PURPOSE OF THE ROLE:

- To design and drive marketing strategy for a category of brands by designing and implementing the category portfolio strategy to increase brand equity, market share, revenue growth, keeping within profit targets .

KEY RESPONSIBILTIES:

1. Category Strategy and Expansion:

- Design and deploy the overall category marketing strategy inline with growth objectives

- Define target market segments, positioning and value proposition for the brands for increased penetration and category growth

- Identify portfolio expansion opportunities and formulate action plans for diversification and new product launch & development

- Plan range and assortment for availability basis channel demands to help achieve budgeted sales"

2. Forecasting & Profitability:

- Drive profitability through accurate forecasting and budgeting for the category ATL initiatives

- Deliver strong topline and manage bottom-line through effective tracking and management of the category metrics in collaboration with sales teams

- Develop exit strategies for non-profitable and unsuccessful brands/SKUs to optimize costs and rationalize investments"

3. Consumer Intelligence and Innovation:

- Obtain insights and generate recommendations for category growth by understanding market trends, consumer preferences and competitor activities

- Customize marketing strategies and initiatives basis market intelligence, seasonal requirements, consumer behavior and competition tactics

- Ideate new products to aid category expansion into adjacencies and creation of new brands & SKUs based on consumer insights "

4. Brand Equity & Communications:

- Drive effective marketing communications to increase consumer mindshare, brand presence and utilization metrics for the brands under the category

- Leverage digital avenues and e-marketing tools to increase the brand outreach and communicate with the target audience

- Design Brand Equity strategies for the product line to influence consumer buying behavior, enhance brand positioning and increase market share"

5. Team development:

- Lead, mentor, and develop a high-performing team of brand managers

- Set clear goals and expectations, provide regular feedback, and conduct performance evaluations.

- Foster an environment of strong collaboration with sales, supply chain and commercial teams and within marketing teams for effective business impact"

KEY PERFORMANCE GOALS:

1. Category Turnover and profitability

2. Successful launches and penetration of new products within the category

3. Impact of marketing communications in obtaining mindshare and increased brand power

4. Market expansion and increase in category shares

5. Effectiveness of 6P Strategy

INTERFACES:

Internal Interfaces (Roles that the jobholder interacts with internally)" "External Interfaces

(Roles that the jobholder interacts with externally)"

1. Customer Marketing Managers Creative & Consumer Research Agencies, Vendors

2. Cross functional -Sales, Legal & Regulatory, Supply Chain, R&D, Packaging, Finance Team Influencers

3. Media Manager

PEDIGREE and PROFILE:

Education Qualifications: MBA with experience of category/brand management in FMCG. Additional exposure to FMCG sales preferred