Associate Director, Brand Equity

Key Deliverables in this roleFinancial 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 rangeWhat 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

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