About this role
# Designation
Manager- Brand Equity, TATA Salt
Function
Equity and Innovations
Location
Mumbai
Reporting To
General Manager, Brand Equity- TATA Salt
Job Description
What are the Key Deliverables in this role?
Financial/Business Outcomes:
- Implement a multi-channel communication strategy for the master brand through product superiority, core brand thematic and purpose driven campaigns.
- Support in conceptualizing & building key brand strategies to drive business penetration.
- Execute, implement and support in designing a robust brand program across product superiority, deepening equity and developing a new generation of salts, to be effectively implemented across different market types.
- Lead in execution a 360 Brand campaigns to drive Equity and Preference
- Drive & strengthen the Brand Purpose Platform - Advocacy around 100% Iodine Saksharta and Iodine awareness program.
- Execute an ‘Always On’ Digital plan for a 12-month calendar.
- Track & diagnose key learnings from the monthly x quarterly brand data reports & plan equity actions
- Deliver on i2S for core brands in portfolio with strategic innovations rooted in deep consumer insight. Work with category & Ecomm teams to successfully deliver on launch targets like revenue, consumer adoption etc.
Customer Service:
- Building Claims tool kit - b uilding a ready tool box backed with defendable evidence to support Scientific /Technical /Marketing Claims through Commissioned Studies - Kantar, Clinical, Retail, etc. Laison with R&D /technical team to test
- Lead, design & deliver on impactful consumer facing 360 degree activation campaigns across platforms
- Proving superiority at Point of Sale - Implementing efficient and scalable superiority activation programs customizable for market type/channels
- Counterfeit action - E xecuting action plan for countering counterfeit through education, legal action, Sales team training.
- GTM planning with category for successful launch of new innovations
Internal Processes:
- Work together with Innovation team for seamless takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking.
- Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the Brand and Masterbrand communication.
- Influence & drive agenda with a large set of cross functional partners across departments
- Champion and lead the process of shoot/asset creation by close partnership with agency partners and freelancer ecosystem
- Drive the innovation end to end by working closely with different cross functional teams
Innovation and Learning
- Support the reporting manager to build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations.
- Identify key innovation opportunities & build impactful propositions to strengthen & lift master brand.
- Work with reporting manager on Masterbrand Extensions' mix across: Mass, Masstige Premium range.
- Identify & launch pioneering innovation opportunities backed by strong consumer insights
What are the Critical success factors for the Role?
- Working knowledge of crafting, conceptualizing, writing & building impactful brand concepts
- Experience on managing large brands is preferable – end to end management of 2-3 large campaigns, building brand preference, managing brand crisis etc.
- Past experience on working/launching innovations & working with multi stakeholders is an advantage
- Experience in leading 360-degree brand activations in various retail formats – GT, MT, Ecommerce
- Hands-on working experience & knowledge of planning and executing of TVC/DVC (film making) for advertising and marketing campaigns with agency and freelancer ecosystem.
- Detailed working knowledge of Digital Media Creative basics + development + execution – Both on social and on-platform
- Working knowledge of gathering consumer insights and deriving strategic execution-oriented insights
- Experience – 5-7 years (Minimum 3 years in brand management/brand equity) either with an FMCG brand or in an agency working on FMCG brand
What are the Desirable success factors for the Role ?
- Educational Qualification – MBA (Major in Marketing preferred)
- Prior experience in working closely with cross functional teams to jointly drive business KPIs