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Basic Details:Fill the required information about business, unit, location, position, reports to position and date of updation of JD |
Business | Birla Opus | ||
Unit | Paints - HO | ||
Location | Mumbai | ||
Poornata Position Number of the job | Reports to: Poornata Position Number | ||
Poornata Position Title of the job | Product Manager | Reports to: Poornata Position Title | Group Product Manager |
Function | Marketing | Reports to: Function | |
Department | Marketing | Reports to: Department | |
Designation of the Employee | Manager/Senior Manager | Designation of the Manager | Deputy General Manager |
Date of writing/updation of JD | 10.02.2026 |
1) Job Purpose:Write the purpose for which the job exists (in 2-3 lines) |
To lead the strategic and operational management of the Retail Waterproofing Range (Brand name: Birla Opus Alldry), ensuring category growth through effective product lifecycle management, pricing strategy, brand positioning, BTL & ATL activations and cross-functional collaboration. |
2) Dimensions:Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job. | |
Business Workforce Number | |
Unit Workforce Number | |
Function Workforce Number | |
Department Workforce Number | |
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter | Brand name: Birla Opus Alldry Segment: Retail Waterproofing No. of products: 12 & growing Markets: Pan India |
3) Job Context & Major Challenges:Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section |
Birla Opus has created a significant impact in the market by emerging as the only true disruptor in the Indian paint industry in the last 50 years. Within less than two years of its launch, the brand has demonstrated exceptional traction across market share, ATL & BTL visibility, topofmind awareness (TOMA), brand consideration, and spontaneous recall-setting a new benchmark for the category. Birla Opus Alldry is the retail waterproofing brand under the Birla Opus portfolio. Alldry has taken a strong lead in market share, innovation, product launches, and on-ground activations. The brand requires strategic thinking, thoughtfully curated product solutions, and outofthebox ideas to further strengthen the waterproofing portfolio with endtoend ownership. This role requires operating in a highly competitive market with fast-changing customer needs. The role requires working across all the functions - R&D, sales, training, customer experience, and supply chain to align stakeholders, prioritize under constraints, and deliver product launches & activations on time while managing multiple initiatives simultaneously. Major challenges include prioritising under constraints, aligning diverse stakeholders, operating in ambiguous environments, balancing longterm roadmaps with urgent escalations, orchestrating GTM initiatives, and driving customer adoption and change management. |
4) Key Result Areas:Writethe key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas) | |
Key Result Areas | Supporting Actions |
Business Achievement |
share for both volume and revenue for the product.
achievement of all the target numbers for the product.
product by tracking and analysing feedback from the market. |
Product Strategy & Lifecycle Management |
|
Go-to-Market & Brand Management |
|
Execute Marketing activities and initiatives for the product |
development of collaterals and POS elements to help promote the product.
Ideate, design and execute comprehensive marketing initiatives to achieve identified objectives. |
Sales Enablement & Channel Support |
teams to ensure monthly product forecast accuracy.
|
Cross-Functional Collaboration | Liaise with R&D, supply chain, procurement, and manufacturing to ensure timely product development and availability. |
5) Job Purpose of Direct Reports:Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report) |
The purpose of this role is to define and deliver products that meet customer needs and drive business growth by leading strategy, prioritization, and execution across cross-functional teams. |
6) Relationships:Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives | ||
Relationship Type | Frequency | Nature |
Internal | ||
CMO | Monthly | Monthly category review |
Category Head | Weekly | Update the Category Head on marketing plan progress & challenges for the product category |
Peer Managers | Weekly | Collaborating and exchanging information |
External | ||
Creative agencies | Weekly | ATL & BTL activations |
7) Organizational Relationships:Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position. |
SIGN-OFF:Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record. | ||
Job Holder | Reports to - Manager | |
Name | Anupam Ghiya | |
Signature(needed for the hard copy) |
Job ID: 143957791
