P&L Management | - Drive volume & revenue growth for premium putty.
- Manage cost and higher contribution than regular putty.
- Prepare, monitor, and utilize marketing budget as per the needs of the business.
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Product Strategy & New Product Development | - Formulate product strategy aligning with business strategy.
- Design & detail product roadmap for short as well as long term.
- Based on research, develop new products with R&D, design product packaging with agencies, test the products, define consumers, communication and prepare GTM plan.
- Build partnerships with potential media affiliates and design the media strategy for the product.
- Prepare marketing strategy - trade scheme led, communication led, marketing and communication plans for the assigned product.
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Brand Management | - Develop annual brand plans in partnership with the sales teams. Implement the arrived plans to achieve the market share and profitability objectives.
- Coordinate with the legal team (Corporate Legal Cell of the group) and of Unit & UltraTech for Trademark /Copyright Registration
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Market Research & Consumer Analysis | - Build strong relationships with the channel partners, influencers (painters/contractors), and customers to gather important consumer insights related to products.
- Conduct research with all stakeholders using all available research tools - in-depth interviews on market visits, telephonic and online surveys to gather insights.
- Perform periodic product and market reviews to identify gaps and areas of opportunity for the product.
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Media and Advertisement Execution | - Drive BTL engagement and activation plans with retailers and painters to create strong connect with channels.
- Execute brand visibility with agencies on wall paintings, outdoor media (billboards, bus/train panels, etc.), various collaterals, leaflets, brochure communication & creation of films/AV of the products, if any
- Activate brand presence on various social media platforms and generate high level of engagement.
- Ensure timely development of content and write-ups for internal as well as external communication. Interact with the technical (CASC) team for technical literature, product detailers, etc., where required.
- Coordinate with multiple external agencies to develop creatives (both static & video, regional languages) for sales team, channel partners, painters/contractors, and customers.
- Ensure availability of adequate dockets/branding material for touch and feel of end customers at retail counters.
- Implement programs & events/exhibitions for long term brand building with influencers (architects, designers & engineers)
- Liaison with the Marcomm team and creative agency to ensure implementation of ATL activities.
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Customer Centricity | - Conduct trainings programs for product knowledge and correct application procedure. Monitor product application post sales and ensure that application is done as per company prescribed procedure.
- Meet the customers post application to capture feedback, share it internally and improve processes if required. Resolve any customer complaint in timely manner.
- Drive product advocacy with painters testimonials, positive experiences of customers with product and brand.
- Create a positive customer experience post sale, targeting word of mouth publicity of product.
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Lead Generation /Sales | - Conduct sales team training & recognition programs, provide sales team with supporting documents like sales pitch, best market practices for the products.
- Develop & launch Influencer Engagement Programs (contractors, architects, and interior designers) across major cities PAN-INDIA.
- Engage influencers covered in the program to create an expert and loyal group in all these cities. Fine tune the program as & when required.
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