Tata Consumer Products Hiring for Associate Director- Brand Equity at Mumbai Metropolitan Region Full Time

Key Deliverables in this role:

Financial Outcomes:

– Create a multi-channel communication strategy for the master brand through thematic brand campaigns

– Build 3-5 year out Portfolio strategy

– Creating Masterbrand Visual Identity (Brand Signature) – Develop, embed, and manage the brand positioning, visual identity, and communication blue print.

– Developing ‘Always On’ Digital plan – 12-month calendar for Top 5 categories (E-com is 50%+ of business)

– Deliver brand health metrics with impactful and innovative communication plans.

– Media Plan for ongoing campaigns (Market wise, category wise) & Create a Future Media Plan roadmap.

– Evolve & fine-tune the Masterbrand strategy in line with category & competition landscape on an ongoing basis

– Effectively manage external interfaces (Advertising/Creative, Design, Media, Activation, Digital & PR agencies

Customer Service:

– Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the Brand and Masterbrand communication.

– Plan and execute the campaigns and projects in close partnership with stakeholders within the organization and external agencies/partners.

Setting up Superiority building process

– Establishing competitive benchmarks, developing superior product specs

– Creating new Content strategy, assets

Internal Processes:

– Building Multi-category Architecture to encompass 13+ categories (20 sub-categories)

– Creating a Claims Road map for the master brand – Mobilizing plans and resources for formulating claims. Identify what kind of claims are required for which product/category – Consumer led/Nutrient claims/benefit claims/Product experience claims, etc.

– Work together with Innovation Team for seamless takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking.

– Synchronize sub brand marketing plans and campaigns for harmonized and efficient deployment of plans across the Masterbrand

Innovation and Learning

– Anchor and lead some of the key Foods Innovation projects

– Work actively towards scaling up the Premium Portfolio especially on Digital First brands.

– Lend crafting expertise and support other brands on campaigns & films like premium salts.

What are the Critical success factors for the Role

– Experience of core brand management in FMCG category, with handling of some significant brand campaigns

– Educational Qualification – MBA (Major in Marketing preferred)

– Experience – 8-10 years (Minimum 3 years in brand management)

– End to end exposure of creating a brand TVC and campaign planning.

– Ability to thrive and stretch in high growth focused work culture. Attitude of working beyond functional/JD boundaries.

– Deep working knowledge of gathering consumer insights and deriving strategic execution-oriented insights

– Commercial acumen to be able to efficiently manage the marketing & media budgets.

– Understanding on how to navigate the brand world and closely working with agencies.

What are the Desirable success factors for the Role

– Prior experience in working closely with cross functional teams to jointly drive business KPIs