Head - Marketing (Brand Management) - Food Industry

Designation: Manager - Marketing

Department: Sales & Marketing

Immediate Superior: VP - Sales & Marketing

Immediate Subordinates:

Assistant Manager, Executive

2. Job Purpose

To assist the VP - Sales and Marketing in various projects related to brand operations.

3. Duties and Responsibilities

Key Responsibilities

ResponsibilityActivitiesHow to Measure

1. Brand Strategy Development1. Conduct market research to develop branding strategies aligned with business objectives by analyzing consumer behavior, market segments, and trends.ROI of x % of investment

2. Monitor market trends for effective brand strategy planning and execution.

3. Monitor and analyze competitor brands and industry trends to keep the brand competitive and relevant.

2. Brand Communication

4. Design the content of 360-degree product campaigns across various media channels (TV, print, digital, social media) to increase brand awareness and drive sales.Launch a product campaign for Brand Communication that will drive an increase in sales.

5. Execute targeted promotions, including melas (exhibitions) and limited-time offers.

6. Design promotional strategies (discounts, bundles, offers) to stimulate consumer interest and boost sales volume.

7. Continuously evaluate the brand's digital impact, engagement level & followership.

3. Benchmarking

8. Monitor brand equity, market share, consumer satisfaction, and brand recall.Implement top 3 observations (Improve sales).

9. Analyze competitors strategies, product offerings, and market activities to identify areas of improvement.

10. Implement regular product updates and feature enhancements based on customer feedback to improve quality score.

4. Budget and Financial Management

11. Manage the brands marketing budget, ensuring efficient spending on campaigns, promotions, and market research.100% utilization of budget.12. Monitor the effectiveness of marketing activities and campaigns to maximize ROI.

5. Improve Trade Loyalty

13. Strengthen trade loyalty through enhanced loyalty programs, rewards, and customer benefits.Sales objective achievement

.14. Engage with retailers through personalized communication and offers.

6. New Product Development (NPD)

15. Pre-launch: Conduct market research, benchmarking, and design development.NPD as per plan.16. During launch: Communication and training programs for sales teams to effectively promote the new product.

17. Post-launch: Monitor and adjust the strategy based on initial performance and feedback.

7. Product Pricing and Portfolio Management

18. Develop pricing strategies that balance profitability with consumer demand and competitive pricing.Efficient utilization of budget for existing product portfolio.

19. Oversee the product portfolio to ensure the right mix of products is offered.

20. Manage the entire product lifecycle from ideation to launch and beyond.

8. Market Analysis and Insights

21. Conduct extensive on-ground market visits to gain firsthand insights into consumer behavior, preferences, and market dynamics.Identify key pointers from research and implement them to improve sales and brand position.

22. Use data analytics and consumer research to make informed decisions and drive continuous improvement.

9. Market VisitBe open to travel within India to visit various markets, interact with distributors, retailers, and consumers, and gather insights to inform brand strategies and initiatives.Penetrate the local market of every possible geographic region visited.

4. Key Interactions

Internal Interactions:

• All departments

External Interactions:

• RPOs, marketing agencies, vendors, customers, consultants

5. Knowledge, Skills & Experience

Required Qualification:

• Master's degree in Marketing

Relevant Experience:

• 7-10 years of experience in the marketing domain

Skills & Competencies Required:

• Functional:

  Basic functions of marketing, brand execution

• Behavioral:

  Communication, creativity, trend-savvy, focused, and responsible