Role Summary
The Brand Manager is responsible for the development of assigned brands through the achievement of specific growth objectives. The role requires from the holder to develop a brand vision, plan the market strategy for the brand, and implement any brand plans for the organization that can be executed. S/he is responsible for the overall performance of the brand.
Scope
The Brand Manager reports and supports the Marketing Manager. S/he plays a key role in supporting the development of the overall category strategy. S/he interacts, internally, with the Sales, Supply and Finance functions. Externally, the role holder interacts with the Advertising, Media Research and Design agencies.
Responsibilities
- Business Performance: Deliver financial growth objectives for assigned brand(s) or brand segments through the development and implementation of the annual brand plan.
- Market Share: Achievement of defined Nielsen objectives: Market share, penetration/loyalty/ frequency etc.
- New Product Development / Existing Product Development: Complete ownership of all NPD and EPD projects. Starting from development of Strategic Rationale, Business opportunity quantification, Pricing/Sizing Recommendation, Lead concept development/MR, develop media/activation plot to pro actively identifying road blocks and solutions to ensure timely launch of these projects
Business Development
- P&L: Assortment/pricing/visibility by channel to improve GM
- Business Growth: Increased Brand penetration/consumption - variant priority, portfolio gaps vs competition by channel/need state, building everyday relevance
- Leveraging on ground business: Give strategic direction / Guide the Assistant Brand Manager to leverage the various potential activation areas
Brand Strategy
- Brand Equity: Own completely including measurement, plot to improve/strengthen and related consumer work/lead MR
- Communication: Own and continuously improve the portfolio strategy - identify role of each segment, equity building vs business growth, media strategy including weights across segments - existing portfolio in year and 3 year roadmap, keeping in mind competition as well
- Long term strategy: Support the MM in developing the long term strategy for the brand/ segment. Work on long term P&L and frame a strategy for achieving this. Ensure achievement of long term objectives for brand/ segment
- Competitor Monitoring: Based on available data analysis and competitor benchmarking present short, medium and long term business threats and development opportunities
- Marketing Grid: Ownership of Activity Grid Of one's own Brand/Segment, ensuring timely Implementation of the same by working in close coordination with agencies necessary for such execution
- Media: Lead communication development for their brand (generating insightful concept, validating the concepts with consumers, getting alignment from all stakeholders on Admap, briefing creative agency, leading discussions with agency on campaign ideas, copy script & storyboard, selecting production house, cost negotiation and finally ensuring agency delivers copy as per agreed storyboard) .Ensure that the monthly plans of the media agency are in sync with the agreed principles of the particular brand/segment and are on track..
- Consumer Promotion: Develop Rationale and identify opportunities by SKU/segment/channel through analysis especially for DBW consumption and share gain
- Budgets: Ensure effective deployment of budgets by owning, implementing and tracking of segmental budgets - media plans, promos, on ground. Lead regular reconciliation and investment plot
- Market Research: Own and lead all MR on bathing including insight development not only for New Product Development but also Business Development Initiatives.
- Maintaining Archives: Archiving all collateral and advertising material with respect to the brand and key competitors
- Bench Development: Development of the Assistant Brand Manager/Graduate Trainee to Brand Manager level with specific coaching inputs in the areas of Consumer insight development and MR, Media,Brand P&L , Managing marketing budgets
Professional Qualification / Experience / Skill
- Minimum Bachelor degree in Sales & Marketing. MBA in Sales / Marketing is preferred.
- Minimum 4-5 Years of experience in Sales, must be able to demonstrate outstanding marketing skills and potential, developed within an FMCG environment
- Thorough knowledge of the sales process and has a strong commercial awareness
- Track record of delivery, goal oriented, sets clear priorities and meets deadlines
- Positive, initiative driven and motivating influence, sets good examples, is a natural leader
- Result oriented, entrepreneurial and self-motivating
- Good planning and organisational ability
- Strong commercial awareness with an international outlook
- Ambitious and flexible.
- High level of communication ability and presentation skills
- Strong analytical skills: ability to define problems, collect details data, analyse and interpret results and recommend changes and improvements
- Good financial skills and P&L understanding
- Ability to understand and work within the framework of the overall company strategy and also relevant customer insights.
- Resilient and able to perform under pressure
