Marketing Lead - Fmcg B2B

POSITION- Sr. Manager/ DGM Brand (Retail Bakery)

SUMMARIZED ACCOUNTABILITY:- To be the champion for the Retail bakery channel, drive channel growth, Lead New Product Development, Category Expansion, Strategy development and implementation, adept with Project Management skills. Business acumen, portfolio management & collaboration/teamwork is key

KEY RESPONSIBILITY:- 

Channel and Category Management:-

• End to end responsibility of assigned Channel / Product Portfolio. Work closely with cross-functional teams to grow brand's market share within the Retail Bakery channel
• Drive growth via penetration initiatives and other market expansion initiatives
• Thoroughly analyze category performance and recommend corrective action as and when required
• Identify insights to understand the customer needs, gaps, opportunities, triggers/barriers and contribute into the Innovation funnel.
• Build unique go to brand strategies
• Portfolio champion- work closely with Sales, Trade Marketing, Chef team and digital team to drive business and customer engagement
• Develop marketing campaigns to drive business value. Should be adept at driving digital marketing strategies
• Reporting and analysis - Monthly Business reports, category analysis, forecasting for NPD products, market sizing

New Product Development:-

• Insight mining to understand the customer needs, identify gaps, opportunities and feed into the Innovation funnel
• Work closely with cross-functional teams on Idea generation and converting them into NPD/Innovation funnels.
• End to end responsibility for NPD projects – Product, packaging development, pricing and preparing business cases
• Renovation/ Rejuvenation of Projects
• Conduct market assessments, validation & Feasibility Studies for new projects
• Develop Launch Plans including communication developmentfor New Products
• Lead the Product launches and post launch reviews
• Project Network Management andOTIF delivery of projects
• Strong business acumen would be critical to build long term business cases that would value add to the retail bakery business.

Category Expansion:-

• Fore retail bakery channel, identify opportunities beyond the existing categories that the organization is present in.
• Build a compelling category proposition to grow share of wallet of within retail bakery customers Work closely with cross-functional teams on Idea generation and converting them into NPD/Innovation funnels.
• End to end responsibility for new category development – Product, packagingdevelopment, pricing and preparing business cases
• Conduct market assessments, validation & Feasibility Studies
• Develop and implement entry strategy for new categories.
• Lead the Product launches and post launch reviews
• Project Network Management andOTIF delivery of projects
• Strong business acumen would be critical to build long term business cases that would value add to the retail bakery business.

Competitive Intelligence:-

• Assist the function for monitoring competitive environment and evaluating product quality and performance. Work closely with Chef team to identify riggers and barriers for our products as well as competitive products.
• Work closely with the team especially Communication Agency partners, Trade Marketing, Digital Marketing team, Chef team and sales – having a true external orientation.
• Work closely for implementation of the A&P plans for the Product categories, ensure the cost-efficient use of budget.
• Assist for reporting and analysis - Monthly Business reports, category analysis, forecasting for NPD products, market sizing.

EXPERIENCE & EDUCATION:-

• Post-Graduate in Marketing or MBA
• 12-15 years’ experience in marketing/product management in the Food’s or Beverages industry
• Strong financial & business acumen with experience of closing business cases with functional stakeholders
• Classical marketer who understands all facets of the 6P’s of marketing with demonstrated success identifying new brand development opportunities, possible environmental or competitive threats as well as building ideas that encompass every brand touch point with customers.
• Experience of conceptualizing new projects and leading it end to end through the innovation funnel.
• Experience of leading or being part of the creative process for building an integrated communication campaign for customers
• Strategic thinker, good communication and influencing skill. solution oriented. Good communication, team player and can adapt to changing- environment.
• Willing to travel on short notice.
• Firsthand experience of working with the regulatory and legal functions in the organization would be useful.