Senior Brand Strategist

2 weeks ago

Montvale, New Jersey, United States Tata Consumer Products Full time
Position Overview

Purpose of the Role

The Brand Manager will act as the custodian of the brand, driving growth as part of the strategic planning process. This role entails the responsibility of enhancing and sustaining brand equity while fostering profit, revenue, and volume across the product line. It is a conventional brand management position that requires expertise in collaborating with external partners, discerning consumer insights, and addressing key business challenges. The ideal candidate is strategic, motivated, adept at multitasking, and possesses a collaborative spirit.

Key Responsibilities

  • Formulate comprehensive marketing strategies, including annual business plans, to achieve organizational objectives.
  • Propose modifications to plans as necessary, taking into account competitive actions and progress towards business goals.
  • Lead, inspire, and collaborate with cross-functional teams (e.g., Sales, Supply Chain, Operations, R&D, and Finance) to execute business strategies.
  • Oversee daily business operations, which include:
    • Implementation of marketing initiatives such as advertising, consumer promotions, packaging, and digital platforms.
    • Conducting business analyses, including evaluations of program effectiveness and return on investment (e.g., IRI/Nielsen, Homescan, and other market research).
    • Managing budgets effectively.
    • Monitoring competitive landscape and responding accordingly.
  • Supervise the development of advertising and promotional materials, serving as the primary contact with advertising and promotion agencies, and leading the creation of advertising and media briefs.
  • Engage in the new product development process: identify consumer insights, create concepts and positioning, evaluate market potential, and collaborate with cross-functional teams to swiftly launch viable new products or platforms.
  • Collaborate with Sales and Customer Marketing to devise account-specific initiatives.

Qualifications for Success

To excel in this role, candidates should demonstrate the following competencies through relevant work experiences and measurable business outcomes:

  • A Bachelor's degree is required; an MBA is preferred, along with 5+ years of experience in consumer packaged goods marketing.
  • Experience in innovation, showcasing the ability to guide a concept from inception to market.
  • A solid grasp of promotional and media planning across various channels (e.g., out-of-home, radio, print, and digital).
  • Capability to perform basic financial analyses related to marketing effectiveness, resource allocation, and new business opportunities.
  • Familiarity with industry research resources (e.g., attitude and usage studies, Nielsen, trend analysis).
  • Knowledge of syndicated data sources (e.g., AC Nielsen, Home Scan) for analyzing consumer trends and volume dynamics.
  • High energy, enthusiasm, passion, and an entrepreneurial mindset.
  • Exceptional communication, persuasion, and negotiation skills with agencies and vendors.
  • Proven interpersonal skills and the ability to work collaboratively within a team.
  • A sense of urgency, hands-on approach, prioritization skills, and strong presentation abilities.
  • Strong analytical capabilities and proficiency in computer applications (e.g., Microsoft Office).
  • Project and agency management skills.
  • A comprehensive understanding of the consumer packaged goods retail landscape and pathways to success.

Scope of Responsibilities

  • Act as the internal expert and advocate for the brand.
  • Drive growth in the core business by leveraging the 5 P's of marketing.
  • Foster innovation.
  • Develop programs that enhance merchandising opportunities with retail partners.
  • Manage projects, including the creative development process.
  • Support strategic planning and brand positioning efforts.

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