Job Purpose

Responsible for driving brand growth, market share, and profitability within the fast-moving consumer goods (FMCG) sector. This role leads strategic planning, marketing execution, innovation, and brand communication while collaborating closely with cross-functional teams. Acts as the brand custodian, ensuring consistent consumer experience and commercial impact across all channels.

Dimensions                                                 

Brand Strategy & Planning     

• Develop and execute annual brand strategies focused on penetration, distribution, volume, and equity growth.
• Lead brand performance reviews, competitor analysis, and category insights to identify opportunities and risks.
• Define brand positioning, value propositions, and communication frameworks.
• Set yearly brand KPIs and manage robust execution plans.

Consumer, Shopper & Market Insights          

• Lead interpretation of consumer research, brand health trackers, usage & attitude studies, and product tests.
• Analyze market data and internal sales trends to guide strategic decisions.
• Identify shopper behaviors and identify brand channel opportunities

Marketing Campaign Development  

• Lead the development and execution of fully integrated 360° campaigns (ATL, digital, social, influencer, BTL, trade).
• Manage creative, media, digital, and activation agencies, providing strong briefs and clear KPIs.
• Oversee media planning (G, reach, frequency) and ensure campaigns deliver strong ROI and brand lift.
• Evaluate campaign performance using consumer, sales, and digital metrics.

Innovation, Product & Packaging Management        

• Coordinate end-to-end brand innovation projects: Product development, testing, feasibility, and go-to-market.
• Manage product renovation projects: Packaging design, artwork approvals & product formulation improvements/changes
• Partner with R&D, Supply Chain, QA, and Procurement to ensure successful product launches.
• Monitor SKU performance and recommend changes to pack sizes, pricing, or variants.

Commercial & Trade Execution          

• Collaborate with Sales and Trade Marketing to develop strong in-store activation plans.
• Support promotional planning, pricing strategies, and channel-specific initiatives for MT, GT, and e-commerce.
• Monitor trade execution performance and ensure brand visibility standards are met.

Budget Management

• Own and manage the brand’s marketing budget, ensuring efficient use of A&P (Advertising & Promotion) spend.
• Track monthly budget performance and ensure accurate reconciliation and reporting.
• Manage vendor contracts and ensure compliance with procurement processes.

Cross-Functional Leadership             

• Work closely with Sales, Supply Chain, Finance, Category, R&D, and external agencies.
• Provide brand training and alignment sessions to internal stakeholders.
• Lead cross-functional meetings to ensure timely progress on brand and innovation projects.

Key Competencies    

• Proven ability to manage 360° campaigns and innovation projects.
• Strong financial acumen: ability to interpret P&L, margins, pricing, and promo performance.
• Excellent communication, leadership, and stakeholder management skills.
• Strong analytical skills and experience with FMCG data tools (Nielsen, Kantar, Power BI, etc.)

Academic / Professional Background            

• Bachelor’s degree in marketing, Business, Commerce, or related field; MBA is an added advantage.

Work experience         

• 4–7 years’ experience in FMCG brand management, marketing, or related commercial roles