*OVERALL PURPOSE OF THE JOB** The Brand Manager will contribute to strategy formulation and play a pivotal role in translating brand vision into compelling marketplace actions that enhance equity, visibility, and growth. This role supports strategic brand development while primarily owning the end\-to\-end execution of ATL and BTL initiatives. The incumbent will ensure consistent brand storytelling, regulatory compliance, and impactful consumer engagement through innovative and effective marketing programs. **KEY RESPONSIBILITIES** Brand Planning \& Execution * **Participate in creation of long\- \& short\-term brand strategy to define the brand executions plans.** * **Execute annual brand plans aligned with business objectives, ensuring timely and high\-quality delivery.** * **Translate brand strategy into actionable campaigns across ATL, BTL, and digital platforms.** * **Ensure consistency in brand positioning, visual identity, and communication across all touchpoints.** * **Monitor performance metrics and optimize initiatives to maximize ROI and brand impact.** * **Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores** * **Understand the consumer and shopper behavior to identify trends in the brand.** **ATL Marketing \& Brand Activations led by Brand Extensions** * **Lead ATL campaigns \& CEPs (consumer engagement programs) through surrogate advertising and brand extensions in line with regulatory frameworks.** * **Manage the development of integrated campaigns across television, print, outdoor, digital, and OTT platforms.** * **Collaborate with creative and media agencies to deliver high\-impact communication.** * **Ensure seamless execution from concept to launch while adhering to brand guidelines and budgets.** **. BTL Marketing \& Product Communication** * **Drive on\-ground activation toolkits focused on product communication and consumer engagement.** * **Conceptualize and enable execution ready promotional formats, experiential marketing formats, and retail initiatives.** * **Partner with sales and trade marketing teams to enhance L3F visibility (POS materials, visibility, merchandise) and influence purchase decisions.** * **Activate the brand through brand education and advocacy – consumer, trade and internal** * **Deploy merchandising and point\-of\-sale materials to strengthen brand presence.** **Cross\-Functional Collaboration** * **Work closely with Sales, Trade Marketing, Supply Chain, Finance, Legal, and Corporate Affairs teams.** * **Ensure alignment of marketing initiatives with distribution and commercial priorities.** * **Support new product launches, limited editions, and innovations.** * **Coordinate with regional teams for localized activations and market\-specific insights.** **5\. Agency \& Stakeholder Management** * **Manage creative, media, digital, PR, and activation agencies to ensure excellence in execution.** * **Work closely with centers of excellence in market in complete harmony to ensure best results.** * **Evaluate agency performance and drive accountability against KPIs.** * **Build strong relationships with internal and external stakeholders.** * **Build, develop \& maintain relationships with lifestyle influencers, key opinion leaders (online \& offline) and key contacts in the trade (bar owners, mixologists, leading bartenders)** **6\. Budget \& Compliance Management** * **Plan, track, and optimize marketing budgets to ensure cost efficiency and ROI.** * **Ensure all brand activities comply with regulatory guidelines governing alcobev advertising in India.** * **Maintain adherence to internal governance and approval processes.** **7\. Market Intelligence \& Performance Tracking** * **Track brand health, consumer insights, and competitor activity.** * **Analyze market trends to identify growth opportunities and risks.** * **Monitor campaign effectiveness using data and analytics to inform future decisions.** **KEY INTERFACE** **INTERNAL** * **Marketing \- Regional marketing team and national trade marketing** * **Sales – across region \& channels, Travel retail, domestic and SAARC** **EXTERNAL** * **Influencers** * **Opinion Leaders** * **Marketing agencies – Advertising, Media, Public Relations and Event Management** * **Market Research Agency** * **Merchandising Company \- Suppliers and Vendors** **KEY PERFORMANCE INDEX** * **Brand equity and awareness metrics** * **Market share and volume/value growth** * **Effectiveness of ATL and BTL campaigns** * **ROI on marketing investments** * **Quality and timeliness of campaign execution** * **Strength and consistency of brand presence across channels** * **Compliance with regulatory and corporate guidelines** * **Success of new launches and brand extensions** **JOB REQUIREMENTS** **QUALIFICATIONS:** * **Post Graduate in Marketing Management from a Premier B School** **EXPERIENCE:** * **6\-8 Years of total experience with minimum 3\-4 years of experience as Brand Manager** **independently managing a product/ brand Portfolio****.** * **Should have experience in managing brand activity in media \& digital space** * **Prior work experience with FMCG Industry is mandatory** * **1\-2 Years of sales experience would be a great plus** * **Should have experience in managing brand activity in the Digital Space** * **Experience of independently handling business line to generate top line growth and drive cost efficiency will be an added advantage.** * **Strong in Ideation, strategic thinking and ability to execute tasks independently** * **Preferred Industries \- premium brands in other liquor companies or other premium lifestyle, FMCG brands.** **BEHAVIORAL COMPETENCIES** * **Very strong communication and Interpersonal Skills, as well as outstanding aptitude for time management** * **Strong focus on prioritization \- identifies critical activities to reach his/her goal and eliminates roadblocks** * **Action and result oriented \- steadfastly pushes self and others for results, proficiency in problem solving and ability to multitask** * **Accountability and self \-direction** **LEADERSHIP COMPETENCIES:** **Strategic Vision** * **Proactively participate in projects that involve change.** * **Translates objectives into tactical action plan.** * **Understand various business areas and functions at PR, and effectively builds internal relationship as well as external.** **Entrepreneurship** * **Propose new ideas, methods on improving the brand performance.** * **With a positive attitude encourages team to support an idea/project.** * **Influences others to gain support for an idea or cause** **Result orientation** * **Assigns tasks and accountabilities to the relevant individuals for achieving results.** * **Composed and works towards achieving individual goals with high performance standards in challenging environment.** * **Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results** * **Achieves own individual objectives, applying professional excellence standards and delivers high quality work** **Live the values** * **Maintain highest level of professional standard that are aligned with PR’s values, ethics and charter.** * **Committed to CSR; encourages and establishes an environment of mutual trust by honest, straight forward and transparent communication within the team.** * **Establishes a mutual trust environment…