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Director - Marketing


Tata Consumer Products


Location

Mumbai | India


Job description

What are the Key Deliverables in this role

Financial Outcomes

 This role provides leadership in delivering P&L for the Premium category

 Responsible for meeting committed revenue, gross margin, marketing spend targets and net margin for category brands.

 This category is a high gross margin category & there is huge focus as directly impacts profitability.

 Creating and deploying the right channel strategy in the right geography for the portfolio & to identify the right leavers to gain market share is the job at hand.

 Lead and provide strategic marketing direction to increase brand growth (long term and within the year)

 Define and implement go-to-market strategies for driving long term brand growth- ATL/ BTL mix and budget, media mix, launch/re-launch/exit-decisions.

 Strategize, develop, and drive media and digital marketing strategy for the business with set budget allocation.

Customer Service:

 Use Consumer Insights on needs and trends as inputs for developing marketing activities for maximizing opportunity (through Marketing Managers/ Brand Managers for Brands but own category view) – Comprehend consumer insights and work across multiple channels, SKUs, accounts, and locations.

 Identify big bets for building the portfolio and build on the premiumization aspect

 Get a strong category and competition understanding to identify growth opportunities for the category.

 There is high consumer acceptance in alternate channels across Ecommerce & Modern Trade platforms. Gaining share by driving new consumers to the portfolio is the key job to be done which is to be led by this role.

 Develop new markets for expansion

 Increase penetration by driving awareness and availability in GT- the largest channel

Internal Processes:

 Influence multiple stakeholders in the TCPL ecosystem to drive growth for the category

 Lead the team to re-engineer the value chain and actively lead opportunities to build efficiencies

 Constantly explore new operational models to optimize costs including supply chain costs

 Anchor revenue and margin delivery through strong engagement with stakeholders across the value chain - from the backend comprising Procurement, Planning, Supply Chain, 3P Production to front end channel sales teams

Innovation and Learning:

 Lead the team to innovatively develop, embed, and manage the brand positioning, visual identity, and communication blueprint, within limited resources.

 Driving a high-performance culture and building the capability of Marketing Managers/ Brand Managers

 This team is solely responsible for innovations on product, concept, business case and launch plan development along with consumer in-sighting for this category resulting in end-to-end category management.

 Set up businesses/market development across channels for the new innovations

What are the Critical success factors for the Role

 Educational Qualification – MBA must

 Overall 10+ years of experience in Sales and Marketing

 P&L handling – strong understanding of business, pricing & cost management

 Having Commercial Acumen prowess is critical and needs to be comfortable in data led decision making

 Ability to marshal resources and stakeholders towards business goals, demonstrated by prior experience in working closely with cross functional teams to jointly drive business KPIs

 Brand Management experience of at least 4-5 years must

 Understanding consumer insights – study of syndicated reports and ad hoc research requitements


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