Product Marketing Manager

Qualification : BE is Must

Purpose of the Job

Managing all product management activities to achieve short and long term product goals including lifecycle volume, pricing, profitability, positioning. Launch product animations positioning including pricing & communication across all touch point to ensure a holistic campaign development/implementation across ATL, BTL, consumer events, seeding, partnerships. Providing leadership to the extended Marketing team including agencies, cross functional teams etc. Innovation and efficiencies will be key element of the responsibility which also include identifying new opportunities based on market trends and consumer insights.

Roles and Responsibility

1) The incumbent will be responsible for the marketing strategy development for the vertical and ensuring its effective execution to achieve the company's growth objectives. The key responsibilities are:

• Conceptualize & plan the product positioning of the given product.
• Develop product strategy /marketing Platform for the vertical, market mapping, consumer segmentation, assessment & Product Pricing.
• Prepare and launch Go To Market plan for new product launch or lifecycle animations.
• Responsible for achieving Product Annual Volume & it's Profitability
• Evolving the Marketing plan in the short, medium and long term to support sales delivery
• Monitoring, managing, and leveraging brand assets in terms of both tangible and intangible aspects

2) In support of the key activities; the incumbent will:

• Responsible for Product Pricing & its Profitability. Enhance productivity of Fixed & Variable marketing expenses
• Planning & Achievement of Annual & Lifecycle Volumes.
• Specifying market requirements for current and future products by working closely with upstream teams including PPL & Engineering.
• Work closely with the sales team for effective activation of marketing plans and promotions.
• Work Closely with Marketing communication Team for development of correct product positioning across different communication channels
• Interact closely with the various Function Heads (Sales, PR, Finance etc) to understand the dynamics and meet the business requirements
• Generate a demand for the brand through innovative and creative approaches e.g idea generation for innovative field marketing
• Analyse the competition and assess their activities.

DOMAIN EXPERTISE

Definition of competence

Market Analysis

Ability to conduct & interpret Competition Pricing, Product equipment, Product Schemes and Promotions

Product Marketing

• Features, Advantages, Benefits (Vehicle + Accessories) 'Self & 'Competitor'
• Technology components (incl latest upgrades)
• Manufacturing perspective (incl Platforms, Eng challenges)
• Sales perspective (incl Market share, Growth potential, dealer business management, Geo Marketing)

Product Pricing

• Analyse and track price movements of all competitors
• Feature & equipment evolution, Feature pricing, Feature value
• Propose to optimially manage product pricing (aligned towards org topline & bottom line)
• Propose pricing packs, discounts, promotional offers, trade activations, special pricing etc.

Lifecycle Management

Able to prepare product line lifecycle animations / interventions (in coordination with PPL) to achieve organization commercial objectives

FUNCTIONAL

Definition of competence

Planning Ability

• Understand product roadmap and capabilities, bringing buyer persona expertise to map customer needs and customer journey
• Definition of full business case with market size and product complexity
• Plan & execute Product-strategy and Promotions (aimed towards 'volume' goals & 'revenue' goals)

Business Acumen

Ground-level awareness of :

• Business complexity handled by Sales Teams; consumer experience at the dealership;
• Awareness of 'business-implications' raised by 'Consumer Feedback' collected at each touchpoint
• Thorough understanding of the market segment, seasonality and global events, and continuous monitoring of competitor efforts.

Coordination Ability

• Able to coordinate the implementation of the 'Company-wide' Go-To-Market plan, connecting stakeholders from multiple departments.
• Able to conduct launch-working-groups with all business managers to ensure effective execution of product upgrades / product launches.

BEHAVIOURAL

Definition of competence

Independent Thinker

• Should be an independent thinker with the conviction and entrepreneurial spirit to manage the function in a hands-on manner.
• Should have high level of General Awareness (Industry / Consumer/Technology/ Social media trends/ Economic developments / Geo-political landscape)

Collaborative Team Player

• Should have an ability to work in a fluid and rapidly changing environment.
• Work closely with multiple teams (both within & outside Marketing Vertical) on Interdependent activities
• Actively interface with PPL, Controlling, Brand and Engg. for strategic planning

Influencing Skills

• Possess Business Development & Persuasion skills for more efficient business processes (il) Sensitize Product Planning & Finance depts on 'Commercial Viability' of decisions.

Adaptability & Flexibility

• Readiness to shift-gears in 'rapidly-changing-scenarios' / 'crisis-mgmt-actions'; (lI) Willingness to excel in a cross-functional work-env with dynamic priorities

Execution Focus

• Highly organized and strong attention-to-detail.