Job Purpose
Responsible for driving brand growth, market share, and profitability within the fast-moving consumer goods (FMCG) sector. This role leads strategic planning, marketing execution, innovation, and brand communication while collaborating closely with cross-functional teams. Acts as the brand custodian, ensuring consistent consumer experience and commercial impact across all channels.
Dimensions
Brand Strategy & Planning
- Develop and execute annual brand strategies focused on penetration, distribution, volume, and equity growth.
- Lead brand performance reviews, competitor analysis, and category insights to identify opportunities and risks.
- Define brand positioning, value propositions, and communication frameworks.
- Set yearly brand KPIs and manage robust execution plans.
Consumer, Shopper & Market Insights
- Lead interpretation of consumer research, brand health trackers, usage & attitude studies, and product tests.
- Analyze market data and internal sales trends to guide strategic decisions.
- Identify shopper behaviors and identify brand channel opportunities
Marketing Campaign Development
- Lead the development and execution of fully integrated 360° campaigns (ATL, digital, social, influencer, BTL, trade).
- Manage creative, media, digital, and activation agencies, providing strong briefs and clear KPIs.
- Oversee media planning (G, reach, frequency) and ensure campaigns deliver strong ROI and brand lift.
- Evaluate campaign performance using consumer, sales, and digital metrics.
Innovation, Product & Packaging Management
- Coordinate end-to-end brand innovation projects: Product development, testing, feasibility, and go-to-market.
- Manage product renovation projects: Packaging design, artwork approvals & product formulation improvements/changes
- Partner with R&D, Supply Chain, QA, and Procurement to ensure successful product launches.
- Monitor SKU performance and recommend changes to pack sizes, pricing, or variants.
Commercial & Trade Execution
- Collaborate with Sales and Trade Marketing to develop strong in-store activation plans.
- Support promotional planning, pricing strategies, and channel-specific initiatives for MT, GT, and e-commerce.
- Monitor trade execution performance and ensure brand visibility standards are met.
Budget Management
- Own and manage the brand’s marketing budget, ensuring efficient use of A&P (Advertising & Promotion) spend.
- Track monthly budget performance and ensure accurate reconciliation and reporting.
- Manage vendor contracts and ensure compliance with procurement processes.
Cross-Functional Leadership
- Work closely with Sales, Supply Chain, Finance, Category, R&D, and external agencies.
- Provide brand training and alignment sessions to internal stakeholders.
- Lead cross-functional meetings to ensure timely progress on brand and innovation projects.
Key Competencies
- Proven ability to manage 360° campaigns and innovation projects.
- Strong financial acumen: ability to interpret P&L, margins, pricing, and promo performance.
- Excellent communication, leadership, and stakeholder management skills.
- Strong analytical skills and experience with FMCG data tools (Nielsen, Kantar, Power BI, etc.)
Academic / Professional Background
- Bachelor’s degree in marketing, Business, Commerce, or related field; MBA is an added advantage.
Work experience
- 4–7 years’ experience in FMCG brand management, marketing, or related commercial roles
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