Job Details
Senior Brand Manager - Hair Care
Kolkata
Emami Ltd – Job Description Preliminary & Tentative – for discussion purpose only - property of Ernst & Young - Human Capital Page 1 ROLE OBJECTIVE As Brand Manager of Emami Ltd, the incumbent: Ensures that the brand’s equity is nurtured & nourished in keeping with strategic objectives. Assists in developing and executes the marketing & branding strategy to improve market share and reach. Defines the brand & its proposition & activation, its advertising concept, pricing, packaging, and promotion. Co-ordinates with sales department to implement & monitor marketing initiatives for the brand. Ensures effective media evaluation & planning attain maximum ROI by co-ordinating with key media providers for the Brand. Planning, strategising and ensuring the implementation of the strategies to achieve the brand objectives. RESPONSIBILITIES Develops a strategy for the brand in alignment with the corporate plans and overall marketing plans. Coordinates with advertising & research agencies as well as consultants to develop suitable brand initiatives to position the brand in keeping with the above identity Plans ATL & BTL so as to deliver the required value proposition, as derived from the above brand identity To develop, recommend and lead the execution of local marketing plans for assigned brand/s and manage the effective deployment of the marketing budget. P&L Management – including Media plan, BTL Plan (consumer experience to grow) and Trade plan Position Senior Brand Manager Department Marketing Location Kolkata Reports to Senior GM Reported by Brand Managers; Assistant Brand Managers Emami Ltd – Job Description Preliminary & Tentative – for discussion purpose only - property of Ernst & Young - Human Capital Page 2 Develops annual plans and budgets for the brand. Keeps track of all brand related expenditures vis-à-vis budgets. Provide strategic guidance to brand managers to develop these strategies into detailed marketing plans and executions (with special emphasis on-the-ground activities). Coordinates with internal & external media agencies for implementation of the Brand’s strategy. Coordinates with other departments like Sales, R&D, Finance, Integrated Planning, Sourcing & HRD for product & brand related requirements. Ensures that the brand focus is maintained through media & PR activities. Conceives, develops, proposes, implements & controls attractive sales promotional drives across various levels of trade & consumer franchise. Tactical communication (Consumer offer film) development Develops systems within brand teams which facilitates better MIS and synergy of operations Assists in developing market entry strategy for previously untapped geographies based on market intelligence Undertakes all market research for obtaining feedback on various aspects of the brand Monitors and tracks of performance of brand based on specified criteria. Plans and ensures required marketing support for brand in terms of advertising, promotion, schemes etc in co-ordination with sales team. Monitoring and analysing the Retail Audit for planning. Ensures that the top-line & bottom-line objectives of the brand are strictly met. Develops various schemes incentive / discount to increase the contribution of the brand. Interacts with Brand teams regularly for understanding their needs in different areas (Systems, Operations, Brand Management) and ensures necessary actions Ensures that the team is adequately trained in both functional and behavioural aspects on a regular basis Supports development of a performance driven culture amongst all employees by implementing the PMS within the brand team