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Tata Consumer Products
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Associate Director - Brand Equity, Tata Salt

Associate Director - Brand Equity, Tata Salt

Tata Consumer Products

8 - 10 years

25 - 30 Lacs

Mumbai

Posted:4 days ago| Platform:

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Skills Required

Campaign planning Brand campaigns Digital media Brand positioning Claims Brand management Packaging Equity FMCG Customer service

Work Mode

Work from Office

Job Type

Full Time

Job Description

Associate Director - Brand Equity - Tata Salt Job Details | Tata Consumer Products Limited Search by Keyword Search by Location Select how often (in days) to receive an alert: Select how often (in days) to receive an alert: Associate Director - Brand Equity - Tata Salt Tata Consumer Products Limited [[Associate Director - Brand Equity, Tata Salt]]

What are the Key Deliverables in this role?

Financial Outcomes: Strategize, design and implement a robust brand program across product superiority, deepening equity and developing a new generation of salts, to be effectively implemented across different market types Building Masterbrand architecture strategy on Salt Crafting Positioning with Strong BCI - Build Brand Positioning Strategy and Brand Key. Developing 360 Brand campaigns to drive Equity and Preference Creating a multi-channel communication strategy for the Tata Salt master brand through product superiority, core brand thematic and purpose driven campaigns Building Brand Purpose Platform - Advocacy around 100% Iodine Saksharta and Iodine awareness program Developing Always On Digital plan for a 12-month calendar Deliver brand health metrics through the brand program with impactful and innovative communication plans Creating Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary), Building Brand World based Visual Identity Playbook and Detailing Brand sensorial signature Evolving & fine-tuning the Masterbrand strategy in line with category & competition landscape on an ongoing basis

Customer Service:
Building Claims toolkit - Building a ready toolbox backed with defendable evidance to support Scientific /Technical /Marketing Claims through Commissioned Studies - Kantar, Clinical, Retail, etc. Proving superiority at Point of Sale - Strategizing, designing and implementing efficient and scalable superiority activation programs customizable for market type Superiority communication across media touchpoints TV, Digital Media, Packaging, BTL Counterfeit action - Building Long term Action plan for countering counterfeit through education, legal action, Sales team training

Internal Processes:
Work together with Innovation Team for seamless takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking. Synchronize brand marketing plans and campaigns for harmonized and efficient deployment of plans across the Masterbrand Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the Brand and Masterbrand communication. Plan and execute the campaigns and projects in close partnership with stakeholders within the organization and external agencies/partners. Effectively manage external interfaces (Research, Advertising/Creative, Design, Media, Activation, Digital & PR agencies) Effectively manage internal interfaces such as salt brand team, insights team, R&D, legal & regulatory, shopper marketing and sales

Innovation and Learning
Build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations. Develop Repository of Salt grades across price-points (VE, Solar, Pink, Rock,etc.) Craft Masterbrand Extensions mix across : Mass Masstige Premium range

What are the Critical success factors for the Role ?
Experience of core brand management in FMCG category, with handling of some significant brand campaigns Educational Qualification MBA (Major in Marketing preferred) Experience 8-10 years (Minimum 3 years in brand management/brand equity) End to end exposure of creating a brand TVC and campaign planning. Deep working knowledge of gathering consumer insights and deriving strategic execution-oriented insights Commercial acumen to be able to efficiently manage the marketing & media budgets. Understanding on how to navigate the brand world and closely working with agencies.

What are the Desirable success factors for the Role ?
Prior experience in working closely with cross functional teams to jointly drive business KPIs

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Associate Director - Brand Equity, Tata Salt