Brand Manager - FMCG

Job Title: Brand Manager

Reports To: Marketing Manager

Location: Mumbai and Kolkata

Job Purpose:

- Prepare brand strategy based on 6C analysis framework (consumer, context, competition, collaborator, community, company)

- Develop Brand communication and copy strategy along with investments

- Set metrics for equity measures

- Develop / Assess brand architecture and positioning

- Develop Brand extensions and pricing strategies.

Principal Accountabilities:

Brand Communication:

- Liaise with agencies and share brief as per communication strategy, review and approve best route for communication, monitor pre-production stage and communication effectiveness post launch

New Product Development and Launch:

- Understand scope for new products/variants vis-a-vis target market/geography/segment and provide brief to PD team

- Coordinate for CPT and analyse CPT results along with financial viability

Business Planning and delivery:

- Analyse product performance SKU/Geography wise, forecast sales, review return on marketing spends

Packaging Development:

- Provide inputs on graphics/structure to agencies/Packaging development teams and evaluate feasibility (Cost, logistics), conduct and analyse pack test

Market Research - design and analysis:

- Provide brief to MR/Agencies on research requirements and research design (target group, platform, market, no of people etc.), validate design and review final research output

Trade promotion and media implementation:

- Prepare media briefs (objective, route, target, cost etc.) and share with media partners, monitor the execution and evaluate the outcomes vs objective of media initiative

- Conceptualise trade promotion schemes and identify and negotiate with vendors

Operating Network:

- Internal Marketing Team

- Internal Research and Development Team

- Internal Finance Team

- Internal Packaging Development Team

Role Requirements / Specifications:

- MBA (Marketing) with 1 - 2 years of Post MBA experience

- Candidate should have handled brands/sub brands independently

- Independently managed product launches, media campaigns

- Experience of sales is desirable

Knowledge and Skills:

Knowledge:

- Market research principles and statistical tools

- Media platforms - Digital, Social, Print and event designs

- Brand management and communication

- Knowledge of channels, sales operations

Personal Attributes:

- High degree of creativity

- High result orientation

- High energy and passion towards their product speciality

Interview Competencies:

- Strong analytical ability

- Innovate - (Create new and different)

- Deal with ambiguous environment

- Measure outcomes and connect with action

- Collaborate with multiple stakeholders

- Strong Presentation skills