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Duties and responsibilities:
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Responsible for developing plans and executing projects that support the short and long term marketing strategy
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Works with insights from research results, production department, Sales, and Finance to ensure the brand remains relevant to consumer and that all initiatives support brand promise/essence
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Manages the relation with outside vendors related to the brand (ATL agencies, Online agencies, Media Buying)
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Develop Annual Brand Strategy
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Conduct thorough analysis of the brand KPIs and performance
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Participates in brand strategy discussions and in setting clear consumer relevant offerings
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Develop the marketing plan for the brand in accordance with the communicated brand strategy
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Share in setting the required marketing budget
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Lead all the brand activities that supports the brand promise, vision, positioning, to achieve the overall goals of the brand
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Engages, involves, and inspires the different functions in the organization towards understanding the brand’s equity
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Manage the brand’s budget and financials to ensure effective allocations of resources
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Monitor performance against plan periodically and suggest and implement corrective actions if needed
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Collaborates effectively with sales team in monitoring the trade activities- conduct regular trade visits and adjust brand tactics accordingly
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Participate in formulating the advertising activities for the brand
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Ensure all brand touch points with consumers are in line with the brand positioning, color code.
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First hand management of the ATL agency
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Effective usage of market research to asses current and potential market opportunities
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On-going competitor analysis to identify opportunities/threats and act accordingly
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Reviews channel and customer-specific point-of-purchase trade plans and provides feedback on consistency with marketing plan
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Provides direction for Key consumer innovations
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