Senior Manager- Brand Marketing

OVERALL PURPOSE OF THE JOB  

The Brand Manager will contribute to strategy formulation and play a pivotal role in translating brand vision into compelling marketplace actions that enhance equity, visibility, and growth. 

This role supports strategic brand development while primarily owning the end-to-end execution of ATL and BTL initiatives. The incumbent will ensure consistent brand storytelling, regulatory compliance, and impactful consumer engagement through innovative and effective marketing programs. 

KEY RESPONSIBILITIES  

Brand Planning & Execution 

• Participate in creation of long- & short-term brand strategy to define the brand executions plans.  

• Execute annual brand plans aligned with business objectives, ensuring timely and high-quality delivery.  

• Translate brand strategy into actionable campaigns across ATL, BTL, and digital platforms.  

• Ensure consistency in brand positioning, visual identity, and communication across all touchpoints.  

• Monitor performance metrics and optimize initiatives to maximize ROI and brand impact. 

• Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores 

• Understand the consumer and shopper behavior to identify trends in the brand.  

ATL Marketing & Brand Activations led by Brand Extensions 

• Lead ATL campaigns & CEPs (consumer engagement programs) through surrogate advertising and brand extensions in line with regulatory frameworks.  

• Manage the development of integrated campaigns across television, print, outdoor, digital, and OTT platforms.  

• Collaborate with creative and media agencies to deliver high-impact communication.  

• Ensure seamless execution from concept to launch while adhering to brand guidelines and budgets. 

. BTL Marketing & Product Communication 

• Drive on-ground activation toolkits focused on product communication and consumer engagement.  

• Conceptualize and enable execution ready promotional formats, experiential marketing formats, and retail initiatives.  

• Partner with sales and trade marketing teams to enhance L3F visibility (POS materials, visibility, merchandise) and influence purchase decisions.  

• Activate the brand through brand education and advocacy – consumer, trade and internal 

• Deploy merchandising and point-of-sale materials to strengthen brand presence. 

Cross-Functional Collaboration 

• Work closely with Sales, Trade Marketing, Supply Chain, Finance, Legal, and Corporate Affairs teams.  

• Ensure alignment of marketing initiatives with distribution and commercial priorities.  

• Support new product launches, limited editions, and innovations.  

• Coordinate with regional teams for localized activations and market-specific insights.  

5. Agency & Stakeholder Management 

• Manage creative, media, digital, PR, and activation agencies to ensure excellence in execution.  

• Work closely with centers of excellence in market in complete harmony to ensure best results. 

• Evaluate agency performance and drive accountability against KPIs.  

• Build strong relationships with internal and external stakeholders.  

• Build, develop & maintain relationships with lifestyle influencers, key opinion leaders (online & offline) and key contacts in the trade (bar owners, mixologists, leading bartenders) 

6. Budget & Compliance Management 

• Plan, track, and optimize marketing budgets to ensure cost efficiency and ROI.  

• Ensure all brand activities comply with regulatory guidelines governing alcobev advertising in India.  

• Maintain adherence to internal governance and approval processes.  

7. Market Intelligence & Performance Tracking 

• Track brand health, consumer insights, and competitor activity.  

• Analyze market trends to identify growth opportunities and risks.  

• Monitor campaign effectiveness using data and analytics to inform future decisions.  

KEY INTERFACE 

INTERNAL 

• Marketing - Regional marketing team and national trade marketing  

• Sales – across region & channels, Travel retail, domestic and SAARC  

EXTERNAL  

• Influencers  

• Opinion Leaders 

• Marketing agencies – Advertising, Media, Public Relations and Event Management 

• Market Research Agency 

• Merchandising Company - Suppliers and Vendors 

KEY PERFORMANCE INDEX 

• Brand equity and awareness metrics  

• Market share and volume/value growth  

• Effectiveness of ATL and BTL campaigns  

• ROI on marketing investments  

• Quality and timeliness of campaign execution  

• Strength and consistency of brand presence across channels  

• Compliance with regulatory and corporate guidelines  

• Success of new launches and brand extensions 

JOB REQUIREMENTS 

QUALIFICATIONS: 

• Post Graduate in Marketing Management from a Premier B School  

EXPERIENCE:

• 6-8 Years of total experience with minimum 3-4 years of experience as Brand Manager independently managing a product/ brand Portfolio. 

