Portfolio- Almond Drops Extension
Planning, Strategy & Financials
- Support BCCL's vision and drive marketing and branding strategy for the brand in alignment with the business priorities to increase/sustain revenue, market penetration, brand perception and profitability
- Design strong value proposition to capture new avenues of expansion, boost market share, and increase brand recall across geographies for the designated brand
- Develop optimal brand pack type, price and channel portfolio to meet consumer segmentation needs while achieving the profitability goals
- Keep abreast of competitor intelligence and industry trends and share recommendations with Category Head
- Determine allocation of resources within the brand; Ensure adherence to budget and optimal utilization of resources
- Implement marketing plans and branding initiatives to deepen market penetration and customer retention across geographies
- Develop strong Innovation funnel for the brand marrying Consumer insights and Category scanning
Operational/ Functional
- Design long term and mid-term performance goals for the marketing department for the category in alignment with overall organizational targets and review them in a timely fashion
- Scan the market for potential new avenues of revenue generation; Implement market entry strategy for previously untapped customer bases and geographies for the brand based on market intelligence
- Implement insight-driven marketing ideas, concepts and innovations across all aspects of marketing mix and ensure that the brand identity and brand equity developed for each of the brands is in alignment with the overall Marketing Strategy & Corporate Brand
- Drive best in class customer experience across all touch points by reviewing and monitoring processes and customer facing interfaces
- Review digital marketing activations, social media initiatives, advertising spends and other investments and measure ROI against each for the allocated brand
- Visit critical markets and key customers regularly to understand latest consumer behavior patterns for the allocated brand
- Review consumer insights plan, define prioritization matrix for research, and monitor progress
- Review promotional plans for the brand, contribute towards strategy for interacting with media and cascade internal and external messaging of the organization
- Manage the advertising, media, PR, and promotion agencies to derive superior business results and ensure optimal ROI on all media investments
- Review achievement of market share and demand generation targets in various retail environments for the brand
- Seek input of Category Head on the marketing plan and take appropriate corrective /preventive actions to meet annual targets towards realization of business plan
- Partner with Sales, HR and IT and to increase brand awareness, customer recall and market penetration
Policies, Processes and Procedures
- Drive best practices, digital way of work and ensure continuous improvement within the marketing department
- Implement standard framework and uniform processes for marketing department
- Ensure adherence to organizational policies in all processes including
- Execute structural and procedural changes in collaboration with internal stakeholders to improve marketing efficiency
