What are the Key Deliverables in this role?

Financial Outcomes

Marketing Strategy & Execution

• Drive growth agenda for Health Foods 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.

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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.
  
  
  
  

What are the Critical success factors (Key requirement) for the Role?

• MBA with 3-5 years of progressive experience in Sales & Trade Marketing or Marketing functions in leading FMCG companies.


• Passionate about Marketing with innovative & experimentative bent of mind.


• Attention to detail and execution excellence.


• Good communication skills and stakeholder management capabilities


• Knowledge & experience of market research methodology, consumer insight generation tools, brand health metrics, product & packaging development cycles, understanding of financial & distribution metrics and levers to drive improvement. Ability to drive, evaluate and optimize ATL & BTL spends.\


• Mandatory Language Requirements (spoken) : English (Expert)

What are the Desirable success factors for the Role?

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