Mars
Job Title Brand Manager
Segment Mars Petcare
Function Marketing
Job Level T1
Location Hyderabad
Reporting Head Marketing
Job Purpose
- This role will play a major role in driving category growth & will develop exciting plans to grow category penetration and consumption
- The job holder is responsible for their brand(s) and takes the lead on working with other functions on brand requirements ensuring the integrity of brand Look and Feel, DMS etc
- Brands – Whiskas, Sheba, Temptations, Catsan, Cesar, Nutro
Key Responsibilities
Analysis
- Consumer Insights: Understand the Insights and feed into the brand growth plans
- Business Intelligence – Monitor market/brands and understand competitive strategies
- Analyze sales data regularly at channel/geography level to gather consumer/shopper insights in partnership with Customer Marketing
Planning
- Develop annual brand plans based on Mars growth model
- Develop the innovation pipeline for the next 3 – 5 years both from India & regional sourcing units. New product development- Handling the innovation funnel from idea to execution
- Develop communication plans to drive category awareness and education
- Drive thinking and analysis on Mental and Physical Availability initiatives to drive penetration and increase consumption, support LM in prioritizing tasks.
- Lead engagement with media agencies to develop and execute efficient media plans fitting into the media budgets allocated to the brand
- Collaborate with customer marketing to plan and execute local POSM in line with strategic priorities and within budgets.
- Content management – to drive 1PD & dynamic communication plans. Additionally plan the overall content for the brands basis the objectives & deliverables for the year
Execution
- Develop all components of the Marketing program including program objectives, creative brief, agency briefing, estimate approval and budgeting
- Lead project management of central plans to help operational teams deliver BIC execution and deliver program objectives
- Active lead along with the ATG (Activity Task Group) and ensure OTIF delivery against project objectives.
- Ensure all activations (local and central) respect the Brand Compass/look and feel guidelines and Marketing code
Control
- Ensure timeliness of all documents as per agreed plans for the year
- Ensure spends are within budgets and periodically reviewed
- Ensure all activities respect Marketing code and Financial governance criteria
- Monitor execution and prepare post activity review as desired
- Lead workshops to capture learning from activations
Context and Scope
The job holder proactively delivers growth plans for his/ her brand(s) to achieve consistent results against the India Functional OGSM and support the Marketing manager in leading the thinking in shaping and driving the Brand Plan. He/ She will work in collaboration with multiple functions. As project leader in the Activity Task Groups, he/she needs to engage and motivate the team to drive excellence in delivering their projects, driving decisions and necessary escalations.
Finally, he/she is being part of the wider “Demand Team” is responsive to the dynamic needs of the business emanating from internal and external factors
Job Specifications/Qualifications
1. Education & Professional Qualification
- Business Degree in Marketing or similar necessary
- MBA or equivalent experience preferred
- Minimum of 5+ years’ brand management experience., Foundational experience in digital marketing is preferred
2. Knowledge/Experience
- Sales experience – Robust sales experience (preferably in FMCG) to help build understanding of sales operations
- Brand experience – Demonstrated success managing brands
in FMCG companies is preferred - Other experience – Project/Activity management experience in preferred
To apply for this job please visit careers.mars.com.