Key workstreams/ KPIS/ Core Responsibilities:
- All India Brand Performance for Smirnoff Core, development and implementation of all plans
- Develop a detailed understanding of the Smirnoff & Vodka growth opportunity and work in close collaboration with the marketing stakeholders, workgroup ecosystems and commercial regions to implement the required growth drivers to unlock & maximize the brand & business opportunity by market and consumer cohorts
- Lead the strategy & development of mental & physical availability assets for dark markets using best practices from next gen marketing
- Lead comms and content development within the aligned and signed off strategy and ensure brand salience, meaning and differentiation
- Deliver brand communication and content strategy with supporting threshold investment guidance that will ensure brand growth through recruitment, re-recruitment and reach imperatives
- Deploy planned media strategies ensuring brand content is developed from a connections first basis and delivered within context of multi-screen consumer engagement, orchestrated search parameters and owned community environment
- Rollout of serve strategy, lead partnerships, advocacy and drive culture and consumer centricity for the brand and vodka category for India
- Manage the consistent application of our brand assets through leading all work on brand design and assets associated with same, including on innovation and physical availability assets
- Partner the innovation team on new market strategy & launch plans and initiatives, including the development of assets for early-stage markets and work with the all stakeholders and markets to ensure the successful launch, rollout & scaling of Smirnoff Innovations
Qualification: Graduation from a Tier 1 Uni/Institution, MBA/ masters with specialization in Marketing (tier I/ II institute) but not compulsory, Specialised courses: an added benefit
Experience:
- Minimum 7-8 years experience in Marketing with at least 4 years core brand experience working with an FMCG/lifestyle brand/category
- Proven history of allyship and participation in progressive & inclusionary initiatives
- Invested in extra curriculars/ passion projects/ entrepreneurship and/or creative pursuits/ community & culture work
Knowledge & Inter-personal Skills:
Function capabilities for the role:
- Proven strategic judgement and analytical rigour, with the ability to translate strategy into action
- Proven management and implementation of full marketing mix with proven results
- Must have demonstrated strong creative judgement and flair, has an eye for design thinking and creative excellence
- High on cultural awareness and is a resident/ active participant of progressive subcultures
- Solid grounding in marketing with particular skills required in strategy, content / advertising development and digital
- Commercial & project management experience, to ensure that recommended marketing plans are successfully implemented in market
- Strong Analytical skills & proven record in translating consumer and customer insight into effective growth drivers
- Brilliantly executes with immense attention to detail
- Powerful articulation and storytelling
Leadership capabilities for the role:
- Delivering performance – move effectively between strategy and operational detail
- Delivering performance – knowing when and where to intervene and commitment to outstanding delivery of results
- Inspires agency partners and rallies them to effective implementation in service of the brand agenda
- Managing across a matrixed organisation – creating outstanding teamwork and alignment
- Creating Possibilities - Outstanding Marketing Flair and Judgement
- Creating Possibilities - Energise and inspire others to deliver outstanding results
