What are the Key Deliverables in this role?

Financial Outcomes

Marketing Strategy & Execution

• Drive growth agenda for Beverages & infusions portfolio of Organic India
• 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

• Create distinctive brand associations, memory structures for the brand in minds of consumers
• Collaborate with tech companies to create & deliver campaigns to enable consumer actions a scale.
• 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.

.     

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.

Good experience within the consumer goods industry, marketing (brand/category/Innovation) domain knowledge and an understanding of its challenges and opportunities