Designation: Asst. Brand Manager / Brand Manager
Organisation: Iscon Balaji Foods
Brand: Hungritos
Industry: FMCG
Category: Frozen Snacks
Location: Ahmedabad
Who are we
Iscon Balaji Foods, established in 2012, is one of India's leading frozen food companies and a
global exporter of frozen foods and dehydrated potato flakes. Built on a foundation of innovation and world-class, state-of-the-art manufacturing, the company operates one of India's largest French friesprocessing facilities and serves customers across 35+ countries worldwide.
Hungritos: Bite-Size Happiness!
Hungritos is the frozen snacks brand, created to bring fun, indulgent, and convenient snacking experiences to Indian consumers with a wide portfolio spanning fries, potato bites, burger patties, nuggets, cheese-based snacks amongst others.
Over the pastfew years, Hungritos has built strong momentum across General Trade, Modern Trade, and Q-commerce platforms, driven by a sharp understanding of consumer preferences and a focus on high-quality, taste-led products. The brand has successfully expanded its foot print across key markets and continues to win consumers through relevant innovations and strong on-ground execution.
Hungritos is on a mission to become a top-of-mind frozen snack brand in India, combining taste, convenience, and happiness in every bite!
Role Overview
We are looking for a result-oriented Asst. Brand Manager / Brand Manager to drive on-ground demand generation, BTL excellence, and in-store conversion across General Trade (GT),
Modern Trade (MT) and Qcom. This role will focus on translating brand strategy into high-impact execution, delivering sales growth through strong collaboration with sales teams, robust promoter programs, and sharp consumer activations.
Key Responsibilities
1) Sales Support
- Drive sales growth in GT through demand-generating initiatives in priority markets
- Lead demand creation in MT through promotions, visibility, and in-store merchandising
- Partner closely with Sales teams to align marketing interventions with monthly targets and channel priorities
- Track effectiveness of initiatives and optimize for higher offtake and throughput
2) Promoter Program Excellence
- Design and implement standardized training modules including SOPs and training videos
- Drive promoter productivity through weekly and monthly performance tracking using data and analytics
- Identify gaps, flag non-performance, and implement corrective actions
- Develop clutter-breaking assets across promoter uniforms, sampling setups, product display, and serving kits to enhance consumer engagement
3) BTL Activations Consumer Promotions
- Build and execute the annual calendar for consumer promotions and BTL activations
- Develop innovative, high-impact POSM for both exclusive (own freezers) and shared retail environments
- Lead targeted activations including society activations, assisted trials, and home delivery sampling programs
- Establish strong tracking mechanisms to measure trial, conversion, and repeat rates
4) NPDs Launch Execution
- Plan and execute timely launches of new products in alignment with business priorities
- Lead end-to-end launch execution including test launches and scale-up plans
- Develop comprehensive launch toolkits covering POSM, planograms, promoter training, and sampling protocols
- Ensure strong in-market visibility and trial generation for new products
5) Social Media s Digital Engagement
- Develop and execute a monthly social media content calendar aligned to brand priorities, campaigns, and key consumption occasions
- Drive topical, trend-led content to build relevance and increase share of voice
- Work with agencies and creators to deliver high-quality, thumb-stopping creatives across platforms (Instagram, Facebook, YouTube, etc.)
- Manage influencer collaborations to drive awareness, trials, and credibility in core TG cohorts
- Track and optimize key metrics - reach, engagement, saves, shares, C follower growth
- Integrate social media with BTL activations and on-ground campaigns to amplify impact
6) Operational Excellence Insights
- Conduct structured market visits across markets to gather actionable insights
- Drive regular consumer interactions to uncover insights and improve interventions
- Track marketing spends, ensure budget adherence, and drive ROI-focused decision making
- Build feedback loops from market to continuously refine strategies and execution
Key Skills Competencies
- Strong understanding of GT/MT dynamics and in-store execution
- Hands-on experience in BTL activations, promoter management, and retail marketing
- Data-driven approach to performance tracking and optimization
- Ability to translate strategy into high-quality execution at scale
- Strong cross-functional collaboration with Sales, Supply Chain, NPD Teams and Agencies
- High ownership, agility, and problem-solving mindset
Qualifications
- MBA from a reputed institute
- 34 years of experience in FMCG / consumer marketing roles
- Prior experience in trade marketing, BTL, or on-ground activation roles is highly preferred
What Success Looks Like
- Consistent sales growth across GT and MT channels
- High-performing, well-trained promoter ecosystem driving conversions
- Best-in-class in-store visibility and disruptive activations
- Successful, on-time launches with strong trial and repeat metrics
- Sharp control over spends with measurable ROI on marketing initiatives
