Brand Manager

Role & responsibilities

Role & Responsibilities:

• Budgeting: Plan and effectively utilize state-specific budget to enhance coverage & sales
• Loyalty Programs: Develop and Administer programs for recognizing Channel Performance
• Procurement: Source products and services in connection with Branding Activities
• Channel Visibility: Improve In-Shop and Out-Shop presence across Channel
• Branding Activities: Support roll-out of ATL and BTL Activities
• Brand Market Research: Map Competitor Branding Strategies, Budgets, Activities & Impact
• Performance Targets:
• Branding Budget Utilization (ATL & BTL)
• Branding Product Audit (Paint, Board, Hoarding - Quality)
• Vendor Management (Payment Terms, Issue Resolution, Vendor Satisfaction)
• Sponsorship Performance (Events Coverage)
• Social Branding (Events Coverage)
• Brand Consistency (Ensure Vendors follow Brand Guidelines across multiple Channels)
• Channel Expansion (Generate leads through Social Media Campaigns to enlist Dealers)
• Brand Visibility (BTL Coverage)
• Sales Performance (Satisfaction with Support Provided by Branding: Service Delivery)
• Campaign Management

Functional Competencies:

• Branding Strategy (Branding Activity Planning (ATL & BTL))
• Event Management (Dealer, Retailer and Influencer Engagement)
• Vendor Management
• Budget Management
• Integrated Marketing Communication
• ATL Operations Management
• BTL Operations Management
• Digital Branding

Behavioral Competencies:

• Communication
• Collaboration
• Creativity & Innovation
• Analytical Thinking
• Customer Orientation
• Planning & Execution

Job Barriers & Risks:

• Coordinate & Follow-up with Sales Teams
• Conflicts with Sales Teams, over Budget and Spend Priorities
• Justifying Budget Spend
• Determining right type of Branding and Spend in New Markets
• Handling Vendors who also work with top Competitor Brands
• Delay in processing Vendor Payments
• Maintaining good Vendor Relations
• Dealing with Dealer & Retailer dissatisfaction (over Gifts)
• Lack of time to prepare, plan or innovate, with many things happening at the same time
• Exploring various low-cost avenues to ensure Continuous Branding
• Developing Metrics to measure Brand Performance: Visibility, Recall
• Evaluating the impact of Big-Ticket events on Sales Performance
• Handling lot of back office work and routine operations
• Handling all the Commercial formalities required for Vendor Finalization, takes a lot of time
• Developing a Branding Budget, when it is closely tied to Sales Volumes & NSR
• Lack of a clear Spend Matrix, when Budget is limited
• Ensuring Vendors stick to their commitments
• Managing Branding Operations in unattended Markets
• Ensuring quick turnaround for various last-minute requests