Masflair
Location
Pune | India
Job description
Brand and Category Manager responsibilities
Purpose the role
Separate focus on each product segment from the perspective of
Category specific insights to drive differentiation and market share gains with sales development
Innovation and new product launch keeping in mind the market trends and competitive situations
Sales planning linked to marketing inputs including field retail needs and viceversa by geography and key SKUs
Forward looking marketing calendar at quarterly and half yearly and annual level
Effective and efficient brand communication with consistency across brands in both ATL & BTL. Good content and digital marketing for the brands
Maintaining a repository of insights & information on major categories and brands
Ensuring designbased approach is applied consistently across brands with a harmonised brand architecture and consistent brand identity guidelines across touchpoints
Responsibilities
Brand and Category Manager is responsible for
Insights about their categories consumer insights
monitoring market trends and competitive activities
planning market research
Sales development and market share gains jointly
shared with sales function
* including demand forecasting for their category SKUs
* working with ZSMs/RSMs on low base key products and take remedial actions
* Select proper products for conducting BTL in each of the geographies in consultation with ZSMs/RSMs the geographies in consultation with ZSMs/RSMs
* Create highquality content for all BTL activities
Planning implementing and evaluating post
performance of marketing activities (ATL digital retail).
Develop monthly and quarterly marketing and field input
plans with ZSMs/RSMs
Managing marketing expenses (sales and marketing i.e.
schemes and A&SP)
I nnovation roadmap for the category
* planning NPDs with R&D on a forward basis
* planned field launch of new products with sales function
and drive sales of Young Products to achieve desired
results
Coordination with other functions in supply chain and
operations for smooth functioning of their category in
market
Brand and Category Manager is also responsible for their
respective categories
Driving execution of brand communications by
managing creative development and implementation for key
brands via proper briefing processes and coordination with
creative agency for all ATL BTL and digital content
Driving media strategy and implementation
Leads annual media planning for their respective
brands as per brand plans
Driving media efficiencies and effectiveness through deals mediamix analysis TG analysis trends and past learning s
Monitor PostCampaign evaluation metrics in a timely manner
Ensuring the ATL expenditure on brands as per budgets
Ensuring that estimation billing with the agencies follow PM
Authorization matrix and SO
Support GM Marketing & Sales in any corporate communication activity like employer brand corporate communications workshops etc.
Brand and Category Manager is also responsible for
Conceptualization and execution of Digital Marketing
creative & media strategy for their respective brand/s
Planning and executing digital marketing campaigns for
major brands including SEO SM (social media) video and
display advertising eCommerce through performance
marketing SEM
Collaborate with various stakeholders to make effective &
engaging digital marketing creatives including videos &
display
Website and other digital assets development and
maintenance for various brands and Corporate within the
company
Measuring and reporting on the performance of all digital
marketing campaigns and assets by releasing monthly
dashboards
Drive relationship and KRAs with multiple digital media &
performance marketing agencies and other vendor partners
Brand and Category Manager is also responsible for
Planning & execution of annual market research plans for
major categories and brands
Collation of marketing insights for brands / categories
across touch points internal (like retail surveys panels
market visits) as well as external (like ad tests concept
tests U&A studies market sizing product tests brand
equity studies) to provide inputs to business planning;
be single point source of data & insights for their category
Utilizing data & insights across all brand touchpoints
Creating and keeping regularly updated dashboards &
Insight summaries by integrating all sources and creating
actionable insights
Planning and implementing corporate initiatives like
employee surveys consumer immersions etc.
Ensure proper presentation of research studies by
agencies and followup actions
Managing market research annual budgets for brand/s
Driving relationship and KRAs with research agencies and
other vendor partners
Brand and Category manager is also responsible for
Bringing value to business by understanding needs of
various brands through design thinking
Working on multidisciplinary projects that can span from
brand identity packaging structure and design retail
design exhibitions and events etc.
Briefing and supervising the functioning of external
design agencies / inhouse teams for design development
and taking it through various stages of the project till
completion to ensure overall effectiveness
Ensuring brand identity guidelines are followed
consistently by brands across various touchpoints
Works on certain subjects where lead is taken by GM Marketing & sales
* Ideation for big new products/categories
* Brand communication (ATL digital BTL)
* Strategy for overcoming obstacles in scaling up volumes
of new products and Young products
* Developing strategy for competition fighting
* Product or SKU rationalization/Cost reduction/improved
product mix
* Identification of packaging innovation
* Brand architecture initiatives
* Identification and design of any other new major
initiative
Competencies Must have
Experience and understanding of sales function and channel management
Stakeholder management
Business acumen
Data management and analysis
Digital: Social Media management & content development
Competencies desirable
Design development exposure including packaging
Market research
Communications development including ATL/digital content
Skills required
Strategic analytical and operational excellence
Brand / Product management
Thorough understanding of sales & distribution system
Profile & experience
MBA from a grade 2 BSchool with 69 years of experience of which at least 35 should be in field sales
OR
even a nonMBA risen from sales function with an aptitude for marketing
Channel development and distribution experience (minimum 35 years) Brand / product management experience is optional
Reports into
GM Marketing & Sales
Reporting s into the position
None a
Other key interfaces
ZSMs/RSMs
R&D including packaging
Operations
External agencies advertising media digital research design etc.
category insights,market analysis,digital marketing,btl activations,brand advertising,corporate communications,website building,market research,dashboard builder,packaging design
Job tags
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