Associate Director, Brand Equity

Key Deliverables in this role

Financial Outcomes :

 Strategize, design and implement a robust brand program across product superiority, deepening equity and effectively implemented across different market types

 Building Masterbrand architecture strategy on the category

 Crafting Positioning with Strong BCI - Build Brand Positioning Strategy and Brand Key.

 Developing 360 Brand campaigns to drive Equity and Preference

 Creating a multi-channel communication strategy for the master brand through product superiority, core brand thematic and

purpose driven campaigns

 Building Brand Purpose Platform

 Developing ‘Always On’ Digital plan for a 12-month calendar

 Deliver brand health metrics through the brand program with impactful and innovative communication plans

 Creating Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary), Building Brand World based

Visual Identity Playbook and Detailing Brand sensorial signature

 Evolving & fine-tuning the Masterbrand strategy in line with category & competition landscape on an ongoing basis

Customer Service :

 Building Claims toolkit - Building a ready toolbox backed with defendable evidence to support Scientific / Technical / Marketing

Claims through Commissioned Studies - Kantar, Clinical, Retail, etc.

 Proving superiority at Point of Sale - Strategizing, designing and implementing efficient and scalable superiority activation

programs customizable for market type

 Superiority communication across media touchpoints – TV, Digital Media, Packaging, BTL

 Counterfeit action - Building Long term Action plan for countering counterfeit through education, legal action, Sales team

training

Internal Processes :

 Work together with Innovation Team for seamless takeover and incubation of New Brand initiatives / extensions in line with

Masterbrand portfolio thinking.

 Synchronize brand marketing plans and campaigns for harmonized and efficient deployment of plans across the Masterbrand

 Work with Consumer & Market Insight teams to monitor, analyses & evaluate market / consumer trends, competitor activity

to identify new opportunities for the Brand and Masterbrand communication.

 Plan and execute the campaigns and projects in close partnership with stakeholders within the organization and external

agencies / partners.

 Effectively manage external interfaces (Research, Advertising / Creative, Design, Media, Activation, Digital & PR agencies)

 Effectively manage internal interfaces such as brand team, insights team, R&D, legal & regulatory, shopper marketing and

sales

Innovation and Learning

 Build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations.

 Craft Masterbrand Extensions' mix across : Mass Masstige Premium range

What are the Critical success factors for the Role :

 Experience of core brand management in FMCG category, with handling of some significant brand campaigns

 Educational Qualification – MBA (Major in Marketing preferred)

 Experience – 8-10 years (Minimum 3 years in brand management / brand equity)

 End to end exposure of creating a brand TVC and campaign planning.

 Deep working knowledge of gathering consumer insights and deriving strategic execution-oriented insights

 Commercial acumen to be able to efficiently manage the marketing & media budgets.

 Understanding on how to navigate the brand world and closely working with agencies.

What are the Desirable success factors for the Role :

 Prior experience in working closely with cross functional teams to jointly drive business KPIs