Category Manager

Job Description

Category Manager : Creating value in connecting with Consumer. Purpose of the Role: This category is your asset and like any other, it will grow if it is managed well You have to be conscious keeper of the category with it has to be managed with internal stake holders, represent every time in a coherent manner and positioning while representing to external stakeholder Along with it the key is to ensure profitable growth of the category to remain sustainable Core of the Role: The development and execution of marketing strategies for the category, driving brand equity, market share and profitability with best optimizing the available resources Act as the BRAND custodian, managing both Product development and Communications through the lifecycle of the Product As a voice of consumer, identifying customer requirements through formal and informal researches Developing the Design & Product brief Configuring the right mix of - Features, USPs, Variants, Pricing - to launch the right product at the right time! Devising the Go-to-Market strategy and aligning various sales/network functions to prep for the launch Evolving the Communication Campaign for the Brand with the advertising agency partners and planning/conceptualizing the Product Launch event for maximum awareness, for maximum reach, with efficient budget utilization The core does not get completed with of full digital presence. Its basically everything that we learn in marketing specialization AI , ChatGPT, advanced analytic and consumer experience will subsequently get added, it wasn’t there when you studied marketing Job Responsibility: strictly by the book Thinking : Marketing strategy formulation and implementation: Develop marketing strategies for specific product category Drive execution of approved strategies to achieve brand KPIs, brand NPS and volume targets Being the Voice of Customer for product development inputs to the Product team (as Marketing SPOC) and workout the right content for maintaining the edge of the product in the market Thinking in action : Product Strategy and Management : To own & propagate consumer’s voice to enhance life time experience, improve customer’s engagement Plan, innovate, apply all means necessary to build a sustainable business model for assigned category, USP identification, variant features strategy, Develop long-term and short-term product pipelines Provide volume mix & forecast for business case development Leading the ideation to innovation development process for identified strategic opportunities for the category End-to-end handling of product launch in liaison with cross-functional team of Sales, Service, Influencer engagement, R & D, Legal & SCM This would create new and disruptive products which can complete in the category with leading national players – manage product life cycle Support the identification and assessment of new business opportunities by determining business potential, market dynamics, customer needs and making recommendations to the company regarding actions to be taken in the area of designer finishes/special products Manage Pricing of the category managed – deliver on business margin objectives while managing competitiveness of pricing in the market Identification of possible usage spaces that can be commercially unlocked – either increase in usage or better solution of the usage problem – by a premium innovation to the product portfolio Creating a differentiation in terms of products which are relevant and meaningful for the target segment and drive awareness and usage of JSW Paints offering in the segment Sustain product performance throughout lifecycle with market interventions Manage Product lifecycle through product interventions at appropriate intervals and maintain the market excitement. Evaluate market landscape and identify growth opportunities Action taken to the with consumer : Brand Management: Develop core product positioning and go-to-market strategies Expand digital footprint in coordination with the Digital Team Creating tracking mechanism for the brand equity (Spontaneous recall, Consideration and Intention to Purchase) and taking necessary marketing measures to ensure the brand measures upto the set parameters Drive the communication for the brand and activation to create awareness, interest, consideration, trials, regular usage and advocacy for the brand Tracking & managing the Brand assets to keep the positive brand conversations going Create, deploy and execute the entire training program for the influencer segment to drive the awareness and trials for the brand Define SOPs, budgets, processes, TATs and set expectations streamlining the process to delivery consistent brand experience Creating value : Financial Management: Achieve top-line and bottom-line metrics Manage marketing mix within allocated Financial expenses - Optimize mix choices to meet financial budgets and brand metrics Formulating future strategies in terms of expansion, segmentation, pricing, project launch, promotion, service etc to ensure that the brand and the category stays ahead of the curve Managing and taking ownership of the Lifecyle management of assigned category in the portfolio for JSW Paints decorative business Stakeholder Profiles & Nature of Interactions: Internal: Head Marketing Monthly updates on brand performance Weekly meetings to ensure product alignment with market needs Sales Team: Monthly reviews on product performance and market adjustments S&OP Team: Monthly coordination for volume forecasting and product mix Service & Influencer : Monthly engagements for channel training and retail product availability R & D : Monthly coordination on product development / improvement activities Market First : Weekly feedback on product performance and customer /influencer needs External: Agency Partners: Daily/weekly collaboration on brand communication strategies Marketing Partners: Weekly discussions on marketing mix and partnerships Customers: Monthly feedback on product satisfaction and requirements Basic requirement : Qualification: Preferable BE/BTech and MBA Desired Work Experience: Minimum 2-8 years in consumer facing industry, with experience in Sales, Marketing or Product Necessary Knowledge: Strong understanding of customer dynamics or a way to find it out Desired Industry and Sectors: Consumer facing industry, specifically Building material or paints Good executive presence with flawless / clear communication and interpersonal skills Key Competencies/ Skills: Candidate to bring expertise, high energy and drive to build and grow the business in a highly competitive environment Eager to learn and high sense of Ownership for task at hand Excel to win Attitude expectation – already in action / exhibiting High on customer orientation Challenge and collaborate with all stake holders Be organised, methodical and proactive for efficient decision-making Ability to create impact by completing projects with in timelines Motivate and inspire teams – 360 degree level