Zonal Marketing Head

JOB SUMMARY

• Responsible for increasing the market share through the design and implementation of an aggressive marketing plan based on thorough analysis and evaluation of the market basis the BDP framework
• Bring innovation to marketing activations, merchandising and field marketing activities in the zone in alignment with NTM within the budgets resulting in enhanced measurable effectiveness

KEY RESPONSIBILITIES

Brand Leadership and Market Share

1. Pioneer and implement measurable and innovative marketing strategies that will drive revenues, profitability, market share goals, brand equity enhancement and increase awareness at the zonal levels.

2. Work closely with the National Trade Marketing (NTM) and brand / marketing team to champion and manage the zonal and local marketing and promotional activities. Provide strategic value to the brand ensuring it reaches the target segments quickly and effectively; thereby consistently maintaining the national and international brand image.

3. Plan, Prioritize, implement and follow-up on marketing initiatives (Zonal, local and corporate); mentor and grow the regional marketing team with support from NTM Brand Activation and merchandising

4. Translate National brand strategy into relevant zonal activation, setting and overseeing brand / portfolio promotion strategies resulting in enhanced measurable market effectiveness.

5. Liaise with the Regional Marketing teams to ensure effectiveness of consumer promotions, develop appropriate benchmarks and framework to assess the effectiveness, ROI and cost benefit of the marketing spends

6. Create and maintain a calendar of Marketing Activation Plan for the zone, driving the rigor on the Activation plan ensuring execution as per calendar plan in BDP. Monitor the marketing budget for its effective utilization and undertake course-correction if required

7. Develop and build a robust and innovative Retail visibility along with NTM and merchandising strategy for the entire portfolio of products and brands ensuring marketing and brand objectives of the portfolio are met across the zone

Consumer Insight and Market Intelligence

1. Lead and execute new product development and launching strategies, packaging, printing technologies etc through consumer insights derived from market research, competitive mapping and other market intelligence.

2. Monitor monthly volume and industry performance to generate accurate and meaningful insight about consumers & categories

People Management

1. Strong focus on people leadership dimension. Nurture, Grow and Manage functional talent.

2. Set and build the vision, direction and an innovative consumer facing culture in the team by managing individual and team performance expectations and goals;

3. Coach and mentor the Regional Marketing Heads - Facilitate sharing of best practices, Industry information and innovation

Key Performance Index

1. Drive the Marketing Activation Calendar : (MAC) through BDP framework

2. Develop and build Retail Visibility & Merchandising Capabilities

3. Develop an activation / execution program

4. Coach and mentor the Regional Marketing Heads

5. Identify high performers & high potential team members with a focus on specific skill

6. development zone programs

INTERACTIONS

INTERNALLY :

Region Sales & Marketing Team,

Finance Team,

Manufacturing Team,

Legal Team,

National Trade Marketing,

Central Marketing

EXTERNALLY : Media

Ad Agencies

PROFILE DETAILS

QUALIFICATION :

An MBA (preferable from a premier institute) with 8-10 years of experience in the FMCG industry

EXPEREINCE (Please specify in case there are any preferred industries) :

Must have experience and successful track record with Brand / Trade Marketing and experience in Sales function is desirable.

The candidate maybe from the industry or from FMCG in a multinational company.

Ability to manage agency relationships to maximize impact of spending, as well as evaluate ROI.

BEHAVIOURAL SKILLS (Both essential & desirable) :

Strong interpersonal skills (listening, verbal and written communication).

Good organizational skills / ability to multi-task and meet timelines.

Ability to work independently or with a team. Ability to lead team consisting primarily of peers.

Good negotiation skills.

Should have an eye for detail and particular about quality execution / being a perfectionist.