Roles and Responsibilities
a. Formulating marketing strategy for existing entry level offerings
b. Conceptualising and bringing to life new innovations for the entry level consumer
Innovation :
a. Build a very strong understanding of non-Domino's consumers especially in the QSR category, understanding of occasions and demand moments. Especially those consumers who don't consider Domino's VFM, younger population who are entering the category
b. Use the detailed understanding of consumer to craft business strategy and arrive at the innovation pipeline for the entry level portfolio
c. Own project management of the NPD process end to end (Ideation, creation of product, consumer validation, in market launch)
d. Develop entry strategy and launch of new products. This will involve developing the full marketing mix including operations strategy, launch specifics and all ATL / BTL initiatives for year 1.
e. Work along with the other marketing verticals : Brand, CRM and Digital to bring the marketing mix to life
f. Draft brand portfolio road map with business plan, new product formats and technology recommendations
a. Drive topline and bottom line for the entry level portfolio through
i. Devising business growth strategies to drive existing entry level product offerings (like Pizza Mania) through levers of ATL (TV or Non TV and brand digital), CRM and in app properties on home page, menu, cart etc
ii. Increasing frequency of purchase of existing portfolio buyers
iii. Utilize instore and local activation strategy to increase awareness of Domino's entry level offerings, sides, beverages etc
Qualification & Experience :
Category Manager • Noida