Supply Planning activities
• Optimize TAT from order placement to delivery. Plug in loop holes in the data sync between internal and external systems (SAP/OMS/Shopify etc)

• Effectively manage external interfaces (Advertising/Creative, Design, Media, Activation, Digital & tech partners)

Innovation & Learning:

Find Innovative ways of Marketing to develop right media mix model to target right consumer cohorts:

• Develop, deploy effective and efficient media model optimized on reach, frequency and cost.
• Identify right market X channel X media approach given limited budgets
• Deep understanding of how competition (mainly start-ups) operates & how do we leverage learning for scaling up business and empowering larger brands with more data to win in other channels

What are the Critical success factors for the Role ?

• Educational Qualification – Preferably an MBA with 5-7 years of experience in Digital Marketing or a business role in D2C set-up 
• Strong experience in working on digital businesses’ overall – from designing mixes, optimizing unit economics, to managing sales and media
• Fully working knowledge of digital metrics to lead the thinking on how to track delivery of a digital business (including the backend working knowledge of Shopify/Drop Ship models/Marketplaces like Amazon & Flipkart)
• Proven experience in building digital brands

What are the Desirable success factors for the Role ?

• Ideal if the person has done some work in building some brands/businesses on Digital. [if the person has seen the journey of 0è1 and 1è10/100]
• Experience with a startup which has business skewed towards Ecom/Digital
• Prior experience in FMCG/FMCD
• Ability to collaborate, influence and to create impact with internal teams for business delivery