About this role
# Designation
Deputy General Manager – Marketing, Soulfull
Function
Marketing
Location
Mumbai
Reporting To
Director – Marketing, Soulfull
Job Description
What are the Key Deliverables in this role ?
Financial Outcomes
• This role provides leadership in delivering the P&L for the Tata Soulfull young adults business across Muesli, Oats and other future portfolios of young adults
• Responsible for meeting committed revenue, gross margin, marketing spend, and net margin targets for the business.
• Lead business expansion through household penetration, frequency growth, premiumization, and the development of new consumption occasions.
• Create and deploy the right channel and geography strategy for the Soulfull portfolio, identifying the key levers to accelerate scale and gain market share.
• Lead and provide strategic business and marketing direction to deliver long-term growth and in-year outcomes.
• Manage and optimize the portfolio, including SKUs, product variants, and innovation choices.
• Define and implement go-to-market strategies for driving long-term business growth, including ATL/BTL mix and budget, media mix, and launch, relaunch, and exit decisions.
• Strategize, develop, and drive media & digital marketing strategy for the business with set budget allocation.
• Drive appointment, management, and alignment of Creative, Media, PR, and other (BTL) agencies along with Brand Managers.
Customer Service:
• Use consumer and shopper insights on emerging nutrition, millet, breakfast, and wellness needs to identify growth opportunities and guide business and marketing choices across channels, SKUs, accounts, and locations.
• Identify big bets that can accelerate category development and build distinctive propositions that make healthy food tasty, convenient, and accessible.
• Build the business across E-commerce, Modern Trade, and emerging channels, while bringing new consumers into the Tata Soulfull franchise and expanding relevance across breakfast, snacking, and everyday nutrition occasions.
• In GT, increase penetration by driving awareness, availability, and the right portfolio-channel fit.
Internal Processes:
• Needs to play the role of Change Agent in a Salt first organization and must have the ability to 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 and reduce 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, and 3P Production to front-end channel sales teams.
Equity and Media:
• This business requires strong commercial and marketing acumen to build categories, create demand, and scale efficiently in a dynamic health foods market.
• Develop innovative media and growth models to build salience, trial, and repeat for Tata Soulfull.
• Craft strong campaigns and deploy with maximum effectiveness both on platform and off platform
What are the Critical success factors for the Role ?
- Educational Qualification – MBA
- Overall minimum 6 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 3 years
- Understanding consumer & Customer insights – study of syndicated reports and ad hoc research requitements
What are the Desirable success factors for the Role ?
- Prior experience in working closely with cross functional teams & leading change
- Revenue + Equity role experience is plus