Monitoring and Reviewing
Cascade categories strategy and review brand wise strategy developed by Category Managers based on priorities annual budgets, overall sales, margins and market share targets, brand focus, etc.
Review and oversee brand wise initiatives and guide on execution
Periodically review the annual plan for the categories and suggest changes to it as appropriate, after considering inputs such as competition analysis, market trends, consumer behavior, company priorities etc.
Monitor achievement of market share, demand generation, brand health targets per quarter
Monitor advertisements, promotions, return on investment on marketing campaigns
Oversee the gap analysis and brainstorm with team on action plans for course correction
Lead regular review meetings to monitor progress across brands
Track brand health periodically using data from Customer Insights team brand awareness level, brand performance, consumption patterns, etc.
Review processes and provide inputs on automation and process improvement opportunities for the marketing function
Review and approve concepts created for key brands within the categories, guide team to test consumer responses and review advertisement briefs
Co-lead pre-production meetings with Advertisement Directors to finalize the ad film
Product Innovation
Lead product innovation for key products within categories and provide inputs through the various stages of design of new products
Lead coordination on Go to Market phase in terms of testing the product in context of portfolio and competition, pricing, distribution partners, in-store support, retail environment and geography of launch
Monitor the launch and product performance for the initial phase post launch
Relationship Management
Visit critical markets and key customers regularly to understand latest consumer behavior patterns
Represent the company in industry for a
Interact with division and global category teams to discuss brand positioning, architecture, issues etc.
Review of Marketing Services
Lead team of marketing CoEs (consumer insights / digital marketing/ PR)
Evaluate goals for the year, approve initiatives taken, design KPIs for each CoE and monitor progress against each
Digital - Approve digital marketing activations, social media initiatives, advertising spends and other investments and measure ROI against each
Consumer Insights - Review consumer insights plan for the organization, define prioritization matrix for research, approve reports to invest in and monitor progress
Public Relations - Review promotional plans, create strategy for interacting with media, approve necessary releases of information, and govern internal and external messaging of the organization
People Management
Design and make necessary modifications to the team structure; conduct interviews for selecting right candidate for open positions
Cascade overall functional goals for team, set up objective goals and conduct periodic performance reviews
Guide teams and drive engagement by applying consistent standards for performance management, providing equal opportunities of training and job rotation, and recommending job enlargement and promotions of deserving team members
Communicate regularly with team members to provide organizational/functional updates, resolve conflicts, create intra-functional work groups, etc.
Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:
Knowledge:
Well-developed marketing and sales skills that can help the company develop an overall marketing strategy to enable achievement of defined KPIs:- sales, share, profit and consumer KPI results.
Knowledge of the FMCG Food industry including:
a) The general external and internal trends impacting the business;
b) The assessment, and
c) A deep and thorough understanding of both consumers and customers.
Strong analytical skills to sort through complex data to make well-reasoned conclusions that translate the learnings into sound strategic direction and business plans / actions on advertising, promotion, competitive product / packaging innovations, pricing, retail programs, and other key programs that could affect the short and long term profitability and share position of the brands
Strong communication skills to liaise with key stakeholders across sub-regions and countries.
Skills:
Strong leadership skills
Strong thinking problem solving capabilities
Strong interpersonal influencing skills
Outstanding analytical abilities
Strong orientation towards emerging trends and technologies in marketing
Ability to nurture and contribute to innovation and creative solutions
Strong ownership to be accountable for sales and income results and the success of initiatives
Strong verbal and written communicator to wide breadth of audiences including senior management
Strong functional marketing expertise
Lifelong learner and strong people developer
Passion for winning in the marketplace
Minimum Education and Experience Requirements:
Education : MBA degree with a good mix of working experience preferably FMCG companies
Experience: 15+ years of working experience in managerial roles in marketing departments (Brand Management or Innovations) in international FMCG companies, and/or advertising agencies, and/or consulting firms;
1. Solid marketing experience in managing multiple categories and multiple brands.
2. Prior experience of working closely with Sales / Retail teams, RD, Supply Chain external agency partners
3. Foods company experience is preferred
4. Preferable if worked in Sales for at least 1-2 years
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