Senior Manager- Brand Marketing

OVERALL PURPOSE OF THE JOB

The Brand Manager will contribute to strategy formulation and play a pivotal role in translating brand vision into compelling marketplace actions that enhance equity visibility and growth.

This role supports strategic brand development while primarily owning the end-to-end execution of ATL and BTL initiatives. The incumbent will ensure consistent brand storytelling regulatory compliance and impactful consumer engagement through innovative and effective marketing programs.

KEY RESPONSIBILITIES

Brand Planning & Execution

• Participate in creation of long- & short-term brand strategy to define the brand executions plans.

• Execute annual brand plans aligned with business objectives ensuring timely and high-quality delivery.

• Translate brand strategy into actionable campaigns across ATL BTL and digital platforms.

• Ensure consistency in brand positioning visual identity and communication across all touchpoints.

• Monitor performance metrics and optimize initiatives to maximize ROI and brand impact.

• Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores

• Understand the consumer and shopper behavior to identify trends in the brand.

ATL Marketing & Brand Activations led by Brand Extensions

• Lead ATL campaigns & CEPs (consumer engagement programs) through surrogate advertising and brand extensions in line with regulatory frameworks.

• Manage the development of integrated campaigns across television print outdoor digital and OTT platforms.

• Collaborate with creative and media agencies to deliver high-impact communication.

• Ensure seamless execution from concept to launch while adhering to brand guidelines and budgets.

. BTL Marketing & Product Communication

• Drive on-ground activation toolkits focused on product communication and consumer engagement.

• Conceptualize and enable execution ready promotional formats experiential marketing formats and retail initiatives.

• Partner with sales and trade marketing teams to enhance L3F visibility (POS materials visibility merchandise) and influence purchase decisions.

• Activate the brand through brand education and advocacy consumer trade and internal

• Deploy merchandising and point-of-sale materials to strengthen brand presence.

Cross-Functional Collaboration

• Work closely with Sales Trade Marketing Supply Chain Finance Legal and Corporate Affairs teams.

• Ensure alignment of marketing initiatives with distribution and commercial priorities.

• Support new product launches limited editions and innovations.

• Coordinate with regional teams for localized activations and market-specific insights.

5. Agency & Stakeholder Management

• Manage creative media digital PR and activation agencies to ensure excellence in execution.

• Work closely with centers of excellence in market in complete harmony to ensure best results.

• Evaluate agency performance and drive accountability against KPIs.

• Build strong relationships with internal and external stakeholders.

• Build develop & maintain relationships with lifestyle influencers key opinion leaders (online & offline) and key contacts in the trade (bar owners mixologists leading bartenders)

6. Budget & Compliance Management

• Plan track and optimize marketing budgets to ensure cost efficiency and ROI.

• Ensure all brand activities comply with regulatory guidelines governing alcobev advertising in India.

• Maintain adherence to internal governance and approval processes.

7. Market Intelligence & Performance Tracking

• Track brand health consumer insights and competitor activity.

• Analyze market trends to identify growth opportunities and risks.

• Monitor campaign effectiveness using data and analytics to inform future decisions.

KEY INTERFACE

INTERNAL

• Marketing - Regional marketing team and national trade marketing

• Sales across region & channels Travel retail domestic and SAARC

EXTERNAL

• Influencers

• Opinion Leaders

• Marketing agencies Advertising Media Public Relations and Event Management

• Market Research Agency

• Merchandising Company - Suppliers and Vendors

KEY PERFORMANCE INDEX

• Brand equity and awareness metrics

• Market share and volume/value growth

• Effectiveness of ATL and BTL campaigns

• ROI on marketing investments

• Quality and timeliness of campaign execution

• Strength and consistency of brand presence across channels

• Compliance with regulatory and corporate guidelines

• Success of new launches and brand extensions

JOB REQUIREMENTS

QUALIFICATIONS:

• Post Graduate in Marketing Management from a Premier B School

EXPERIENCE:

• 6-8 Years of total experience with minimum 3-4 years of experience as Brand Manager independently managing a product/ brand Portfolio.

• Should have experience in managing brand activity in media & digital space

• Prior work experience with FMCG Industry is mandatory

• 1-2 Years of sales experience would be a great plus

• Should have experience in managing brand activity in the Digital Space

• Experience of independently handling business line to generate top line growth and drive cost efficiency will be an added advantage.

• Strong in Ideation strategic thinking and ability to execute tasks independently

• Preferred Industries - premium brands in other liquor companies or other premium lifestyle FMCG brands.

BEHAVIORAL COMPETENCIES

• Very strong communication and Interpersonal Skills as well as outstanding aptitude for time management

• Strong focus on prioritization - identifies critical activities to reach his/her goal and eliminates roadblocks

• Action and result oriented - steadfastly pushes self and others for results proficiency in problem solving and ability to multitask

• Accountability and self -direction

LEADERSHIP COMPETENCIES:

Strategic Vision

• Proactively participate in projects that involve change.

• Translates objectives into tactical action plan.

• Understand various business areas and functions at PR and effectively builds internal relationship as well as external.

Entrepreneurship

• Propose new ideas methods on improving the brand performance.

• With a positive attitude encourages team to support an idea/project.

• Influences others to gain support for an idea or cause

Result orientation

• Assigns tasks and accountabilities to the relevant individuals for achieving results.

• Composed and works towards achieving individual goals with high performance standards in challenging environment.

• Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results

• Achieves own individual objectives applying professional excellence standards and delivers high quality work

Live the values

• Maintain highest level of professional standard that are aligned with PRs values ethics and charter.

• Committed to CSR; encourages and establishes an environment of mutual trust by honest straight forward and transparent communication within the team.

• Establishes a mutual trust environment by communicating in an honest straight forward and transparent manner with colleagues at all levels

• Displays enthusiasm and values the contribution of each employee to the

success of the Pernod Ricard

• Strong interpersonal skills

People Development

• Give continuous feedback and encourage people to work outside their comfort zone and work as a mentor/coach.

• Educates himself/herself on the PRs resources and processes.

Team Management

• Inspire team members to take decision and guide support them.

• Encourages teamwork and facilitates the process of effective decision making amongst the team members.

FUNCTIONAL COMPETENCIES:

Analytical Skills

• Translate complex data/information into clear insights.

• Propose alternative draw articulated conclusion and build comprehensive action plan to have decisive impact on the organization.

Innovation

• Translate consumer insight and business trends into innovation projects to align with brand strategy.

• Co-ordinate across departments to deliver the innovation project

• Define KPIs and analyse the ROI to assess the performance of the innovation project.

Project Management

• Ability to plan and organize complex and diverse tasks into small projects.

• Sell these projects to the stakeholders.

• Set KPIs and monitor timelines costs and project risks.

Brand Leadership

• Advocates and persuades the brand vision and crusade.

• Develops and validates the same for the local and regional brands drawing on brand consumer and market understanding in line with the Brand owner.

Creativity

• Ability to explore and generate new ideas to resolve problems and give a new perspective.

• Encourage creativity and champion new ideas and bring them to life by taking calculate risks.

Business Acumen

• Demonstrate good understanding of business environment PRs financial terms.

• Manage the A&P budget efficiently.

• Analyze relevant business criteria to define corrective action plans.

• Understand how P&L lever optimizes business performance.

Relationship Building

• Proactively communicate across departments and external stakeholders.

• Identify potential conflicts and resolves it.

• Proficient in dealing with people across levels as well as external stakeholders.

Media Planning

• Deep understanding on media with regard to strategy and planning

• Understanding of digital media

Job Posting End Date:

Target Hire Date:

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