• Should have experience in managing brand activity in media & digital space 

• Prior work experience with FMCG Industry is mandatory 

• 1-2 Years of sales experience would be a great plus 

• Should have experience in managing brand activity in the Digital Space 

• Experience of independently handling business line to generate top line growth and drive cost efficiency will be an added advantage. 

• Strong in Ideation, strategic thinking and ability to execute tasks independently  

• Preferred Industries - premium brands in other liquor companies or other premium lifestyle, FMCG brands. 

BEHAVIORAL COMPETENCIES 

• Very strong communication and Interpersonal Skills, as well as outstanding aptitude for time management 

• Strong focus on prioritization - identifies critical activities to reach his/her goal and eliminates roadblocks 

• Action and result oriented - steadfastly pushes self and others for results, proficiency in problem solving and ability to multitask 

• Accountability and self -direction 

LEADERSHIP COMPETENCIES: 

Strategic Vision 

• Proactively participate in projects that involve change. 

• Translates objectives into tactical action plan. 

• Understand various business areas and functions at PR, and effectively builds internal relationship as well as external. 

Entrepreneurship 

• Propose new ideas, methods on improving the brand performance. 

• With a positive attitude encourages team to support an idea/project. 

• Influences others to gain support for an idea or cause 

Result orientation 

• Assigns tasks and accountabilities to the relevant individuals for achieving results. 

• Composed and works towards achieving individual goals with high performance standards in challenging environment. 

• Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results 

• Achieves own individual objectives, applying professional excellence standards and delivers high quality work 

Live the values 

• Maintain highest level of professional standard that are aligned with PR’s values, ethics and charter. 

• Committed to CSR; encourages and establishes an environment of mutual trust by honest, straight forward and transparent communication within the team. 

• Establishes a mutual trust environment by communicating in an honest, straight forward and transparent manner with colleagues at all levels 

• Displays enthusiasm and values the contribution of each employee to the 

success of the Pernod Ricard 

• Strong interpersonal skills 

People Development 

• Give continuous feedback and encourage people to work outside their comfort zone and work as a mentor/coach. 

• Educates himself/herself on the PR’s resources and processes.  

Team Management 

• Inspire team members to take decision and guide, support them. 

• Encourages teamwork and facilitates the process of effective decision making amongst the team members. 

FUNCTIONAL COMPETENCIES: 

Analytical Skills 

• Translate complex data/information into clear insights.  

• Propose alternative, draw articulated conclusion and build comprehensive action plan to have decisive impact on the organization. 

Innovation 

• Translate consumer insight and business trends into ‘innovation projects’ to align with brand strategy.  

• Co-ordinate across departments to deliver the ‘innovation project’ 

• Define KPI’s and analyse the ROI to assess the performance of the ‘innovation project’. 

Project Management 

• Ability to plan and organize complex and diverse tasks into small projects.  

• Sell these projects to the stakeholders.  

• Set KPI’s and monitor timelines, costs and project risks.  

Brand Leadership 

• Advocates and persuades the brand vision and crusade.  

• Develops and validates the same for the local and regional brands, drawing on brand, consumer and market understanding in line with the Brand owner. 

Creativity 

• Ability to explore and generate new ideas to resolve problems and give a new perspective. 

• Encourage creativity and champion new ideas and bring them to life by taking calculate risks. 

Business Acumen 

• Demonstrate good understanding of business environment, PR’s financial terms.  

• Manage the A&P budget efficiently. 

• Analyze relevant business criteria to define corrective action plans. 

• Understand how P&L lever optimizes business performance. 

Relationship Building 

• Proactively communicate across departments and external stakeholders.  

• Identify potential conflicts and resolves it.  

• Proficient in dealing with people across levels as well as external stakeholders. 

Media Planning 

• Deep understanding on media with regard to strategy and planning 

• Understanding of digital media 

Job Posting End Date:

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