Senior Manager - Brand Marketing, Quaker

Overview

• Quaker portfolio, leading the Nutrition agenda for PepsiCo India is an independent standalone category and therefore requires independent management of product, stakeholder alignments and differentiated GTM approach.
• The role is responsible for delivering top-line (NR Growth, Share) and bottom-line (GM %, MC) results for Quaker Portfolio in India BU.
• All brand related activities: Developing strategy, product & packaging development, pack - price architecture, brand communication and activation are managed locally and are under scope for this role.

Responsibilities

• Lead business and portfolio strategy for Quaker Portfolio
• Collaborate with multi-functional teams to ensure communication of all project updates and ensuring project with business deliveries.
• Develop and execute standard process for brand performance reviews (Weekly and Monthly)
• Manage equity programs including ATL advertising, media planning and management and digital programs (including sentiment management).
• Develop and execute activation programs including designing/production of POSM, consumer promotions, E-com activities, sampling programs etc
• Responsible for online shopper journey, pure player funnel management and content management
• Manage brand A&M based on business needs & role of brand
• Support on innovation development and project management by identifying consumer needs & trends with insights, writing product concepts and briefs, work with R&D to qualify product, NS & SRA on consumer facing claims and work with finance to deliver target financials
• Impact on Key Stakeholders: Drive clear communication & execution with internal stakeholders (R&D, SRA, Nutrition Science, Legal, Sales and Supply Chain), creative & media agency partners and other external stakeholders (activation vendors).

Qualifications

• Experience and Qualification
• MBA-Marketing from a premier institute
• 6-8 years of FMCG experience panning across sales/trade marketing followed by Brand Marketing experience.
• Brand marketing expertise and equity exposure, preferably in CPG industry.
• Skills and Behavioural Attributes
• Strong experience of working on Core brands as well as building innovation pipeline to stretch TM
• Self-starter and high sense of ownership
• Project Management with network planning experience
• Strong leadership and communication skills
• Ability of working in a complex, matrix environment
• High level of analytical rigor/skills, understanding consumer needs/trends and problem-solving approach
• Strong collaboration skills to partner with functional teams, agency partners and Business teams

• Experience and Qualification
• MBA-Marketing from a premier institute
• 6-8 years of FMCG experience panning across sales/trade marketing followed by Brand Marketing experience.
• Brand marketing expertise and equity exposure, preferably in CPG industry.
• Skills and Behavioural Attributes
• Strong experience of working on Core brands as well as building innovation pipeline to stretch TM
• Self-starter and high sense of ownership
• Project Management with network planning experience
• Strong leadership and communication skills
• Ability of working in a complex, matrix environment
• High level of analytical rigor/skills, understanding consumer needs/trends and problem-solving approach
• Strong collaboration skills to partner with functional teams, agency partners and Business teams

• Lead business and portfolio strategy for Quaker Portfolio
• Collaborate with multi-functional teams to ensure communication of all project updates and ensuring project with business deliveries.
• Develop and execute standard process for brand performance reviews (Weekly and Monthly)
• Manage equity programs including ATL advertising, media planning and management and digital programs (including sentiment management).
• Develop and execute activation programs including designing/production of POSM, consumer promotions, E-com activities, sampling programs etc
• Responsible for online shopper journey, pure player funnel management and content management
• Manage brand A&M based on business needs & role of brand
• Support on innovation development and project management by identifying consumer needs & trends with insights, writing product concepts and briefs, work with R&D to qualify product, NS & SRA on consumer facing claims and work with finance to deliver target financials
• Impact on Key Stakeholders: Drive clear communication & execution with internal stakeholders (R&D, SRA, Nutrition Science, Legal, Sales and Supply Chain), creative & media agency partners and other external stakeholders (activation vendors).