Tata Consumer Products—Senior Manager - Mainstream Salts

Job description

Description: Designation Senior Brand Manager –Mainstream Salts Function Marketing Location Mumbai Reporting To Vice President – Marketing, Mainstream Salts Job Description What are the Key Deliverables in this role? Financial Outcomes - Drive monthly brand KPIs for iShakti Salt and iShakti Soda through effective planning, monitoring and execution of brand and GT initiatives. - Analyze primary and secondary sales, distribution, numeric distribution, weighted distribution and other relevant metrics to ensure achievement of monthly/annual targets. - Identify business gaps and opportunities across markets and channels and drive corrective actions to improve brand performance. - Track spending, ageing, billing efficiencies and other commercial metrics to minimize business loss and improve ROI. Customer and Go to Market - Lead execution of Go-To-Market plans for iShakti Salt and iShakti Soda, ensuring timely deployment of all GT initiatives. - Drive General Trade growth agenda through market-wise planning, distributor/retailer interventions, visibility, assortment and execution excellence. - Develop and execute channel and market interventions to strengthen distribution, availability, visibility and offtake across priority markets. - Partner with Sales to identify market-level opportunities and develop actionable plans to drive volume and value growth. - Co-create brand and GT communication elements including POSM, retailer communication, merchandising and other market-facing assets. - Plan and execute activations, market interventions and consumer/retailer engagement initiatives in line with annual brand plans. - Coordinate with Sales, cross-functional teams and external partners to ensure seamless execution of GT initiatives. - Ensure timely connectivity of launches, POSM, merchandise, sampling and other activation elements in the market. - Track and evaluate execution effectiveness and incorporate learnings into future GT plans. Production Planning and Supply - Partner closely with Supply Chain and Manufacturing teams to ensure production planning and availability in line with demand and business priorities. - Develop/track SKU-wise demand requirements and flag potential supply gaps, inventory risks and production constraints. - Ensure timely availability of finished goods to support GT plans, new launches and key market interventions. - Coordinate across Sales, Supply Chain and Manufacturing to resolve supply and production issues impacting market availability. - Monitor inventory and ageing to ensure optimum stock levels and minimize business losses. Internal Processes - Manage promo, pricing and pack-change transitions to ensure timely market implementation. - Ensure timely approvals and closure of vendor payments, contracts and internal IOs. - Track competition intelligence across: - MRP, schemes and pack changes - New product launches - Communication and activation launches - GT initiatives and market interventions - Coordinate with relevant internal stakeholders to ensure adherence to timelines and execution milestones. Innovation and Learning - Lead salt innovation projects from opportunity identification and concept development through consumer validation, product development, packaging, testing and commercialization. - Identify emerging consumer needs, usage occasions and category opportunities to build a relevant innovation pipeline for the salt portfolio. - Partner with R&D, Consumer Insights, Packaging, Supply Chain and Sales teams to develop and commercialize new salt propositions. - Lead concept, product and packaging evaluation and translate consumer/market learning into actionable recommendations. - Track innovation performance post-launch and identify opportunities for optimization and scale. Strategic/ Critical projects - Lead execution of critical strategic projects for the Mainstream Salt portfolio, as identified by the business leadership. - Drive cross-functional projects involving Marketing, Sales, Supply Chain, R&D, Finance and other stakeholders from scoping through implementation. - Identify risks, dependencies and bottlenecks and proactively drive resolution with relevant stakeholders. - Translate business priorities into actionable project plans and ensure strong execution against agreed objectives. What are the Critical success factors for the Role ? - Strong General Trade and Sales orientation with ability to translate brand strategy into market execution. - Strong execution skills with ability to manage multiple initiatives and deliver against tight timelines. - Ability to work effectively with Sales, Supply Chain, Manufacturing, R&D, Consumer Insights and external partners. - Strong analytical skills with ability to interpret sales, distribution and market data and derive actionable insights. - Strong project management skills with ability to independently manage strategic and cross-functional projects. - Ability to balance day-to-day GT execution with longer-term brand building and innovation agenda. - Strong stakeholder management and influencing skills. - Ability to operate in a fast-paced environment with multiple priorities and ambiguity. - Fluent in oral and written communication. - Experience in FMCG brand management / GT-driven businesses preferred.