Director , Front Line Marketing - North West India
Location Gurgaon
- Drive the marketing agenda for four regions of Punjab Haryana, Delhi NCR, West Region (MHG and GRM) and UPUK. This role is responsible for generating and growing consumer demand in those markets by working in alliance with INSWA central marketing teams. Good marketing should drive business impact, KRAs will include volume and share growth.
- Gain consumer insight through data analysis, market visits, first hand interaction with consumers, stakeholder interactions. Also, have a firsthand understanding of business performance and the drivers for the same.
- Work in partnership with brand teams to conceptualize & execute marketing campaigns needed to achieve the brand & business goals in the markets. Provide input on existing portfolio and brand plans (activities, calendars, execution of allocated DME) as well as look at new opportunities.
- Manage portfolio conflicts and drive aligned prioritisation. Maximise impact and minimise waste of marketing inputs via system alignment and end-to-end integration.
- Drive local bottler alignment on the marketing agenda: portfolio priorities and category/brand strategies and plans (objectives, DME investments, success metrics and activity calendars, including innovation projects and IMX campaigns) in partnership with the network teams.
- Oversee localization and real-time amplification of IMX campaigns within the region, providing input to central brand and IMX teams. Keep abreast of the emerging trends in the marketplace and align marketing plan with the changing market dynamics.
- Manage brand activation at the local level, including POS activations, promos, experiential marketing and events (leveraging mkt assets), in coordination with bottlers.
- Maintain regular interaction with the field and set governance protocols for marketing program executions.
- Lead a team of 5 region FLMs, provide them with regular guidance and support, remove barriers, build up their performance as well as capability. This role is accountable for team culture and engagement metrics.
- Support system processes and drive cadences to ensure well planned and well executed integrated marketing executions.
- Set clear business and brand metrics for marketing programs and track the same. Feed-forward the learnings for future marketing interventions.
- Support LRP and ABP via identification and articulation of growth levers for the regions that are co-created and aligned with the network.
Key SUCCESS PARAMETERS
Experience
- Overall work experience of 12-18 years
- Significant marketing and people leadership experience
- Direct experience with marketing activation
- Business and commercial acumen
- Experience working in cross-functional and cross-geographical teams preferred
Work Focus
- Ability to provide nuanced region-level input on marketing strategy and plans (e.g. consumer / shopper insights) and other key elements of broader OU / global strategy, as necessary
- Ability to develop relationships with key stakeholders (Category, IMX, Ops, bottler teams) and ensure alignment and buy-in on marketing agenda
- Ability to coordinate full details (calendars, resources, metrics) of local activation with bottlers
- Ability to identify needs for campaign localization or customization as necessary
- Ability to lead empowered teams
Communication Focus
- Role will require frequent communication with OU Frontline Marketing Lead, Head of Marketing, OU Category teams, OU IMX team, OU Franchise leadership teams, OU C&CL team, among others.
- Role will also interact frequently with Bottlers and external parties (customers, agencies)
Skills
Leadership; Business Planning; Marketing Communications (MarCom); Shopper Marketing; Brand Strategy; Advertising; Demand Generation; Competitor Analysis; Marketing Strategies; Project Management; Product Planning; Marketing Mix; Microsoft Office; Long Term Planning; Brand Storytelling; Profit and Loss (P&L) Management; Cross-Functional Integration
