Position Title: Senior Brand Manager
Position Type: Regular - Full-Time
Requisition ID: 41766
We are passionate about food. But we're even more passionate about our People!
Primary Purpose of Role
Senior Brand Manager will lead McCain's strategic growth agenda by driving brand planning, equity, innovation & activation. The role translates deep consumer insights into actionable commercial strategies and integrated marketing plans that deliver business results, meaningful campaigns, engaging activations, and strong innovations.
The position demands consumer insights led strategic thinking, creative mindset, activation & execution excellence, problem-solving approach, passion for innovation, cross-functional leadership & a strong understanding of business. Key KPIs will be to deliver on brand scorecard including business results (as measured by volume and net sales growth), category metrics (share, penetration, consumption), equity measures (awareness, trial, repeat) & innovation delivery.
Ideal candidate should have solid FMCG/ CPG industry experience (food category preferred) with proven ability to build brands through activation, communication & product innovation. Core values that he/she should carry should be consumer & customer obsession, driven by passion & agility, ownership, hunger for creation (bringing new ideas & leading them to launch) and focused on business results.
The role is based out of Gurugram.
Roles and Responsibilities & Key Deliverables
- Brand Strategy & Commercial Planning
- Define and drive brand purpose, positioning & long-term strategy
- Lead annual commercial Brand Plan aligned to business growth objective
- Translate business goals into marketing calendar across category activations, occasions and NPDs
- Monitor category dynamics, consumer trends and competition activity to unlock brand growth opportunities
- Marketing communication, packaging & activations
- Lead overall McCain brand identity & brand key ensuring consistent storytelling and creative excellence across packaging, media and in-store assets across channels
- Develop & execute full-funnel IMCs across ATL, BTL, shopper, digital, influencer, events, brand partnerships, PR etc. that build awareness, relevance, imagery & trials
- Own Brand equity measures - Collaborate with creative, media & digital agencies to execute campaigns and establish impact via business metrics & consumer research
- Lead media objective setting for the campaigns, effective planning & monitoring execution with Media lead
- Champion digital-first communication, content including partnerships (with Q-com partners & other brands), and influencer strategy with the Media lead
- Innovation & NPD management
- Lead consumer led innovation from idea to launch as per AOP plans across channels
- Drive end-to-end project management partnering with R&D for product development, consumer testing of concept & product, driving cross functional team till commercialization, building launch marketing & sales plan with teams and building post launch review frameworks
- Manage portfolio mix across core, renovation and innovation to drive penetration and premiumization objectives
- Consumer & Market Insights
- Lead on consumer research, market data and analytics to uncover insights
- Track brand health, penetration, consumption, market share, usage, attitude & other market performance metrics to inform business decisions
- Translate insights from in-depth analysis of data from different sourcess (syndicated data on category, competition trackers, demand space insights, market data etc.) into communication ideas, portfolio opportunities and innovation concepts
- Manage co-ordination with external partners on data, insights & research
- Cross Functional Leadership & Business Partnering
- Partner with Sales, Trade marketing & Category team to translate brand strategy into activation plans and flawless execution of same
- Partner with legal, regulatory and R&D to deliver media assets and packaging as per guidelines
- Partner with R&D, finance, procurement, supply chain & agriculture team for on-time flawless execution of NPD pipeline
- Partner with supply chain for demand planning, smooth commercialization of new packs / NPDs, changeover of artworks, etc.
- Collaborate with global & regional teams on strategy alignment and sharing of AOP
- Financial & budget ownership
- Manage & optimize marketing budget for delivering ROI and efficiency to measure and deliver on business output
- Team Leadership & Collaboration
- Mentoring and managing a Brand Marketing reportee
- Foster a culture of collaboration, consumer obsession, strategic agility and passion for innovation within marketing team.
Knowledge/Experience
- MBA/PGDM in Marketing with 8-10 years of experience in FMCG/Consumer Goods industry (Foods category experience ideal but not mandatory) Ideal candidate to have 2-3 years of Sales experience and 6-8 years of core consumer marketing experience across brand management, campaigns & NPD launches
- Demonstrated strong commercial savvy- understands P&L, translates insight/strategy to measurable business impact. Should have done delivery roles in addition to equity/design roles.
- Experience in global organizations with exposure to reapplying best in class ideas from other parts of the world, working with global stakeholders to advocate for what India needs, while being a strong advocate of the local consumer and business in a collaborative manner.
- Strong grounding on delivering brand scorecards on growth & business results
- Strong foundational skills of core marketing, consumer & category insights, media understanding, communication strategy and integrated campaign across all ATL, BTL, brand partnerships, events and digital ecosystem
- Experience in managing NPD end-to-end with cross functional teams with structured project management
- Experience in conducting research, understanding analytical data like HHP, Nielsen, Brand track etc. & translating consumer insights to plans
- Skilled in packaging brief, design & artwork development
- Skilled in agency and stakeholder management from writing concepts & briefs to ensuring excellent creative output by driving collaboration
- Core competencies include strategic thinking, consumer-first mindset, creativity, analytical ability, business focused and strong leadership skills (influential & excellent communicator)
Apply Now if you are looking to be part of a flourishing and energetic environment! Join a recognized brand known throughout households across the globe!
McCain Foods is an equal opportunity employer. As a global family-owned company, we strive to be the employer of choice in the diverse communities around the world in which we live and work. We recognize that inclusion drives our creativity, resilience, and success and makes our business stronger. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sex, age, veteran status, disability, or any other protected characteristic under applicable law.
McCain is an accessible employer. If you require an accommodation throughout the recruitment process (including alternate formats of materials or accessible meeting rooms), please let us know and we will work with you to find appropriate solutions.
Your privacy is important to us. By submitting personal data or information to us, you agree this will be handled in accordance with McCain's Global Privacy Policy and Global Employee Privacy Policy, as applicable. McCain leverages AI in the hiring process, though all final decisions are made by humans. You can understand our approach to AI and how your personal information is being handled here.
Job Family: Sales
Division: India
Department: Marketing India
Location(s): IN - India : Haryana : Gurgaon
Company: McCain Foods(India) P Ltd
