Associate Director, Brand Equity

Key Deliverables in this role

Financial Outcomes:

Strategize, design and implement a robust brand program across product superiority, deepening equity and effectively implemented across different market types

Building Masterbrand architecture strategy on the category

Crafting Positioning with Strong BCI - Build Brand Positioning Strategy and Brand Key.

Developing 360 Brand campaigns to drive Equity and Preference

Creating a multi-channel communication strategy for the master brand through product superiority, core brand thematic and

purpose driven campaigns

Building Brand Purpose Platform

Developing Always On Digital plan for a 12-month calendar

Deliver brand health metrics through the brand program with impactful and innovative communication plans

Creating Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary), Building Brand World based

Visual Identity Playbook and Detailing Brand sensorial signature

Evolving & fine-tuning the Masterbrand strategy in line with category & competition landscape on an ongoing basis

Customer Service:

Building Claims toolkit - Building a ready toolbox backed with defendable evidence to support Scientific /Technical /Marketing

Claims through Commissioned Studies - Kantar, Clinical, Retail, etc.

Proving superiority at Point of Sale - Strategizing, designing and implementing efficient and scalable superiority activation

programs customizable for market type

Superiority communication across media touchpoints TV, Digital Media, Packaging, BTL

Counterfeit action - Building Long term Action plan for countering counterfeit through education, legal action, Sales team

training

Internal Processes:

Work together with Innovation Team for seamless takeover and incubation of New Brand initiatives/extensions in line with

Masterbrand portfolio thinking.

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

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.

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

Effectively manage internal interfaces such as brand team, insights team, R&D, legal & regulatory, shopper marketing and

sales

Innovation and Learning

Build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations.

Craft Masterbrand Extensions mix across : Mass Masstige Premium range

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/brand equity)

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

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