Senior Brand Manager

Location: Mumbai, Maharashtra , India

Position Title: Senior Brand Manager

Summary:  

The Senior Brand Manager will report to GM Non-Chocolate (Marketing) and is responsible for the marketing of brands under the Hershey’s Syrup & Confectionery Portfolio. The Manager is accountable for achieving brand sales, P&L and deployment of marketing plans in line with marketing strategy of the respective brands.
The Manager acts as a lead between different departments Marketing, Sales, R&D, Operation & Finance arms of the organization on Marketing plans & Innovations.
In addition, Hershey’s Syrup, the manager will ‘lead efforts in deployment of key global initiatives under the supervision of country marketing leadership’.
Hershey’s Syrup is a priority brand for Hershey India Strat plan objective. 

Areas of Responsibility:

Brand Marketing and Business Planning – 

Develops consumer and customer insight-driven brand marketing strategies.  The brand strategies should lead to superior marketing programs to deliver the target brand sales, profit, share and consumer KPI growth results.  Builds long and short-term brand portfolio growth plans to achieve the brand growth targets. Translates country marketing strategies and priorities into brand strategies and business plans that match with the company capabilities. 

Marketing Execution Leadership and Management – 

Craft and execute large-scale integrated marketing campaigns (ATL + Digital + Retail)- Develops and implements the annual brand marketing plans to achieve the target sales, profit, share and consumer KPI results. Drives marketing execution excellence in the following:

- Concepts: develops, qualifies and implements insight-driven marketing ideas, concepts and innovations across all aspects of marketing mix.
- Brand portfolio management – develops optimal brands’ pack type, price and channel portfolio to meet consumer segmentation needs while achieving the profitability goals.
- Product/packaging innovations – builds and drives the continuous stream of product and packaging innovations to achieve sustainable growth for the brands.
- Advertising and Media – leads development and deployment of superior consumer communications across all advertising and media channels.
- In-store activations – drives superior instore merchandising, sampling and promotion programs to build winning instore impact and consumer off-take.
-Agency management – Managing the advertising, media, PR, and promotion agencies to derive superior business results;

Business Analysis and Realization – 

Conducts in-depth analysis of market (category), consumer and customer analysis to derive data-driven indicated actions to guide the brand marketing plan development and optimization. Conducts ROI analysis to monitor, improve and deliver optimum DME efficiency. Monitor and influence brand health metrics, media ROI, and category performance

Personal Capability Development – 

Be responsible and committed for the training and development plan for himself.  Be the ‘owner’ for self-continuous growth under the supervision of the GM Snacks & Grocery Marketing (India).  

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:  

-    Strong functional marketing expertise across Brand Communication, Brand Building / Activation, Consumer Insights and New Product Development
-    This role requires leadership and communication skills across multiple business partners including Global Innovation, Global brand teams, Consumer insights, Strategy, R&D, operations, packaging, Design and external partners.
-    Strong thinking & problem-solving capabilities 
-    Outstanding analytical abilities
-    Highly develop ability to recognize market trends and organize information
-    Excellent team player, team leader
-    Demonstrated ability to be accountable for sales and income results and the success of initiatives
-    Strong verbal and written communicator to wide breadth of audiences including senior management
-    Skillful usage of Microsoft Office software’s in business document development and presentation, including Word, Excel and PowerPoint

Competencies:

Excellent Marketing skills
Good knowledge on Brand Positioning, Brand Communication, Brand Building / Activation & New Product development / Innovation

Consumer and market-oriented
Demonstrate a breadth and depth of consumer / market-place knowledge; Demonstrate the ability to understand consumer / customer insight and attribute that to business decision making 

Excellent Project Management
Identifies the processes, time and resources required to accomplish project tasks; prioritize steps and work tasks to enable efficient work-flow; utilizes best practices to organize people and activities; measures results against key metrics; uses resources efficiently; able to deal with multi-tasks & perform under pressure

Strong analytical & problem-solving skills
Uses a systematic process to solve difficult problems including gathering and examining information from a variety of sources; identifying the root cause of problems; drawing appropriate conclusions; generating viable solutions; and, weighing the pros and cons to arrive at a final decision.

Good interpersonal skills 
Establishes and maintains constructive and effective relationships built upon trust. Uses diplomacy and tact to diffuse even high-tension situations. Works to find common ground and mutually beneficial solutions to conflicts. Relates well to all kinds of people, up, down and sideways, inside and outside the organization. Can represent his/her own interest and yet be fair to other groups. Viewed by others as a team player.

Minimum Education and Experience Requirements:  

Education:    MBA (Reputed Institute)

Experience:    

1.    8-10 yrs of experience in Brand Marketing with at-least 2 years in Managerial position
2.    From Global/Leading FMCG companies (Experience in food business preferred)
3.    Strong Marketing skills
4.    Prior experience of working closely with sales/Retail teams; R&D/Supply chain & external agencies partners
5.    Good network knowledge in the business world specifically in the retail business – with customers,     distributors, retailers, suppliers, advertising agencies, and other business partners
6.    Fluency in English, orally and written.
7.    Good knowledge of software applications (Excel, Word, PowerPoint)